British Airways beats Lego, Coke and Google to claim Superbrands crown

BA scores a hattrick after being voted the top consumer Superbrand for the third year running
BA scores a hattrick after being voted the top consumer Superbrand for the third year running

British Airways has retained the title as the top consumer Superbrand for the third year running.

The official Top 20 Consumer Superbrands for 2016 are:

1.  British Airways

2.  Rolex

3.  LEGO  

4.  Dyson     

5.  Gillette   

6.  Mercedes-Benz    

7.  Apple  

8.  Jaguar

9.  Kellogg's  

10. Andrex   

11. Nike     

12. Heinz   

13. Coca-Cola        

14. John Lewis   

15. Häagen-dazs

16. Google 

17. Virgin Atlantic

18. Marks & Spencer            

19. Amazon

20. Microsoft

The airline managed to fend off nearly 1,600 brands in the 21st annual Consumer Superbrands 2016 survey. It was deemed by the voting British public to represent quality, reliability and distinction.

More traditional brands were at the top of the list this year beating the new and younger technology companies.

Rolex retained second position, also for the third year running, but faced increasing competition from third placed Lego, which jumped up eight places. On the up was Dyson, which came in at number four, following high profile ads.

However, despite being placed in the top five for eight of the past nine Superbrands surveys, the BBC fell out of the Top 20 for the first time. 

Heinz, Jaguar and Marks & Spencer all re-entered the top 20, replacing stalwarts including Boots, BMW and Fairy.  

The biggest faller was US tech giant Microsoft, which dropped 16 places, although Google rose two places to 16th.

Stephen Cheliotis, chief executive of The Centre for Brand Analysis, which compiled the results for Superbrands UK, said:  "The rejection of the new for trusted, traditional brands continues to defy expectation that some challengers, such as technology enabled or social based brands, would break through.

"In fact the reverse is true, with conservatism evident among the British public after years of crisis. Although change may be accelerating in many markets, changes in perception are much slower to come through. Consumers are continuing to seek out familiar brands with which they have an emotional connection."

British Airways also topped the Business Superbrands listing for 2016, which rated the UK’s strongest business to business brands. Technology companies performed better on the listing with Apple coming in second, followed by PayPal, Google and then Microsoft.


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