UK consumers opt for familiar with British Airways topping brand ranking

Only four new entries – Boots, Cadbury, Cancer Research UK, and Fairy – appeared in the top 20 in the 22nd annual Consumer Superbrands list.

A poll of 2,500 UK consumers considered over 1,500 brands in relation to their perceived quality, reliability and distinction.

Rather than opting for younger brands, such as Netflix and Facebook, consumers voted for the conventional. Brands such as Kellogg’s and Heinz performed strongly. Also, despite recent struggles, established UK retailers, John Lewis and Marks & Spencer moved up in the rankings. Even new-entries, Cadbury and Boots, are heritage brands, noted the study.

Stephen Cheliotis, chief executive of The Centre for Brand Analysis (TCBA), which compiled the results on behalf of Superbrands, said: "[The] UK public have very much opted for brands that represent continuity, consistency and comfort."

The top 20 brands, bar a few notable exceptions such as Google and Apple, are traditional stalwarts of UK life, he observed. "This is evident from consumers still favouring British Airways, returning it again as the UK’s leading Superbrand despite its recent challenges."

Lego, moved up one place from third to second, its third year of progression. Meanwhile, Cancer Research UK becomes the first charity brand to enter the top 20.

The official Top 20 Consumer Superbrands for 2017 are:

1. British Airways
2. Lego
3. Rolex
4. Andrex
5. Gillette
6. John Lewis
7. Mercedes-Benz
8. Kellogg’s
9. Apple
10. Coca-Cola
11. Dyson
12. Boots
13. Cadbury
14. Marks & Spencer
15. Jaguar
16. Fairy
17. Heinz
18. Google
19. Amazon

The 2016 Superbrands ranking can be found here.