BA voted top UK brand
Apple and Facebook plummet in rankings
British Airways has been voted the favourite consumer brand in the UK.
The airline deposed Rolex – winner for the last two years – in the 2014 Superbrands survey. The luxury watch brand came second and Coca-Cola third in the annual survey which is compiled from the opinions of marketing experts, business professionals and 3,000 British consumers.
Apple plummeted in the annual rankings, falling from second to 14th, while Facebook fell out the top 20 having previously been ranked 14th.
Superbrands council chairman Stephen Cheliotis said: “British Airways has always performed well in the survey but over the last two years its reputation has climbed to new heights, partly through the cementing of its successful ‘To Fly, To Serve’ positioning and the residual goodwill from its effective 2012 Olympic and Paralympic Games association.”
He added that Apple and the other tech giants have suffered, with Apple particularly struggling to meet “arguably unrealistic” high expectations, and the US tech giants in general suffering from growing consumer lethargy towards their brands.
“It is increasingly clear that in the short-term at least Apple is struggling to maintain its enviable innovation record in the eyes of consumers while failing to inspire individuals without its hugely influential leader, the late Steve Jobs,” Cheliotis said.
Sony was one of the better performing tech brands, moving from 17th to 25th place, but Google fell in the rankings for the second year running, from sixth to seventh place, and Microsoft slipped from third to sixth.
Consumer Superbrands 2014
1. British Airways
18. Marks & Spencer
Apple has also slipped in the Business Superbrands rankings, from first to third, with Visa being rated as the top business-to-business brand. BA came fifth in the rankings.
Business Superbrands 2014
5. British Airways
9. Virgin Atlantic
12. American Express
13. Rolls-Royce Group
15. Royal Mail