British Airways climbs to new heights as it tops UK brands list

The airline was voted the nation's favourite superbrand, ahead of Apple, Rolex and Coca-Cola

British Airways has become the first travel company to be voted the nation’s favourite brand – beating off the likes of Apple, Coca-Cola and the BBC.

The airline beat more than 1,500 companies to top the latest annual Consumer Superbrands survey.

Superbrands council chairman, Stephen Cheliotis, said the flag carrier was propelled into first place partly because of residual goodwill from its association with the 2012 Olympics and Paralympics.

But the survey delivered a less positive outcome for Apple, which plummeted from second place last year to 14th place, putting it below Kellogg’s and Andrex.

It was supplanted by Rolex, which had been the brand leader for the previous two years.

Mr 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.

Rolex dropped to second place after two years at the top (AFP/Getty) Rolex dropped to second place after two years at the top (AFP/Getty) "On the flip side, Apple and the other tech giants have suffered, with Apple particularly struggling to meet arguably unrealistic high expectations.

"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.

"Apple's reputation is taking a hit while the fall of its US peers suggests a growing lethargy among consumers towards the American tech giants in general."

Google also slid downward for the second year running, from sixth to seventh place, and Microsoft fell from third to sixth.

Facebook, which made 14th place last year, fell out of the top 20 entirely, but Sony climbed from 25th position last year to 17th place.

Coca-Cola moved up from fifth to third place (AFP/Getty) Coca-Cola moved up from fifth to third place (AFP/Getty) Marks & Spencer retained its place in the top 20 despite falling one place to 18th, while Boots entered the top 20 for the first time at 15th place.

Amazon.co.uk also made the top 20 for the first time in 13th place.

Food brands Heinz and Kellogg's retained their place in the top 20 at fifth and ninth places respectively and were joined by Cadbury in 11th place, while Coca-Cola moved up from fifth to third place.

The Consumer Superbrands ranking has been compiled since 1995 and is based on a survey of 3,000 adults who are asked to consider a selection of brands by the Centre for Brand Analysis.

Top 20 Consumer Superbrands 2014

  1. British Airways
  2. Rolex
  3. Coca-Cola
  4. BBC
  5. Heinz
  6. Microsoft
  7. Google
  8. Gillette
  9. Kellogg’s
  10. BMW
  11. Cadbury
  12. Andrex
  13. Amazon.co.uk
  14. Apple
  15. Boots
  16. Nike
  17. Sony
  18. Marks & Spencer
  19. Shell
  20. Mercedes-Benz
Start your day with The Independent, sign up for daily news emails
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA special investigation by Andy McSmith
Life and Style
love + sex
Arts and Entertainment
Victoria Wood, Kayvan Novak, Alexa Chung, Chris Moyles
tvReview: No soggy bottoms, but plenty of other baking disasters on The Great Comic Relief Bake Off
Sport
Ashley Young celebrates the winner for Manchester United against Newcastle
footballNewcastle 0 Man United 1: Last minute strike seals precious victory
Life and Style
Tikka Masala has been overtaken by Jalfrezi as the nation's most popular curry
food + drink
Arts and Entertainment
Seth Rogan is one of America’s most famous pot smokers
filmAmy Pascal resigned after her personal emails were leaked following a cyber-attack sparked by the actor's film The Interview
News
Benjamin Netanyahu and his cartoon bomb – the Israeli PM shows his ‘evidence’
people
Arts and Entertainment
80s trailblazer: comedian Tracey Ullman
tv
News
i100
Life and Style
A statue of the Flemish geographer Gerard Kremer, Geradus Mercator (1512 - 1594) which was unveiled at the Geographical Congree at Anvers. He was the first person to use the word atlas to describe a book of maps.
techThe 16th century cartographer created the atlas
Arts and Entertainment
Stephen Tompkinson is back as DCI Banks
tvReview: Episode one of the new series played it safe, but at least this drama has a winning formula
News
i100
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

Recruitment Genius: UI / UX Designer

£25000 - £35000 per annum: Recruitment Genius: This firm are focussed on assis...

Recruitment Genius: General Processor

£7 per hour: Recruitment Genius: A vacancy has arisen for a General Processor ...

Recruitment Genius: Outbound Sales Executive - B2B

£18000 - £22000 per annum: Recruitment Genius: A great opportunity has arisen ...

Recruitment Genius: Online Sales and Customer Services Associate

£14000 - £16000 per annum: Recruitment Genius: Full time and Part time positio...

Day In a Page

War with Isis: Iraq's government fights to win back Tikrit from militants - but then what?

Baghdad fights to win back Tikrit from Isis – but then what?

Patrick Cockburn reports from Kirkuk on a conflict which sectarianism has made intractable
Living with Alzheimer's: What is it really like to be diagnosed with early-onset dementia?

What is it like to live with Alzheimer's?

Depicting early-onset Alzheimer's, the film 'Still Alice' had a profound effect on Joy Watson, who lives with the illness. She tells Kate Hilpern how she's coped with the diagnosis
The Internet of Things: Meet the British salesman who gave real-world items a virtual life

Setting in motion the Internet of Things

British salesman Kevin Ashton gave real-world items a virtual life
Election 2015: Latest polling reveals Tories and Labour on course to win the same number of seats - with the SNP holding the balance of power

Election 2015: A dead heat between Mr Bean and Dick Dastardly!

Lord Ashcroft reveals latest polling – and which character voters associate with each leader
Audiences queue up for 'true stories told live' as cult competition The Moth goes global

Cult competition The Moth goes global

The non-profit 'slam storytelling' competition was founded in 1997 by the novelist George Dawes Green and has seen Malcolm Gladwell, Salman Rushdie and Molly Ringwald all take their turn at the mic
Pakistani women come out fighting: A hard-hitting play focuses on female Muslim boxers

Pakistani women come out fighting

Hard-hitting new play 'No Guts, No Heart, No Glory' focuses on female Muslim boxers
Leonora Carrington transcended her stolid background to become an avant garde star

Surreal deal: Leonora Carrington

The artist transcended her stolid background to become an avant garde star
LGBT History Month: Pupils discuss topics from Sappho to same-sex marriage

Education: LGBT History Month

Pupils have been discussing topics from Sappho to same-sex marriage
11 best gel eyeliners

Go bold this season: 11 best gel eyeliners

Use an ink pot eyeliner to go bold on the eyes with this season's feline flicked winged liner
Cricket World Cup 2015: Tournament runs riot to make the event more hit than miss...

Cricket World Cup runs riot to make the event more hit than miss...

The tournament has reached its halfway mark and scores of 300 and amazing catches abound. One thing never changes, though – everyone loves beating England
Katarina Johnson-Thompson: Heptathlete ready to jump at first major title

Katarina Johnson-Thompson: Ready to jump at first major title

After her 2014 was ruined by injury, 21-year-old Briton is leading pentathlete going into this week’s European Indoors. Now she intends to turn form into gold
Syrian conflict is the world's first 'climate change war', say scientists, but it won't be the last one

Climate change key in Syrian conflict

And it will trigger more war in future
How I outwitted the Gestapo

How I outwitted the Gestapo

My life as a Jew in wartime Berlin
The nation's favourite animal revealed

The nation's favourite animal revealed

Women like cuddly creatures whilst men like creepy-crawlies
Is this the way to get young people to vote?

Getting young people to vote

From #VOTESELFISH to Bite the Ballot