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) "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) 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
- British Airways
- Marks & Spencer
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