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
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
SPONSORED FEATURES
Independent Dating
and  

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

iJobs Job Widget
iJobs General

Recruitment Genius: Solar PV Designer

£25000 - £35000 per annum: Recruitment Genius: An exciting opportunity to join...

Recruitment Genius: Telesales Executive - OTE £26,000

£14000 - £26000 per annum: Recruitment Genius: Due to continued success, this ...

Recruitment Genius: Trainee Design Consultant - Kitchens & Interiors

£12000 - £14000 per annum: Recruitment Genius: This bespoke furniture and inte...

Recruitment Genius: Solar PV Surveyor

£25000 - £35000 per annum: Recruitment Genius: An exciting opportunity to join...

Day In a Page

A Very British Coup, part two: New novel in pipeline as Jeremy Corbyn's rise inspires sequel

A Very British Coup, part two

New novel in pipeline as Jeremy Corbyn's rise inspires sequel
Philae lander data show comets could have brought 'building blocks of life' to Earth

Philae lander data show comets could have brought 'building blocks of life' to Earth

Icy dust layer holds organic compounds similar to those found in living organisms
What turns someone into a conspiracy theorist? Study to look at why some are more 'receptive' to such theories

What turns someone into a conspiracy theorist?

Study to look at why some are more 'receptive' to such theories
Chinese web dissenters using coded language to dodge censorship filters and vent frustration at government

Are you a 50-center?

Decoding the Chinese web dissenters
The Beatles film Help, released 50 years ago, signalled the birth of the 'metrosexual' man

Help signalled birth of 'metrosexual' man

The Beatles' moptop haircuts and dandified fashion introduced a new style for the modern Englishman, says Martin King
Hollywood's new diet: Has LA stolen New York's crown as the ultimate foodie trend-setter?

Hollywood's new diet trends

Has LA stolen New York's crown as the ultimate foodie trend-setter?
6 best recipe files

6 best recipe files

Get organised like a Bake Off champion and put all your show-stopping recipes in one place
Ashes 2015: Steven Finn goes from being unselectable to simply unplayable

Finn goes from being unselectable to simply unplayable

Middlesex bowler claims Ashes hat-trick of Clarke, Voges and Marsh
Mullah Omar, creator of the Taliban, is dead... for the fourth time

Mullah Omar, creator of the Taliban, is dead... again

I was once told that intelligence services declare their enemies dead to provoke them into popping up their heads and revealing their location, says Robert Fisk
Margaret Attwood on climate change: 'Time is running out for our fragile, Goldilocks planet'

Margaret Atwood on climate change

The author looks back on what she wrote about oil in 2009, and reflects on how the conversation has changed in a mere six years
New Dr Seuss manuscript discovered: What Pet Should I Get? goes on sale this week

New Dr Seuss manuscript discovered

What Pet Should I Get? goes on sale this week
Oculus Rift and the lonely cartoon hedgehog who could become the first ever virtual reality movie star

The cartoon hedgehog leading the way into a whole new reality

Virtual reality is the 'next chapter' of entertainment. Tim Walker gives it a try
Ants have unique ability to switch between individual and collective action, says study

Secrets of ants' teamwork revealed

The insects have an almost unique ability to switch between individual and collective action
Donovan interview: The singer is releasing a greatest hits album to mark his 50th year in folk

Donovan marks his 50th year in folk

The singer tells Nick Duerden about receiving death threats, why the world is 'mentally ill', and how he can write a song about anything, from ecology to crumpets
Let's Race simulator: Ultra-realistic technology recreates thrill of the Formula One circuit

Simulator recreates thrill of F1 circuit

Rory Buckeridge gets behind the wheel and explains how it works