British Airways has overcome Rolex to be rated as the most respected consumer brand in the UK for the first time.
The airline beat more than 1,500 companies to the top of the annual Superbrands rankings in the UK thanks in part to the residual impact from its sponsorship of the London 2012 Games and the popularity of its “To Fly. To Serve” marketing campaign.
The list, based on the opinions of more than 3,000 British adults, saw Swiss luxury watch maker Rolex drop into second position after being unable to defend the top spot for a third year running.
The 2014 travel sector Superbrands besides BA were Thomas Cook, Heathrow, P&O Cruises, Hilton Hotels and Resorts and Virgin Trains.
Last year’s overall runner-up Apple dropped to 14th place below Google and Microsoft.
Stephen Cheliotis, chief executive of the Centre for Brands Analysis and chairman of the Superbrands Council, said: “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.
“Apple¹s 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.”
Superbrands top 20 brands:
- British Airways
- Rolex
- Coca-Cola
- BBC
- Heinz
- Microsoft
- Gillette
- Kellogg’s
- BMW
- Cadbury
- Andrex
- Amazon.co.uk
- Apple
- Boots
- Nike
- Sony
- Marks & Spencer
- Shell
- Mercedes-Benz