Top UK Brands List: British Airways Is Nation’s Favourite Superbrand, But How Did They Make It?

Platterofgold Editor By Platterofgold Editor 3 Min Read

British Airways has emerged number one nation’s favourite on top UK brands list. British Airways has been voted the UK’s favourite superbrand, ahead of Apple, Rolex and Coca-Cola.

The company that was recently faced with bad publicity and brand reputation backlash on Twitter when Hasan Syed, a furious British Airways passenger used promoted tweet to complain to world about ‘lost luggage’, has now climbs to new heights on top UK brands list.

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 Super brands survey.

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.

How Did British Airways Top UK Brands List?

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.

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.

“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.

UK’s Top 20 Consumer Superbrands 2014

  • British Airways
  • Rolex
  • Coca-Cola
  • BBC
  • Heinz
  • Microsoft
  • Google
  • Gillette
  • Kellogg’s
  • BMW
  • Cadbury
  • Andrex
  • Apple
  • Boots
  • Nike
  • Sony
  • Marks & Spencer
  • Shell
  • Mercedes-Benz
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