British Airways has beaten tech goliaths Apple and Facebook to become Britain’s favourite brand.
The 2014 Superbrands league table, which surveyed over 2,900 consumers, named Rolex, Coca-cola and the Beeb as the UK’s top brands.
While Apple fell from second to 14th in a list of Britain’s favourite brands, Facebook has dropped out of the top 20 completely.
Stephen Cheliotis, chief executive of The Centre for Brands Analysis and Chairman of the Superbrands Council, said: “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.”
THE TOP 20 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
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