The influential Superbrands rankings of the most powerful brands in the UK have been released, and Rolex has taken the top spot in the consumer list, beating Apple and Microsoft. Almost 3,000 British adults vote on the brands.
Microsoft has jumped an impressive 42 places since last year but Apple tops the B2B brand index, followed by British Airways and Google. Visa, Virgin Atlantic and IBM follow.
Stephen Cheliotis, chairman of the Superbrands Expert Council, said: “Consumers remain unsettled and fearful over what feels like endless economic doom and gloom, malpractice in key institutions and a weakening position for Britain in a changing world.
“It is perhaps no surprise that we are turning to reassuringly familiar brands that we have known throughout our lives – often much-loved British establishments that we still trust, despite recent problems for some. In addition, voters recognise newer technology brands that make our lives simpler, happier and better-connected in these difficult times.”
Consumer Superbrands – index from Superbrands
1. Rolex
2. Apple
3. Microsoft
4. British Airways
5. Coca-Cola
6. Google
7. Hilton
8. Heathrow Airport
9. Kellogg’s
10. Mercedes-Benz
11. BMW
12. Heinz
13. BBC
14. Facebook
15. Lego
16. Disney
17. Marks & Spencer
18. BP
19. Dulux
20. Nescafé
Business Superbrands 2013 – index from Superbrands
1. Apple
2. British Airways
3. Google
4. Visa
5. Virgin Atlantic
6. IBM
7. Shell
8. Microsoft
9. London Stock Exchange Group
10. Mastercard
11. BP
12: BT
13. Bosch
14. Samsung
15. FedEx
16. Rolls-Royce Group
17. Royal Mail
18. PayPal
19. GlaxoSmithKline
20. DHL
The analysis
Robin Knight, marketing, communications and strategy partner at Zolfo Cooper:
“The results demonstrate a healthy mix of the aspirational and the everyday. Irrespective of product, market or price point it is vital that every business constantly focuses on maintaining trust, integrity and loyalty in all dealings with its stakeholders – be they customers, consumers, employees or indeed any other interested party.
“Some of the results might be seen as surprising given that a number of the businesses highlighted have experienced some relatively well-publicised challenges as a result of difficult trading conditions. This just goes to show how a well-positioned brand identity can carry consumer confidence and help an organisation weather the storm as part of an overall approach to doing business.
“From a consumer perspective, the rise of Google and Facebook as trusted brands is extremely noteworthy. Their success shows how companies which seek to both innovate and permeate daily life can propel themselves into consumers’ hearts and minds and become as recognised, trusted and involving as brands with many years’ more history behind them.”
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