British Airways has been named the top brand in the Consumer Superbrands survey, beating competitors such as Rolex, Mercedes‑Benz and Apple. This marks the fourth time the airline has claimed the top position, and it was the only airline to appear in the top 20.
The ranking is based on a poll of 2,500 UK consumers who evaluated more than 1,500 brands. Participants were asked to judge each brand on perceived quality, reliability and distinctiveness — the three criteria that define a Superbrand.
Lego rose from third to second place in the survey. Superbrands noted that “British Airways held off the Danish challenger to keep its crown, despite the challenges associated with charging for meals on short‑haul flights and recent industrial action.”
“In what can only be described as a significant year of change, the UK public have very much opted for brands that represent continuity, consistency and comfort,” said Stephen Cheliotis, CEO of The Centre for Brand Analysis, which compiled the results for Superbrands UK. “Whether it is John Lewis or Cadbury, the Top 20 brands, bar a few notable exceptions such as Google and Apple, are traditional stalwarts of UK life. This is evident from consumers still favoring British Airways, returning it again as the UK’s leading Superbrand despite its recent challenges.”