The Top Superbrands in UK

British_Airways_857_19385812_0_0_4005_300British 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 Superbrands survey.

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.

But 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.

UntitledIt was supplanted by Rolex, which had been the brand leader for the previous two years.

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.

Rolex dropped to second place after two years at the top (AFP/Getty) “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.”

Full piece

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