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British Airways Ranks First in Superbrands Survey

by Megan Hill

Mar 15, 2017
Feature

British Airways beat out brands like Rolex, Mercedes-Benz and Apple for the top spot in the Consumer Superbrands survey. It’s the fourth time the airline completed the feat and it was the only airline in the top 20.

The list is compiled from a poll of 2,500 UK consumers who vote on more than 1,500 brands. Respondents are asked to “consider each brand in relation to their perceived quality, reliability and distinction — the three factors inherent in a Superbrand.”

Lego moved up from third to second place, and Superbrands said, “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, The Centre for Brand Analysis, which compiled the results on behalf of 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.”

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