British Airways (BA), the UK’s leading international carrier and one of the world’s leading global premium airlines, has topped the latest Superbrands survey for the first time.
The first travel company to top the list, BA beat more than 1,500 companies to top the annual ranking of brand strength in the UK. Based at London Heathrow with a fleet of more than 270 aircraft, BA flies to more than 70 different countries. In 2012 the airline carried more than 37 million customers, the airline says on its website.
The airline impressed industry experts and consumers for its ‘consistently strong performance’ and the residual goodwill from its association with the 2012 Olympics, according to Superbrands council chairman Stephen Cheliotis.
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.’
Previous leader Rolex moved to second place after two years at the top, while Apple dropped from second place last year to 14th place.
Of the other leading brands, Google dropped downward from sixth to seventh place, while Microsoft slipped from third to sixth. Facebook, which made 14th place last year, completely fell out of the top 20, but Sony moved up from 25th position last year to 17th place.
Amazon.co.uk made it the top 20 for the first time in 13th place.
Meanwhile food brands Heinz and Kellogg’s retained their place in the top 20 at fifth and ninth respectively – joined by Cadbury at 11th, while Coca-Cola moved up from fifth to third.
Running since 1995, The Consumer Superbrands ranking is based on a survey of 3,000 adults who are asked to consider a selection of brands by the Centre for Brand Analysis.