British Airways has managed to beat more than 1,500 companies to become the first travel company ever to have topped 2014 Superbrands survey.
According to the Superbrands panel, BA’s success can partly be attributed to residual goodwill which the company gained from its association with the 2012 Olympics and Paralympics.
Rolex, which topped the ranking chart last year, has slipped down to the second place, while Apple dropped from second place last year to 14th position this year.
Google continued to slide downward for the second consecutive year from sixth to seventh place and Microsoft down from third to sixth position.
Facebook, which stood at the 14th position last year, is nowhere to be found in the top 20 list this year. Sony, on the other hand, climbed from 25th position last year to 17th this year.
Amazon.co.uk and Boots made it to the top 20 list for the first time ever at 13th and 15th spot respectively.
Heinz, Kellogg’s and Marks & Spencer retained their place in the top 20 at fifth, ninth and eighteenth places respectively. While Cadbury stood at 11th spot, Coca-Cola moved up from fifth to third spot.
BBC, Gillette, BMW, Andrex, Nike and Shell are some of the other brands making it to the top 20 list this year.
Superbrands council chairman, Stephen 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.
“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”.
