British Airways has once again beaten the likes of Apple, John Lewis and Google to the top spot of Britain’s most loved brands.
The UK’s flagship airline took first place in the annual “consumer superbrands” list by The Centre for Brand Analysis for the third year in a row, following a year of growth for the airline.
BA’s parent company International Airlines Group (IAG) posted soaring profits in its third quarter following strong demand across Europe. BA also recently announced a number of new long-haul routes, including direct flights between tech favourite Silicon Valley and London.
Dyson came in at number 4 on the list, the engineering group’s highest ever position in the survey’s 21-year history. The company’s high ranking came after a series of successful high profile advertising campaigns fronted by its eponymous founder, James Dyson.
UK’s best consumer brands – the top 20:
- British Airways
- John Lewis
- Virgin Atlantic
- Marks & Spencer
British stalwarts John Lewis and Marks & Spencer were the remaining British-owned brands to make the top 20, along with Virgin Atlantic. The report considers 1,600 brands before shortlisting a number to be put forward to 2,500 adults in the UK.
Other classic British brands fared less well. The BBC, which made the top 5 for eight of the previous nine Superbrand surveys, fell out of the top 20 altogether this year.
Heinz, Jaguar and Marks & Spencer all re-entered the top 20, replacing Boots, BMW and Fairy.
Cadbury didn’t make the top 20 for the second year in a row, following a series of changes for the company that has angered some of its most loyal customers. Recent controversial moves include tweaking its creme eggs recipe and cutting the number of bars in a packet of Cadbury’s Fingers,blaming escalating cocoa and production costs.
“Conservatism is evident among the British public. Consumers are continuing to seek out familiar brands with which they have an emotional connection,” said Stephen Cheliotis, chief executive of The Centre for Brand Analysis
By Elizabeth Anderson via The Telegraph