Superbrands top 20 features six new entrants

John Lewis, Lego and Virgin Atlantic have joined the annual Superbrands ranking of the top 20 UK consumer brands, which has been topped by British Airways for the second successive year.

Superbrands: illustration by Andy Hau
Superbrands: illustration by Andy Hau

The six brands making way are Heinz, Cadbury, Amazon.co.uk, Sony, Shell and Marks & Spencer.

Stephen Cheliotis, Superbrands' council chairman, said the results showed that consumers favoured established brands despite the popularity of new media such as Facebook (which last featured in the top 20 in 2013).

He said: "Younger brands, such as the social media giants, are sitting on the sidelines making little impact as a huge battle takes place among trusted, traditional brands seeking to remain relevant and retain their positions among the brand elite."

Google, which was founded in 1998, is the youngest brand in the top 20, but has dropped out of the top 10.

Dyson is the youngest of the other new entrants – Fairy and Haagen-Dazs. The vacuum cleaner manufacturer was founded in 1993.

Superbrands Top 20 UK consumer brand rankings 2013-2015

2015 2014 2013
British Airways British Airways Rolex
Rolex Rolex Apple
BBC Coca-Cola Microsoft
Microsoft BBC British Airways
Nike Heinz Coca-Cola
John Lewis Microsoft Google
Gillette Google Hilton
Mercedes-Benz Gillette Heathrow Airport
Kellogg's Kellogg's Kellogg's
10  Apple BMW Mercedes-Benz
11  Lego Cadbury BMW
12  Andrex Andrex Heinz
13  Boots Amazon.co.uk BBC
14  Dyson Apple Facebook
15  Coca-Cola Boots Lego
16  Fairy Nike Disney
17  BMW Sony Marks & Spencer
18  Google Marks & Spencer BP
19  Haagen-Dazs Shell Dulux
20  Virgin Atlantic Mercedes-Benz Nescafé

The ranking is calculated from a shortlist of just over 1,500 brands, scored by the Superbrands council of 33 figures from the marketing industry and an online panel of 2,500 British adults.


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