British Airways voted top '˜superbrand' for 3rd year in a row

The reputation of British Airways is flying high after the company was voted the top 'superbrand' for the third year in a row in a survey of UK consumers.

British Airways came out on top. Picture: AFP/Getty

The national airline fought off stiff competition from 1,600 other household names, including global tech firms and luxury car marques, to claim the title.

Swiss watchmaker Rolex also scored a hat trick, remaining in second place since 2014, but faced increasing competition from Lego after the Danish toy giant jumped eight places to scoop third.

Also cleaning up was vacuum cleaner firm Dyson which, following high-profile advertising campaigns fronted by entrepreneur James Dyson, climbed ten places to fourth – its highest-ever position in the annual poll.

However, other iconic brands have fared less well.

Microsoft has tumbled from fourth place last year down to 20th position, while internet sensation Google received a fairly lowly ranking at 16, though it moved up two places in the past 12 months.

And despite being placed in the top five for eight of the past nine Superbrands surveys, the BBC crashed out of the top 20 entirely for the first time.

It is thought public attention on the BBC’s funding, perceived attacks by the government and negative perceptions of its coverage of the Scottish independence debate might have taken a toll.

Results show the top 20 superbrands remain relatively consistent year-on-year. The four new listings are all re-entries into the top group.Industry experts claim quality, reliability and distinction are the key factors voters driving votes.

The say the latest findings suggest the financial crisis has seen people shun newer brands for established names.

“The rejection of the new for trusted, traditional brands continues to defy expectation that some challengers, such as technology-enabled or social-based brands, would break through,” said Stephen Cheliotis, chief executive of the Centre for Brand Analysis, which compiled the results on behalf of Superbrands UK.

“In fact the reverse is true, with conservatism evident among the British public after years of crisis.

“Although change may be accelerating in many markets, changes in perception are much slower to come through.

“Consumers are continuing to seek out familiar brands with which they have an emotional connection.”

1 British Airways

2 Rolex

3 Lego

4 Dyson

5 Gillette

6 Mercedes-Benz

7 Apple

8 Jaguar

9 Kellogg’s

10 Andrex

11 Nike

12 Heinz

13 Coca-Cola

14 John Lewis

15 Häagen-Dazs

16 Google

17 Virgin Atlantic

18 Marks & Spencer

19 Amazon.co.uk

20 Microsoft