British Airways tops 'superbrand' poll for third year

British Airways remains the brand that resonates most strongly with a British public largely unmoved by the rise of the US technology giants.

For the third year running, International Consolidated Airline Group's flagship carrier topped a "superbrand" list compiled by the Centre for Brand Analysis, which is based on interviews with 2,500 consumers. The compilers, says The Guardian, whittle down 1,600 brands to a long-list that is then voted on by the public, who are asked to rate each name on "quality, reliability and distinction".

The top 20 shows persistent popularity for many traditional brands and stability at the top of the chart, with BA retaining its crown and Swiss watch-maker Rolex holding on to second place. Danish toy-maker Lego came in third while so-called "heritage" brands Heinz, Jaguar and Marks & Spencer all re-entered the top 20.

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In contrast, tech behemoths slipped down the list despite their near-constant presence in the voters' everyday lives. From second and third respectively in 2013, Apple and Microsoft have fallen, now being placed seventh and 20th, while the likes of Google and Amazon came in at 16th and 19th.

"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, the chief executive of the Centre for Brand Analysis. "In fact, the reverse is true, with conservatism evident among the British public after years of crisis."

Not all established brands did well, however. The BBC, which the Daily Telegraph notes has been in the top five for eight of the past nine years, fell out of the top 20 altogether this year. Reports speculate it may have been adversely affected by criticism over its coverage of the Scottish referendum and debates over its licence-fee model that remains unpopular with many.

Elsewhere, Cadbury failed to make the top 20 for the second year running, amid ongoing criticism over its tax affairs and complaints about some of its decisions, such as its change of recipe for the Creme Egg.

Boots, BMW and Fairy all also fell out of the top echelons of the chart.

The top 20 in full:

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. Haagen-Dazs

16. Google

17. Virgin Atlantic

18. Marks & Spencer

19. Amazon

20. Microsoft