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".
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