The technology company moved up 16 places to clinch the runner-up spot following a year that saw it unveil its iPhone 5 and iPad mini devices. It was followed by Microsoft (third) and British Airways (fourth). The airline was the first of six British brands to appear in the top 20, a drop on the ten that dominated last year’s list.
The list of 500, based on the opinions of more than 2,900 British adults, also included Coca-Cola (fifth), BMW (11th) with Nescafe at twentieth.
Facebook ranked at 14th place this year, while rival social network Twitter failed to make the top quarter of the brands at 86 on the list. The BBC retained a place in the top 20 but fell five places in a year that saw the brand tarnished from the fallout of the Jimmy Savile scandal. Meanwhile, Marks & Spencer was the only retailer to appear In the top 20 in 17th place.
Stephen Cheliotis, chairman of the Superbrands Expert Council, says: “As consumers remain unsettled and fearful over what feels like endless economic doom and gloom, malpractice in key institutions and a weakening position for Britain in a changing world, it is perhaps no surprise that we are turning to reassuringly familiar brands that we have known throughout our lives – often much-loved British establishments that we still trust, despite recent problems for some.”
Elsewhere, Lloyds climbed 287 places to 96th, while fellow British bank RBS made it back into the rankings for the first time since 2009.
SuperBrands top 20 list
|Top 20 Consumer Superbrands 2013||Top 20 Business Superbrands 2013|
|Kellogg’s||London Stock Exchange Group|
|Marks & Spencer||Royal Mail|