Mercedes-Benz claims “Superbrand” crown

Mercedes-Benz has been named the UK’s top consumer “Superbrand”, while Rolls-Royce is the premier business brand, according to a study.


The car marque has beaten last year’s winner Microsoft to the number one spot, according to the annual Centre of Brand Analysis (TBCA)study.

This year’s TBCA poll is the first in five years not to be topped by Microsoft or Google.

Luxury watch brand Rolex is second, while the BBC moves up to third.

Rolls-Royce has moved from second to first spot, unseating Microsoft. It is the first time since 2007 the business poll has not been topped by either Microsoft or Google.

Blackberry has moved up one spot to second.

The two lists are compiled following analysis of the views of over 2,000 Britons.

Look out for Millward Brown’s most valuable brands list, exclusive to Marketing Week, in May.

Top 10 consumer “superbrands”

1. Mercedes-Benz
2. Rolex
3. BBC
4. Coca-Cola
5. Google
6. Microsoft
7. BMW
8. British Airways
9. Apple
10. Jaguar

Top 10 business “superbrands”

1. Rolls-Royce Group
2. Blackberry
3. Microsoft
4. Google
5. Apple
6. London Stock Exchange
7. PWC
8. GlaxoSmithKline
9. Visa
10. Bosch



Behind closed doors

MaryLou Costa

Is your brand ready for some home truths? For brands to find a place in today’s homes, marketers must look past family stereotypes, according to an exclusive survey which goes behind people’s front doors to reveal the true nature of households’ relationships with brands.


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