(qlmbusinessnews.com via telegraph.co.uk – – Mon, 12 Mar 2018) London, Uk – –
Lego has been voted the UK's strongest brand as previous winner British Airways fell from the top 20 ranking entirely.
Lego beat more than 1,500 companies to pole position as it celebrates its 60th anniversary, rising from 25th place in 2014 to second position last year in the annual UK Superbrands ranking.
Traditional retail and consumer goods names still dominated the list, keeping “challenger” brands at bay.
Gillette rose three places to take the runner-up position, while Apple placed third having risen three spots from last year.
Marks & Spencer leapfrogged John Lewis to seventh place as the department store slipped nine to 15th position.
Google and Amazon both dropped out of the top 20 as Disney and Heathrow both re-entered the ranking for the first time since 2013, as did BP and Shell after a four- and three-year absence respectively.
Daily staples Andrex, Coca-Cola, Cadbury and Heinz retained top 10 places, but Kellogg's and Fairy slipped out.
The list is determined by 2,500 consumers, who are asked to rank each brand for quality, reliability and distinction on behalf of the Centre for Brand Analysis.
Superbrands chairman Stephen Cheliotis said: “British Airways tumbling from top spot to outside of the top 20 should be a wake-up call for all brands.
“In a world where customer expectations have rightfully risen, brands cannot afford to disappoint and need to continually deliver to retain their valuable reputations. No brand, however strong, is immune to changing consumer sentiment.”
Last year British Airways suffered a series of embarrassing setbacks, including a costly computer meltdown, cabin crew strikes and long delays.
Add to that the backlash over its decision to axe free meals on all short-haul flights and squeeze more passengers onto planes, 2017 was a year to forget for Britain's largest carrier.
Mr Cheliotis added: “The rise of fresh, disruptive brands – particularly in terms of relevance to consumers' lives – should be an added warning to more established brands.
“The likes of Netflix, PurpleBricks and Zoopla may not be challenging for the top spot in the overall ranking yet, but they surely will be if they continue their current momentum and the established elite don't respond fast enough.”