Rolex is UK’s favourite brand as consumers turn to familiar and trust-worthy brands

Rolex retained its first spot as the UK’s favourite superbrand, beating Apple and Microsoft which bagged second and third places respectively, in a consumer poll conducted annually. The Swiss watch maker topped the list for the second time in a row, based on its timeless appeal. The top 20 Consumer Superbrands list, voted on by 3,000 Britons, also included British Airways at the fourth spot, while Coca Cola occupied the fifth place. While Google came in sixth, Hilton was placed seventh on the list.

Heathrow Airport, which finished eighth, was deemed to be a superbrand by 71% of voters and 80% of Londoners. The list also included other household names including Kellogg’s (ninth), Heinz (12th), Lego 15th), Disney (16th) and Nescafe (20th). While Apple moved up the list by 16 places, Microsoft jumped to the third spot from its 45th place held previously.

Social media companies did not do too well this year, with Facebook occupying the 14th place, while Twitter was nowhere in the top 20 list, languishing at 86th rank. BBC dropped from last year’s fifth spot to 13th place this year owning to the recent bout of scandals. Notably, Marks & Spencer was the only retailer to make it into the top 20 in 17th place.

Explaining the consumer behaviour, Stephen Cheliotis, chairman of the Superbrands Expert Council, said, “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.”

The top 20 Consumer Superbrands for 2013 are:

1. Rolex
2. Apple
3. Microsoft
4. British Airways
5. Coca-Cola
6. Google
7. Hilton
8. Heathrow Airport
9. Kellogg’s
10. Mercedez-Benz
11. BMW
12. Heinz
13. BBC
14. Facebook
15. Lego
16. Disney
17. Marks & Spencer
18. BP
19. Dulux
20. Nescafe