Rolex, Coca-Cola and Google top Consumer Superbrands of 2012

Rolex: tops 2012 Superbrands list
Rolex: tops 2012 Superbrands list

Rolex, the luxury watch brand, has topped the Consumer Superbrands 2012 index for the first time, leaving Coca-Cola and Google at second and third place, respectively.

The annual consumer brands survey lists the top 500 consumer and B2B brands in the UK. The brands are chosen from an independent survey of more than 2,000 people, administered by The Centre for Brand Analysis.

Microsoft has plummeted out of the top 10 this year, from number six in 2010 to number 45 in this year's chart. The company's rival Apple has also dropped out of the top 10, falling nine places from ninth position to number 18.

Mercedes-Benz has fallen from first to fourth place, while Coca-Cola and Google have both crept up two places to secure their position in the top three.

British retailer John Lewis, which sat just outside the top 20 last year, has climbed eight places to sit at 13, while Marks & Spencer has remained inside the first 20 places but has dropped from 11 to 17.

The BBC remains in the top five of the Superbrands index for the sixth year in a row, though it has slipped from third to fifth position.

Social network Facebook has beaten Twitter by entering the top 100 at number 35, after not featuring in the index last year.

Stephen Cheliotis, chairman of Superbrands Expect Council, said: "It is notable that in these difficult times, we are reaffirming our faith in many traditional British brands.

"A Superbrand is one which constantly delivers excellence and quality, and this year's consumer poll reflects this.

"Both the British and international brands included in the official 2012 list are recognised both for their rich heritage and also their continued influence on today’s consumers."

To see the top 100 Superbrands of 2012, click here or view the top 50 at a glance below.

Top 50 consumer brands
RANK BRAND Official Index
1 Rolex  100.00
2 Coca-Cola  84.90
3 Google  84.51
4 Mercedes-Benz  80.55
5 BBC  79.27
6 BMW  72.71
7 Duracell  70.83
8 Dulux  70.59
9 Jaguar  70.20
10 Royal Doulton  69.89
11 Wedgwood  69.34
12 Royal Albert Hall  68.89
13 John Lewis  68.46
14 Michelin  68.25
15 Hilton  67.89
16 Dyson  66.88
17 Marks & Spencer  65.37
18 Apple  64.55
19 Guinness  63.12
20 Bang & Olufsen  62.98
21 Andrex  62.12
22 Sony  62.11
23 Glenfiddich  61.61
24 Nike  61.40
25 Twinings  61.22
26 Jack Daniel's  60.62
27 Bosch  60.51
28 AA  59.87
29 Schweppes  59.64
30 Encyclopaedia Britannica  59.36
31 Lego  59.16
32 Facebook  58.05
33 British Airways  57.82
34 Kellogg's  57.70
35 BP  57.16
36 Fairy  57.10
37 Fisher-Price  56.83
38 Cadbury  56.33
39 Green & Black's  56.18
40 Kleenex  55.90
41 adidas  54.57
42 YouTube  54.48
43 Robinsons  54.41
44 Nescafe  53.67
45 Microsoft  53.11
46 Goodyear  53.08
47 Pepsi  53.07
48 Heinz  52.98
49 Lindt  52.87
50 Pampers  52.68

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network