Rolex named number one consumer Superbrand 2013

Rolex: brand ambassador Roger Federer
Rolex: brand ambassador Roger Federer

Premium watchmaker Rolex has been voted the UK's number one consumer brand for the second year running, according to a list compiled by Superbrands, with Apple and Microsoft in second and third positions respectively.

Rolex, which becomes the first brand in six years to retain first position in consecutive surveys, was voted the winner by a sample of nearly 3,000 consumers, a process overseen by an expert council that included Nicola Kemp, Marketing's head of features.

The luxury watchmaker shares the list with an array of premium and prosaic brands. Troubled airline British Airways clearly still resonates with consumers and was up from 33rd last year to fourth place in this year's ranking.

It is followed by arguably the most famous soft drink brand, Coca-Cola (fifth), while Google and hotel group Hilton trailed in sixth and seventh.

Of the new entrants in the top 20, perhaps the most surprising was Heathrow Airport in eighth, with 71% of the UK public and 80% of Londoners deeming it a "Superbrand".

Food and drink brands were more prominent in this year's list compared with last year’s ranking. Kellogg’s (ninth), Heinz (12th) and newcomer Nescafe (20th) all made the league table.

Other newcomers included Disney in 16th and Facebook in 14th, the latter’s debut reinforcing the notion that social media has become instilled in consumers' lives. However, its more nimble rival Twitter failed to manoeuvre into the top 20 and was ranked 86th.

Of the more established, institutional brands, many of which have faced recent financial, reputational and Jimmy Savile-related challenges, the BBC, Marks & Spencer and BP are clearly still favoured by the British public, ranking 13th, 17th and 18th respectively.

Stephen Cheliotis, chairman of the Superbrands expert council, said: "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 know throughout our lives."

Top 20 Consumer Superbrands 2013
1 Rolex
2 Apple
3 Microsoft
4 British Airways
5 Coca-Cola
6 Google
7 Hilton
8 Heathrow Airport
9 Kellogg's
10 Mercedes-Benz
11 BMW
12 Heinz
13 BBC
14 Facebook
15 Lego
16 Disney
17 Marks & Spencer
18 BP
19 Dulux
20 Nescafé


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


Microsoft profits boosted by cloud computing drive
Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
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
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers