Superbrands UK has announced their annual league tables for brands in the UK.
The league tables are based upon many different factors from sector reports to blogs to public nominations, and are narrowed down to a preliminary shortlist of 1700.
Through ratings given by judges and then a public vote this number is whittled down to 500 ‘Superbrands’. These are then seeded in order of ratings, which results in the main
B2C (business to customer) table and a B2B (business to business) table.
All those involved in the voting process are asked to bear in mind the following definition: ‘A Superbrand has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over its competitors, which customers want and recognise.’
The judging panel gives each brand a rating from 1-10, but members are not allowed to vote on brands they work with, competitor brands or those they are unfamiliar with, and the lowest scoring brands are removed from the shortlist.
In addition, the voters are asked to judge brands against the following three factors: quality, reliability and distinction.
The league tables show that Google, Apple and British Airways are highly rated as both B2C and B2B brands; making the top 10 of both tables. Apple lost out to Rolex for the top spot in the consumer table, but was able to snatch it in the business table. The full tables are below, and you can read the full results here.
The B2C Superbrands are
4. British Airways
8. Heathrow Airport
17. Marks & Spencer
Whilst the B2B Superbrands are:
2. British Airways
5. Virgin Atlantic
9. London Stock Exchange Group
16. Rolls-Royce Group
17. Royal Mail