Apple remains in the top 10 list for both consumers and businesses in the Superbrands 2016 survey — and, in fact, gained in popularity among consumers.
When it comes to consumer “superbrands,” the top 10 list is British Airways, Rolex, LEGO, Dyson, Gillette, Mercedes-Benz, Apple, Jaguar, Kellogg’s, and Andrex. Apple rose from 10th place in 2015 to seventh place this year.
The top 10 business superbrands were British Airways, Apple, PayPal, Google, Microsoft, Visa, Virgin Atlantic, MasterCard, BP, and IBM. Apple was in second place in the 2015 results, as well.
The annual Superbrands survey is independently administered by The Centre for Brand Analysis (TCBA). Brands don’t apply or pay to be considered.
On the consumer side, a database of consumer brands operating in the UK was compiled using a range of sources, from sector reports to blogs. From the thousands of brands initially identified, nearly 1,600 brands were shortlisted. This shortlist was scored by two separate groups of voters, including a nationally representative sample of 2,500 British adults accessed via Lightspeed GMI online panel. The best performing brands were awarded Consumer Superbrands status.
On the business side, a database of business-to-business brands operating in the UK was compiled using a wide range of sources, from sector reports to blogs. From the thousands of brands initially identified, nearly 1,500 brands were shortlisted. This shortlist was scored by two separate groups of voters, including 2,500 business professionals with purchasing or managerial responsibility. The best performing brands were awarded Business Superbrands status.