Rolex, Coke top UK brand charts

29 February 2012

LONDON: Rolex, Coca-Cola and the BBC are all among the favourite brands of UK consumers, considerably outranking apparently more fashionable rivals like Facebook and Apple.

Superbrands and The Centre for Brand Analysis surveyed 2,000 adults in the country to discover their opinions about 500 consumer and business-to-business brands.

Rolex, the range of luxury watches, claimed top spot on an index score of 100 points, followed by Coca-Cola, the soft drink, on 84.9 points, and Google, the search engine, on 84.5 points.

Mercedes-Benz, the automaker, followed with 85.6 points, ahead of the BBC, the broadcaster, on 79.3 points, and BMW, another car manufacturer, on 72.7 points.

Duracell, the battery brand owned by Procter & Gamble, was next on 70.8 points, trumping Dulux, the paint produced by AkzoNodel, on 70.6 points.

Also in the top ten was Jaguar, the auto marque now run by Indian conglomerate Tata Group, on 70.2 points. Royal Doulton, which makes figurines and collectibles, logged 68.9 points.

Elsewhere, Wedgwood pottery, the Royal Albert Hall, a premier cultural venue in London, and John Lewis, the department store chain, all received over 68 points, a trend indicative of wider favour shown to established British brands.

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

"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."

Despite the considerable popularity of the iPhone and iPad, Apple, the electronics pioneer, only posted 64.6 points, leaving it in 18th position.

Facebook, the social network, also fell just outside the top 30 on 58.1 points, leaving it behind brands like Jack Daniel's whiskey on 60.6 points and Twinings tea on 61.2 points.

Data sourced from Marketing Magazine; additional content by Warc staff