The 12th annual top 500 Superbrands survey, released today, has listed Microsoft as the UK's strongest brand. The survey, considering around 1,400 brands in total, was carried out by an independent research company that canvassed the opinions of a panel of experts and more than 2,000 UK consumers.
This year's results show that Microsoft has returned to the top of the list after being toppled by rival Google in 2008. Another of Microsoft's adversaries, Apple, has made it into the top 10 for the very first time.
A Superbrand is defined as having "the finest reputation in its field" and is judged by three key factors; quality, reliability and distinction. It'll perhaps come as a surprise, then, to see that British Airways - who despite recent financial difficulties and a well-publicised Terminal 5 fiasco - maintains its top 10 position and has risen one place to number four.
Popular consumer brands such as Nike and Sony, meanwhile, have slipped out of the top 10 to positions 22 and 29, respectively. The highest new entry belongs to Krispy Kreme Doughnuts, in at number 68.
The top 10 Superbrands are listed as follows:
- Microsoft
- Rolex
- British Airways
- BBC
- Mercedes-Benz
- Coca-Cola
- Lego
- Apple
- Encyclopaedia Britannica
The complete top 500 Superbrands for 2009/2010 can be viewed in PDF format by clicking here.
