Belfast Telegraph

British Airways wins battle of the brands for fourth year running

British Airways has retained its title as the UK's leading consumer superbrand for the fourth year running as several other "reassuring and traditional" names rose up the rankings.

The flag carrier beat more than 1,500 companies to stay at the top of the annual UK Superbrands ranking in a "conservative" list dominated by familiar names.

Lego continued its third year of upward progression, moving up one place from third to second position.

Rolex and Gillette also made the top five, while Marks & Spencer and John Lewis both moved up the rankings and Cadbury and Boots re-entered the top 20.

Cancer Research UK became the first charity brand to enter the list at 20th place.

The list is determined by 2,500 consumers, who are asked to rank each brand for quality, reliability and distinction on behalf of the Centre for Brand Analysis.

Superbrands council chairman Stephen Cheliotis said: "In what can only be described as a significant year of change, the UK public have very much opted for brands that represent continuity, consistency and comfort.

"Whether it is John Lewis or Cadbury, the top 20 brands, bar a few notable exceptions such as Google and Apple, are traditional stalwarts of UK life."

The top 20 superbrands for 2017 are:

1. British Airways

2. Lego

3. Rolex

4. Andrex

5. Gillette

6. John Lewis

7. Mercedes-Benz

8. Kellogg's

9. Apple

10. Coca-Cola

11. Dyson

12. Boots

13. Cadbury

14. Marks & Spencer

15. Jaguar

16. Fairy

17. Heinz

18. Google

19. Amazon.co.uk

20 Cancer Research UK

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