Research organisation Superbrands has published its list of the UK’s strongest consumer brands for 2012.
As in previous years, the results have been based on the views of business professionals, marketing experts and more than 2,000 consumers.
During the voting process, participants judged the short-listed brands against three criteria: distinction, quality and reliability. They were also asked to remember that the definition of a Superbrand is one that ‘…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.’
For 2012, watchmaker Rolex topped the survey, although the automotive sector was well represented with Mercedes-Benz, BMW, Jaguar and Michelin all making the top twenty.
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As in previous years, the results have been based on the views of business professionals, marketing experts and more than 2,000 consumers.
During the voting process, participants judged the short-listed brands against three criteria: distinction, quality and reliability. They were also asked to remember that the definition of a Superbrand is one that ‘…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.’
For 2012, watchmaker Rolex topped the survey, although the automotive sector was well represented with Mercedes-Benz, BMW, Jaguar and Michelin all making the top twenty.
 |
| Mercedes-Benz: Top automotive Superbrand 2012. |
| Superbrands: Top Twenty Consumer Brands 2012 | |||
|---|---|---|---|
| Rank | Brand | Index | Category |
| 1 | Rolex | 100.00 | Watches and Accessories |
| 2 | Coca-Cola | 84.90 | Drinks - Carbonated Soft Drinks |
| 3 | 84.51 | Internet - General | |
| 4 | Mercedes-Benz | 80.55 | Automotive - Vehicle Manufacturer |
| 5 | BBC | 79.27 | Media - TV Stations |
| 6 | BMW | 72.71 | Automotive - Vehicle Manufacturer |
| 7 | Duracell | 70.83 | Household - General Consumables |
| 8 | Dulux | 70.59 | Household - General Consumables |
| 9 | Jaguar | 70.20 | Automotive - Vehicle Manufacturer |
| 10 | Royal Doulton | 69.89 | Household - General |
| 11 | Wedgwood | 69.34 | Household - General |
| 12 | Royal Albert Hall | 68.89 | Leisure and Entertainment - Destinations |
| 13 | John Lewis | 68.46 | Retail - General |
| 14 | Michelin | 68.25 | Automotive - General |
| 15 | Hilton | 67.89 | Travel - Hotels and Resorts |
| 16 | Dyson | 66.88 | Household - Appliances |
| 17 | Marks and Spencer | 65.37 | Retail - General |
| 18 | Apple | 64.55 | Technology - Computer Hardware and Software |
| 19 | Guinness | 63.12 | Drinks - Beer and Cider |
| 20 | Bang and Olufsen | 62.98 | Technology - General |
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