British brands tip Apple off its perch



Computer giant Apple (NasdaqGS: AAPL - news) has been knocked out of an annual top 10 list of consumer "superbrands", making way for the likes of battery maker Duracell and paint company Dulux.

British brands make up half of the top 20 this year, with the Royal Albert Hall, Royal Doulton and Wedgwood rising in the league table, voted for in a national survey of 2,000 adults.

Luxury watch manufacturer Rolex topped the list for the first time, beating Coca-Cola and Google (NasdaqGS: GOOG - news) into second and third places respectively.

But the manufacturer of iPads and iPhones dropped out of the top 10 brands that had the most influence over consumers, the survey by Superbrands, published today, showed. Apple fell nine places from ninth to 18th position.

Mercedes (Xetra: 710000 - news) -Benz took fourth place, followed by the BBC the sixth year it has been in the top five ahead of Duracell and Dulux. Jaguar was up one place to number nine, while Royal Doulton held 10th position, the list showed. Stephen Cheliotis, chairman of the Superbrands Expert Council, said: "It is notable that in these difficult times, we are reaffirming our faith in many traditional British brands."

Rolls-Royce topped the business superbrands list for the second year running, beating Google, GlaxoSmithKline (Other OTC: GLAXF.PK - news) and British Airways (Other OTC: BABWF.PK - news) the highest mover into the top 20, from 43 places to fifth. Apple fared better in the business ranking, up one from last year to fourth place.

Foreign-owned technology brands including Nokia (Stockholm: NOKI-SEK.ST - news) and BlackBerry fell out of the top 20. But banks were the real "losers", Mr Cheliotis said, with not one represented in the top 20 business list.

Consumer Superbrands 2012 Business Superbrands 2012
1. Rolex 1. Rolls-Royce Group
2. Coca-Cola 2. Google
3. Google 3. GlaxoSmithKline
4. Mercedes-Benz 4. Apple
5. BBC 5. British Airways
6. BMW 6. Virgin Atlantic
7. Duracell 7. London Stock Exchange
8. Dulux 8. Bosch
9. Jaguar 9. Visa
10. Royal Doulton 10. PricewaterhouseCoopers
11. Wedgwood 11. Microsoft
12. Royal Albert Hall 12. FedEx
13. John Lewis 13. BAE Systems
14. Michelin 14. Boeing
15. Hilton 15. Eddie Stobart
16. Dyson 16. DHL
17. Marks & Spencer 17. BT
18. Apple 18. Shell
19. Guinness 19. Ernst & Young
20. Bang & Olufsen 20. Vodafone