On the consumer side, Apple was nudged into second place by Rolex, but Microsoft found itself in third place, lending more credence to the belief that people's perceptions of the company have changed markedly over the last 12 months and that it is once again seen as cool. Other tech brands to feature prominently in the consumers' top 20 include Google in sixth place and Facebook in 14th place but Samsung was suspicious by its absence. Mercedes was the only carmaker to find itself in the top 10 in 10th position, while the top five was rounded out by British Airways and Coca-Cola.
Superbrands claims that the annual tables are also a good indicator of consumer and business confidence and therefore the state of the economy. "As consumers remain unsettled and fearful over what feels like endless economic doom and gloom," said Stephen Cheliotis, chairman of the Superbrands Expert Council, "it is perhaps no surprise that we are turning to reassuringly familiar brands that we have known throughout our lives."
In order to compile the business brand table, over 1900 business professionals were quizzed on brand perception while 2900 UK consumers were asked to give their impressions about a list of more than 1000 popular brands in order to compile the consumer list.