Superbrands has announced that the British public voted LEGO as number one in its annual ranking of the UK’s strongest consumer brands, ending the four year reign of British Airways.

LEGO’s capture of the number one spot, in the 60th anniversary year of the LEGO brick, seems a fitting tribute to a brand that has been rising in the rankings since 2014, when it was 25th (it rose to third in 2016 and second in 2017).


Elsewhere in the rankings, Gillette rose three places to take the runner-up position, while Apple placed third having risen three places from last year].

The Superbrand pole is voted on by 2,500 members of the British public and ratified by a voluntary council of senior independent industry experts. The process, managed by The Centre for Brand Analysis (TCBA) in partnership with Research Now SSI, saw the public judge just over 1,500 brands from across 78 categories against the three core factors inherent in a Superbrand:




“British Airways tumbling from top spot to outside of the top 20 should be a wake-up call for all brands.”

Additionally, for the first time since its launch in 1995, voters were also asked to categorise the brands into those gaining or losing cultural relevance compared to the past.


Other notable placings in the overall ranking include:  

- While both maintain top 20 positions, Marks & Spencer leapfrogged John Lewis  in the rankings (M&S rose seven, while John Lewis slipped nine).

- Google and Amazon dropped out of the top 20, despite gaining cultural relevance.

- Disney and Heathrow re-entered the top 20 for the first time since 2013.

- Despite the shift away from fossil fuels, BP and Shell re-entered the top 20 after a four- and three-year absence respectively.

- Daily staples such as Andrex, Coca-Cola, Cadbury and Heinz retained top 10 berths, but Kellogg’s and Fairy slipped out.

- Only 13 of the 78 categories reviewed saw a change in number one position, the most surprising being Sky taking top spot in the media TV category from the BBC – the first time the BBC has not topped its category in the poll.

On the new relevancy index, notable results include: 

- PayPal topped the relevancy index, while other disruptive, technology-led brands in the top 10 included Amazon, which took second place, Netflix and Google.

- Lidl and Aldi continued to prove major challengers in the grocery sector, with both placing in the top ten. 

- Both Cancer Research UK and Macmillan Cancer Support featured in the top ten, showing the growing impact of the disease across the UK.

- Superbrands leader, LEGO took sixth place.

- At the other end of the relevancy table, Little Chef was most named as the brand that had lost relevancy in the eyes of the British public. The restaurant chain was closely followed by Old Spice, Blackberry, Angel Delight and Brut, with Tizer, the Daily Star, Ovaltine, Littlewoods and Brylcreem completing the bottom 10.


“British Airways tumbling from top spot to outside of the top 20 should be a wake-up call for all brands,” said Stephen Cheliotis, CEO of The Centre for Brand Analysis and chairman of Superbrands. “In a world where customer expectations have rightfully risen, brands cannot afford to disappoint and need to continually deliver to retain their valuable reputations. No brand, however strong, is immune to changing consumer sentiment.”

The rise of fresh, disruptive brands – particularly in terms of relevance to consumers’ lives – should be an added warning to more established brands. The likes of Netflix, PurpleBricks and Zoopla may not be challenging for the top spot in the overall ranking yet, but they surely will be if they continue their current momentum and the established elite don’t respond fast enough.”


The overall top 20 Consumer Superbrands for 2018 are:

  1. LEGO

  2. Gillette

  3. Apple

  4. Andrex

  5. Coca-Cola

  6. Disney

  7. Marks & Spencer

  8. Boots

  9. Heinz

  10. BMW

  11. Cadbury

  12. Rolex

  13. BP

  14. Shell

  15. John Lewis

  16. Heathrow

  17. Jaguar

  18. Kleenex

  19. Visa

  20. Häagen-Dazs 

The top 20 Consumer Superbrands for gaining relevancy in 2018 are: 

  1. PayPal

  2. Cancer Research UK

  3. Amazon

  4. Aldi

  5. Macmillan Cancer Support

  6. LEGO

  7. Lidl

  8. Netflix

  9. Google

  10. Emirates

  11. Apple

  12. TripAdvisor

  13. Dyson

  14. Purple Bricks

  15. Zoopla

  16. Heathrow

  17. Trivago

  18. Marie Curie Cancer Care

  19. Samsung

  20. YouTube