Merc is No1 superbrand in UK 28 | 02 | 2011

MERCEDES-BENZ HAS toppled Microsoft from the top of the UK's Consumer Superbrand for 2011. While the IT giant slipped to sixth, Mercedes becomes the first company other than Microsoft or Google to be UK No1 for five years.

Rolex fills the No2 slot for the second successive year, while the BBC has come in at third place, having been in the top five for the last five years. The two new entries into the top 10 this year are both automotive brands in the form of BMW in seventh place, and a resurgent Jaguar in 10th.

The annual Consumer Superbrands results follow a research process administered independently by The Centre for Brand Analysis, which analysed the views of over 2,000 members of the British public.

“Mercedes-Benz has had a consistently strong performance over the last five years having been in the top 10 since 2006, so it’s great to see the brand finally come out on top especially in their 125th anniversary year," Stephen Cheliotis, chairman of the Expert Council & CEO, The Centre for Brand Analysis, said.

“This year’s Superbrands 500 features a combination of consistency and volatility, although as ever, those at the top tend to be more consistent performers.”

Wilfried Steffen, president and CEO Mercedes-Benz UK, said: “Everybody in the company is absolutely committed to delivering exceptional levels of customer service, and this survey result shows that these efforts are paying off, because the British public voted for us.”

The top 10 Consumer Superbrands 2011 are:

1. Mercedes-Benz

2. Rolex

3. BBC

4. Coca-Cola

5. Google

6. Microsoft

7. BMW

8. British Airways

9. Apple

10. Jaguar

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Jim McGill