The German manufacturer was awarded the accolade at a ceremony hosted by the Superbrands Organisation, a voluntary, independent council of marketing and business experts.
The award was based on the findings of a YouGov survey of 1,100 consumers, which was commissioned by the Superbrands Organisation into a total of 91 'superbrands', elected by the council.
The top eight brands overall were:
1. Coca Cola
2. ASDA
3. Gillette
4. Timberland
5. Sony
6. The Fairtrade Mark
7. Audi
8. Direct Line
Stephen Cheliotis, chairman of the Superbrands Council, said: 'The awarding of Superbrand status recognises the excellence of all 91 companies in establishing a superb reputation and building a brand that offers its customers significant, emotional and tangible advantages over its competitors.'
The Superbrands programme is endorsed by the British Brands Group, The Chartered Institute of Marketing and the Institute of Practitioners in Advertising.
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