Mercedes-Benz has been crowned the UK’s number one Consumer Superbrand for 2011, toppling last year’s winner Microsoft which has dropped into sixth place.
This is the first time in five years that the top spot has not been claimed by either Microsoft or Google.
The number two spot goes to luxury watch brand Rolex which placed in the same position last year, while the BBC has come in third position, having placed in the top five for the last five years.
Interestingly, 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 tenth.
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.
Stephen Cheliotis, chairman of the Expert Council & CEO, The Centre for Brand Analysis, said: “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.
“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:
Rank 2011 top 10 superbrands
8 BRITISH AIRWAYS