Lego has been voted the strongest brand in the UK, beating more than 1,500 others in the annual Superbrands ranking.
The toymaker, which is celebrating the 60th anniversary of the Lego brick this year, overhauled airline British Airways to top the so-called superbrand rankings for the first time.
British Airways, which had topped the rankings for the last four years, did not even make the top 20 this year.
Superbrands chairman Stephen Cheliotis said: “British Airways tumbling from top spot to outside of the top 20 should be a wake-up call for all brands.
“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.”
Superbrand 2018 consumer top 20 in full
Position Brand
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 Haagen-Dazs
