Lego replaces British Airways as UK’s top consumer brand

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