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Rolex have pipped Apple to be top of the UK consumer Superbrands list for 2013. Cause for celebration in Geneva, surely? Well, as Heathrow airport occupies the #8 spot, maybe not! And Apple shouldn’t worry too much as they have topped the list of Business Superbrands – but hold on…British Airways is at #2… so is it an inverted list where the worst are at the top?

No, apparently not. It transpires that there is a comprehensive selection and voting process organised by The Centre for Brand Analysis (TCBA) who are essentially in the business of selling a variety of services to, yes you guessed it, brands. The TCBA researchers compile a long list of brands (many of whom have applied to be considered) which is then whittled down to a shorter list by a number of eminent experts in the field and then finally 2,900 members of a, no doubt, carefully selected general public vote for their faves online.

Each brand is to be judged against quality, reliability and distinction and as the TCBA says a Superbrand is one that ‘….. has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over its competitors, which customers want and recognise.’ Heathrow has a significant tangible advantage over its competitors in that it is the only commercial airport in, well, Heathrow. That must be it.

Of course, it is easy to be cynical about the endless modern day fixation with lists (especially if, like us, you aren’t topping any) but they can offer an insight into a nation’s shifting culture and tastes. For instance, there are only 4 food brands in the UK Top 20, Coca Cola, Kellogg’s, Heinz, and Nescafe. I wouldn’t mind betting that only Coca Cola is on that list in 5 years. And that’s not a definite as the anti-obesity lobby gains ground. Still, having just bought a controlling stake in the fresh-faced and “natural” Innocent, they may reappear in a different cloak.

Apart from the mega-success of Rolex, there are only 6 further watch brands in the UK Top 500 Superbrands, (yes, I know, Super seems to be a rather elastic pre-fix), and they are: Tag Heuer, Rotary, Timex, Swatch, Seiko and Omega. Now, where’s that application form?

Are there any watch brands (other than CW, of course) you think deserve Superbrand recognition – and why?

Consumer Superbrands 2013 Business Superbrands 2013
1. Rolex 1. Apple
2. Apple 2. British Airways
3. Microsoft 3. Google
4. British Airways 4. Visa
5. Coca-Cola 5. Virgin Atlantic
6. Google 6. IBM
7. Hilton 7. Shell
8. Heathrow Airport 8. Microsoft
9. Kellogg’s 9. London Stock Exchange Group
10. Mercedes-Benz 10. MasterCard
11. BMW 11. BP
12. Heinz 12: BT
13. BBC 13. Bosch
14. Facebook 14. Samsung
15. Lego 15. FedEx
16. Disney 16. Rolls-Royce Group
17. Marks & Spencer 17. Royal Mail
18. BP 18. PayPal
19. Dulux 19. GlaxoSmithKline
20. Nescafé 20. DHL

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