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Consumer Superbrands survey

Staff writer |
British retailers Marks & Spencer, Cadbury and Heinz have seen their reputation among consumers slide while British Airways, Microsoft and Nike have succeeded in winning public affection, a new survey shows.

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British Airways was named the UK's top consumer brand in the annual Consumer Superbrands survey, while Rolex was number two, followed by the BBC at number three. Microsoft and Nike completed the top five list.

Younger brands are still absent from the top 20, making little inroads in the overall rankings. Technology giant Google continued its slide, falling from seventh to 18th place. This represents Google's third consecutive fall and its biggest to date, as British consumers remain wary about billion dollar tech giants.

The list was drawn up after polling 2,500 British adults, who were asked to rank their favourites from a choice of 1,500 popular brands.

Marks & Spencer fell out of the top 20 for the first time since 2009, and his competitor John Lewis entered the top 20 for the first time in three years, taking sixth place.

Apple climbed back up four places from 14th to 10th, well-known names like Andrex, Coca-Cola and Kellogg's are among favorites, and Lego re-entered the Top 20 after one year.

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