Here’s something to do next weekend: gather everyone you know and love and ask them to answer one simple question; what’s your favourite brand? If your nearest and dearest are anything like the 2500 industry insiders and shoppers who make up the audience responsible for putting together the annual Superbrands list, the likely response is Lego.
For the second year in a row, the Danish company has topped the “Consumer Superbrands” charts, beating off competition from the likes of Coca-Cola, Mastercard and Dyson.
3,200 brands spread across 141 categories – and let’s take a second to think about how many brands that actually is: did Buzz Sweets make the cut? What can Frey Bentos do to slide into the top 10 in 2020? Where art thou Londis? – were evaluated for quality, reliability, and distinction.
Providing near-forensic insight into some of Britain’s strongest brands, as seen through the eyes of experts and consumers, this year’s findings also revealed that the bulk of Brits involved in the survey consider Amazon to be the most “relevant” brand around.
A slightly stranger proposition than the Consumer Superbrands list, this quest for ongoing relevance finds room for everyone from Aldi to TripAdvisor via Oral-B and Heathrow airport.