British Airways has been ranked as the top consumer brand in the UK for 2015.
An annual survey, carried out by The Centre for Brand Analysis, ranks the top 20 consumer brands across the country. It placed the airline at the top of the list, while established names such as Marks and Spencer (M&S) and Cadbury fell out of the list. For M&S it was the first time its not featured in the rankings since 2009.
Other notable absentees from the list included Heinz, electronics firm Sony, oil giant Shell and online retailer Amazon. M&S lost its place in the rankings after experiencing challenging trading conditions in recent months. Cadbury also suffered after a decision to change the recipe of its Creme Egg, replacing the Dairy Milk shell with "standard, traditional Cadbury milk chocolate".
Stephen Cheliotis, chief executive of The Centre for Brand Analysis, said: "The continued lack of impact from some of the newer brands is pretty ubiquitous. They don't seem to be capturing people's imagination in the same way as traditional brands."
The expert explained that he was surprised that so many traditional companies has been retaining their consumer base while newer companies were struggling to make the same impact. The top five of the survey, behind British Airways, was made up of Rolex, BBC, Microsoft and Nike, while the likes of John Lewis, Gillette and Mercedes-Benz featured in the top ten.
British Airways expansion?
The owner of British Airways, International Airlines Group (IAG), has been eyeing expansion in recent months. The organisation currently has a bid for Irish carrier Aer Lingus being considered by stakeholders, which include the Irish government and budget airline Ryanair.
IAG's interest surrounds a need for a larger presence at Heathrow Airport. Aer Lingus currently boasts a significant number of take-off and landing slots at the London airport with only British Airways, Lufthansa and Virgin Atlantic having more.
StoneX Financial Ltd (trading as “City Index”) is an execution-only service provider. This material, whether or not it states any opinions, is for general information purposes only and it does not take into account your personal circumstances or objectives. This material has been prepared using the thoughts and opinions of the author and these may change. However, City Index does not plan to provide further updates to any material once published and it is not under any obligation to keep this material up to date. This material is short term in nature and may only relate to facts and circumstances existing at a specific time or day. Nothing in this material is (or should be considered to be) financial, investment, legal, tax or other advice and no reliance should be placed on it.
No opinion given in this material constitutes a recommendation by City Index or the author that any particular investment, security, transaction or investment strategy is suitable for any specific person. The material has not been prepared in accordance with legal requirements designed to promote the independence of investment research. Although City Index is not specifically prevented from dealing before providing this material, City Index does not seek to take advantage of the material prior to its dissemination. This material is not intended for distribution to, or use by, any person in any country or jurisdiction where such distribution or use would be contrary to local law or regulation.