UK consumers snub experts in brand vote

Microsoft has been voted the number one brand for the second year running by British consumers taking part in the annual Superbrands study.

The results of the 3,000-strong YouGov consumer survey listed Coca-Cola, Google, the BBC and BP in the top five.

But this was in stark contrast to those picked by media and marketing experts. They ranked Google number one, followed by Apple and its iPod sub-brand, with Mini and eBay in fourth and fifth.

Stephen Cheliotis, chairman for the Superbrands Council, said: “The expert council has not agreed with the public and it will be interesting to see whether the council is a lead indicator of what the consumers might say next year.”

Superbrands signed a five-year contract with YouGov last year to introduce consumer voting to its selection process. The deal was the first overhaul of the Superbrands award scheme – designed to recognise branding excellence – since the organisation was founded in 1995.

The Superbrands programme operates in over 60 countries worldwide.

Author: Matthew Secker

Related links:

Consumers to get their say on what makes a Superbrand

In search of identity – Stephen Cheliotis on what makes a super MR brand