Over 1,500 brands were included in both surveys and British Airways was voted in fourth place in the Business Index and fifth place in the Consumer Index. The airline also secured the number one spot in the ‘Travel – Airlines’ category in the consumer survey, ahead of 18 of its competitors from the UK and internationally.
Alex Cruz, British Airways’ Chairman and Chief Executive said: “It’s our centenary year and we couldn’t be more proud to be flying the flag for Britain. We’re thrilled to be featured as one the top five Superbrands alongside some incredible global organisations. We’re investing more than £6.5 billion to ensure British Airways offers a world-class service – but we’re never complacent and we will continue to strive to ensure we meet and surpass our customer and colleagues’ expectations.”
All voters were asked to judge brands against the three core factors inherent in a Superbrand: quality, reliability and distinction. According to the experts at Superbrands, brand perception and voting by individuals is also influenced by a range of both short and long-term factors, from the brand’s current profile to its latest marketing activities and new product and service developments, giving a holistic picture of how brands are currently perceived.
The business Superbrands voting process involving 2,500 UK business professionals, supplemented by an expert council comprising 24 senior business-to-business marketing leaders.
In addition to the British public vote in the consumer Superbrands survey, which was weighted to reflect the breadth of opinion across the whole country, all brands awarded Superbrand status were also highly rated by an objective and voluntary council of senior industry experts to provide a secondary quality control mechanism.
Brands do not pay or apply to be considered – in order to provide a broad review of the market and identify the strongest brands in each category, all the key players in each sector need to be voted on.
The research process was managed by The Centre for Brand Analysis (TCBA) in partnership with Dynata, one of the world’s leading data research companies.