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Rolex Voted the UK's Top Consumer Superbrand for 2020

Superbrands UK revealed today that Rolex, has been voted the UK’s number one consumer brand – moving up four places from 2019. Lego, the previous winner meanwhile moved from first to fifth place, whilst Visa, Samsung and Andrex snuck in at second, third, and fourth consecutively. All beat tech giant, Apple, which came in at sixth place this year compared to its previous ranking of second.

Just Eat also saw triumph, gaining the most voters year-on-year of any brand, with nearly 10% more votes compared to last year. Likewise, rival Deliveroo gained 8% more votes, the fifth biggest gain, reflecting its growing profile as part of that sector’s deeper penetration into UK households.

Generally, steadiness remains common among the leaders, with only three of this year’s top 10 not featured in last year’s equivalent; two of those were in the wider top 20 last time and the third, Nike, in 22nd, – the sport giant being a regular in the elite group however, having appeared in the top 20 in four of the last eight years.

Damon Segal, CEO and Co-founder of The Academy of Chief Marketers, and Chief Executive Officer at Superbrands UK comments: “Huge congratulations to Rolex on achieving number one consumer Superbrand status, continuing its consistent and strong performance over the past few years. Whilst we have seen general steadiness in the last year, brands should not rest on their laurels, this year has seen momentous change in consumer behaviour, and this is likely to cause huge waves in terms of perceptions moving into 2021.”

The overall top 10 Consumer Superbrands for 2020 are:

  1. Rolex

  2. Visa

  3. Samsung

  4. Andrex

  5. LEGO

  6. Apple

  7. Coca-Cola

  8. Kellogg's

  9. British Airways

  10. Nike

In addition to the UK’s most loved brand – Superbrands also measured brand ‘relevancy’, resulting in a separate index based on whether consumers believe an individual brand has gained or lost relevance to people today. Stephen Cheliotis, CEO of The Centre for Brand Analysis (TCBA) and Chairman of Superbrands UK Council comments: “Comparing a brand’s performance in both indexes can reveal whether a brand is much loved but increasingly irrelevant, more relevant than in the past but not yet loved, or ideally well-regarded AND deemed to be highly relevant.”

This year, Macmillan Cancer Support beat 1,623 other consumer brands, including last year’s winner Amazon, to be named as the most relevant brand to British consumers. Unsurprisingly, in today’s on demand digital era, rising media streaming company Netflix took third place in this year’s relevancy, reiterating its threat to traditional media companies like ITV, while online giant Google placed fourth.

The top 10 Consumer Superbrands for net relevancy gain in 2020 are:

  1. Macmillan Cancer Support

  2. Amazon

  3. Netflix

  4. Google

  5. PayPal

  6. Samsung

  7. Visa

  8. Aldi


  10. LEGO

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. It follows a voting process involving a nationally representative sample of 2,500 UK adult consumers, combined with 30 leading experts on the Superbrands council.

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