With a couple of notable exceptions, technology companies mostly underperformed in a new survey of consumer brands in the UK, which was dominated by luxury item firms, automobile manufacturers and drinks makers.
Rolex topped the list ahead of Coca-Cola, with Google the highest-ranking technology company in third. Apple and Microsoft, formerly in the top 10, dropped to 18th and 45th respectively, while Facebook and Twitter both debuted a lot higher than expected.
Twitter ranked 134th amongst all brands, ahead of such luminaries as Vodafone, Vaseline, Tesco and Ray-Ban, while Facebook, at 32nd, beat British Airways, Kellogg’s, BP and Cadbury.
After completing a shortlist of 1,700 brands determined by marketing experts and buisness professionals, Superbrands polled 2,000 consumers in the UK, asking them to rate the brands on quality, reliability and distinction. The top 500 overall brands were then ranked by total number of votes.
The top 10 brands were:
10. Royal Doulton
Notable technology brands in the list:
Read the full report here (PDF).