• Transform magazine
  • March 01, 2021


Top business and consumer brand of the year announced


Swiss luxury watch manufacturer Rolex was voted as the UK’s number one consumer brand, moving four places up from 2019, while Microsoft has been ranked the number one Business Superbrand, knocking Apple from the winners’ podium, a survey reveals.

The survey, led by Superbrands UK, tracks the perception of different consumer and business brands in the UK, which are then voted on by the public, professionals and industry experts. All voters were asked to judge brands against the three core factors inherent in a Superbrand: quality, reliability and distinction.

 On the consumer side, 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.

“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,” says Damon Segal, CEO at Superbands UK.

Superbands UK’s ranking also measures brand ‘relevancy,’ resulting in a separate index. Macmillan Cancer Support beat more than 1,500 consumer brands as most relevant brand to British consumers, while Netflix took third place and Google was ranked fourth.

“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,” says chairman of Superbrands UK Council, Stephen Cheliotis.