The survey of 500 brands is voted on by a panel of 1,500 managers and organised by the Centre for Brand Analysis (CBA). It found the opening of Terminal 5 had severely damaged BA's business reputation and resulted in it dropping 28 places to 36.
CBA chairman Stephen Cheliotis said that while consumers continued to trust the BA brand, businesses, an important source of income for airlines, were running out of patience.
Cheliotis said: "Our research suggests that the more discerning business professionals might have had enough. After another turbulent year, including the T5 debacle the airline has for the first time fallen out of the top 10."
The airline is currently searching for a global marketing director, as reported by yesterday.
Another brand to drop out of the top 10 was BBC Worldwide, which fell from four to 15. The BBC’s commercial arm held the top spot in 2007.
The number one position has been retained by Google. Other new entries into the top ten include Sony, Nokia, Michelin and the London Stock Exchange, while Rolls-Royce rose from sixth to second.
Business Superbrands Top 10 2009:
- Rolls-Royce
- Sony
- Microsoft
- Nokia
- GlaxoSmithKline
- London Stock Exchange
- Michelin
- BP
- Bupa