Other brands that were included in the top 10 Superbrands list were the BBC, British Airways, Mercedes-Benz, Porsche, Marks & Spencer, Google, Heinz, Duracell and Sony.
This year saw consumers contributing to the final decision on the winners for the first time. Two thousand people were asked to evaluate 650 brands, contained on a shortlist drawn up by the Superbrands Council, through a survey conducted in conjunction with YouGov.
The process threw up some interesting discrepancies between the brand rankings awarded by the Superbrands Council and those allocated by consumers.
For example, the council awarded Guinness a score of 100, which would have placed it in top spot, but consumers gave it only 58.9, pushing it down the rankings to number 78. Similarly, Apple, which was ranked 25th overall, was awarded 97.9 by the council, but just 72.2 by consumers.
Last year, the Superbrands Council did not rank any of the award winners.
The survey respondents were asked to judge the brands against the following definition of a Superbrand: 'A Superbrand has established the finest reputation in its field and offers consumers emotional and tangible advantages over other brands, which consumers want and recognise.'
Superbrands said it had decided to include consumers in the selection process for the awards this year because they are becoming increasingly brand savvy.
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