Experts said that, while they are surprised with the success of Rolex, additional studies showed that most of the respondents now value cheap yet nostalgic products that offer an everyday contentment especially during trying economic times.
Experts said that, while they are surprised with the success of Rolex, additional studies showed that most of the respondents now value cheap yet nostalgic products that offer an everyday contentment especially during trying economic times.
In the same survey, Apple came in close second followed by Microsoft. Internet giant Google is on the sixth spot. Other notable brands in the top 20 include luxury brands such as Hilton (hotel chains) in seventh, Mercedes-Benz (automotive) in 10th followed by BMW (automotive). Britain's own British Broadcasting Corporation, the Heathrow Airport, oil company BP, and high street brand Marks & Spencer were also included in the list.
Renowned household names such as Kellog's, Coca-Cola, Disney, and Heinz were also part of the coveted spots in the top 20.
However, there are other surprising results as well. Social media phenomenon, Facebook only took the 14th spot, while Twitter is 86th on the list. BBC dropped from the top ten lists to the 13th place, following the ongoing controversies over the Jimmy Savile scandal. BP oil rose to 18th spot from the 35th spot last year. Retail giant Marks & Spencer is the only retailer that has made it to the top 20 despite the global brand's poor financial performance for the past few years.
According to Superbrands Expert Council Chairman Mr Stephen Cheliotis, this loyalty to the top brands came as no surprise because consumers only want to use products that they can trust. Over the years, brands and firms became bombarded with various controversies and malpractices on their fields. Consumers are turning to familiar brands during these tough times, often the much-loved British products.
In the same statement, Cheliotis said that the respondents recognise new technology brands that help them live "simpler, happier and better-connected", especially during the recession that is currently plaguing most of Europe.
Superbrands Expert Council conducted the annual poll using 5,000 British people as respondents.
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