Dyson heralded as British ‘superbrand’ as Microsoft plunges in popularity

By Kitty Knowles 22 February 2016
James Dyson unveils the Dyson 360 Eye robot in Japan. Pic: YouTube/Dyson

Dyson flies the flag for UK, but US brands take a tumble in the Superbrands survey.

Today the biggest British ‘Superbrands‘ have been announced reflecting which companies the British voting public rate most when it comes to quality, reliability, and distinction. 

The rankings, compiled by The Centre for Brand Analysis in London, are based on the results of a survey of 2,500 British adults.

This year, while British Airways and Rolex held pole positions for the third year in a row, it’s Dyson that is leading the way, while many other stalwarts appear to have dropped out of favour. 

How has Dyson delivered?

Dyson has surged up the rankings to this year reach its highest ever position in the survey. The British brand, famed for their best-in-class vacuum cleaners, this year ranked in fourth position, up from fourteenth in 2015 (prior to this the company didn’t even feature in the Top 20). 

Researchers at The Centre for Brand Analysis (TCBA) say that the company’s success is due to its recent series of high profile advertising campaigns fronted by the brands eponymous entrepreneur James Dyson.

That may be the case, but we also think that this charming pet of a cleaning product, the Dyson 360 Eye robot, has something to do with the brand’s recent rise to success.

Read more: A look inside Dyson’s house of the future

Who’s failing?

Ranking in seventh and eighteenth, Apple and, appear to be holding on to their reputation – just – however many big tech brands are losing momentum.

The biggest faller this year is US tech giant Microsoft, which dropped 16 places. We’ve previously warned that with Windows 10, Microsoft might be sitting in the last chance saloon, and now for all Satya Nadella’s business savvy, it seems that the company can’t escape its dire mobile experience and lack of street cred ‘cool’.

Although rising two places to 16th, Superbrands UK says Google also remains well off its historical highs (perhaps that’s because of its dodgy tax deals?). How the mighty have fallen.

Microsoft CEO Satya Nadella wh
Microsoft CEO Satya Nadella.

Bumbling BBC

Perhaps predictably, the BBC has also failed to keep up appearances. Despite being placed in the Top 5 for eight of the past nine Superbrands surveys (and a great deal of hoo-ha being made around the broadcaster’s latest digital shift), the BBC this year fell out of the Top 20 entirely for the first time.

The TBCA suggest this could be linked to attention on the BBC’s funding, perceived ‘attacks’ by the government and negative perceptions of its coverage of the Scottish independence debate, but we can’t help but feel that maybe younger generations are simply moving away from the traditional broadcasting model. Netflix and chill anyone?

Read more: UK’s £6m Netflix rival puts fans first

Invisibility for Uber & Facebook

To add to this year’s fumbles, Britons have still to shake the comfort of tradition to fully embrace newer businesses. While Superbrands UK couldn’t reveal the companies’ exact rankings, it confirmed that younger digital businesses, such as Facebook and Uber, were “nowhere near” the Top 20.

Goodwill is slowly built and is equally slowly lost, especially in times of financial crisis, it seems.

Stephen Cheliotis, Chief Executive of The Centre for Brand Analysis said: “The rejection of the new for trusted, traditional brands continues to defy expectation that some challengers, such as technology enabled or social based brands, would break through.”

See Britain’s favourite Superbrands below…

The official Top 20 Consumer Superbrands for 2016
1. British Airways
2. Rolex
4. Dyson
5. Gillette
6. Mercedes-Benz
7. Apple
8. Jaguar
9. Kellogg’s
10. Andrex
11. Nike
12. Heinz
13. Coca-Cola
14. John Lewis
15. Häagen-Dazs
17. Virgin Atlantic
18. Marks & Spencer
20. Microsoft