Lego takes top spot as UK’s strongest brand

LEGO has been voted the UK’s strongest brand as previous winner British Airways fell from the top 20 ranking entirely.

Lego beat more than 1,500 companies to pole position as it celebrates its 60th anniversary, rising from 25th place in 2014 to second position last year in the annual UK Superbrands ranking.

Gillette rose three places to take the runner-up position, while Apple placed third having risen three places from last year.

Marks & Spencer leapfrogged John Lewis to seventh place as the department store slipped nine to 15th position.

Google and Amazon both dropped out of the top 20 as Disney and Heathrow both re-entered the ranking for the first time since 2013.

Daily staples Andrex, CocaCola, Cadbury and Heinz retained top 10 places, but Kellogg’s and Fairy slipped out.

The list is determined by 2,500 consumers, who are asked to rank each brand for quality, reliability and distinction on behalf of the Centre for Brand Analysis.

Superbrands chairman Stephen Cheliotis said: “British Airways tumbling from top spot to outside of the top 20 should be a wake-up call for all brands.”