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- Influential annual Superbrands list reveals the strongest consumer brands for 2012 -

Known throughout the world for its quality and iconic designs, Rolex has taken the top spot on the annual Consumer Superbrands list for the first time, beating Coca-Cola and Google to number one. Also in this years top 20 are household names, such as the BBC, Dulux and retailer John Lewis.

The official top 20 Consumer Superbrands for 2012 are:

1. Rolex 2. Coca-Cola 3. Google 4. Mercedes-Benz 5. BBC 6. BMW 7. Duracell 8. Dulux 9. Jaguar 10. Royal Doulton

11. Wedgwood 12. Royal Albert Hall 13. John Lewis 14. Michelin 15. Hilton 16. Dyson 17. Marks & Spencer 18. Apple 19. Guinness 20. Bang & Olufsen

This years poll sees great leaps for some brands, with Rolex celebrating a step up from second place to take the number one title. Technology brand Bang & Olufsen has risen 20 places from 2011, whilst innovative UK consumer appliance brand Dyson is up 15 places to 16 . Mercedes-Benz however has fallen from first to fourth place this year, whilst Apple and Microsoft have fallen out of the top 10.

British Brands make up half of the Consumer Superbrands top 20, with the Royal Albert Hall, Royal Doulton and Wedgwood climbing up the survey. The BBC remains in the top five for the sixth year in a row, with retailers John Lewis and Marks & Spencer also feature, suggesting our trust in traditional British companies is unshakeable. Stephen Cheliotis, Chairman of the Superbrands Expert Council said: It is notable that in these difficult times, we are reaffirming our faith in many traditional British brands. A Superbrand is one which

constantly delivers excellence and quality, and this years consumer poll reflects this. Both the British and international brands included in the official 2012 list are recognised both for their rich heritage and also their continued influence on todays consumers.

The Consumer Superbrands survey has been compiled since 1995 and is the benchmark annual brand barometer. Concurrent with this survey, Superbrands (UK) also published the 2012 Business Superbrands listing topped by UK engineers, Rolls-Royce Group.

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For further information, please contact: Hannah Kenward at Publicasity 0207 632 2411 / jackdaniels@publicasity.co.uk

Notes to Editors:

What is Superbrands? Superbrands is an annual initiative to identify and celebrate the UKs strongest consumer and B2B brands in Britain. Brands do not apply or pay to be considered for Superbrand status; rather the accolade of Superbrand is awarded after a rigorous and independent selection process (please see below for details). The top 500 results are published every February and a selection of the strongest brands are featured in a luxurious, hardback format book, available from all good bookshops (RRP 50), Superbrands.uk.com or by contacting 020 7079 3310. You can also stay up-to-date on Superbrands news at the Superbrands Facebook page and

Twitter.com/SuperbrandsUK Consumer Superbrands Selection Process Summary The UKs Consumer Superbrands are chosen by the British public in a national survey of over 2,000 adults. Brands do not apply or pay to be considered. The public vote is the culmination of an independent selection process administered by The Centre for Brand Analysis, which considers thousands of brands from over 50 sectors. Consumer Superbrands Selection Process Detail

The entire selection process is independently administered by The Centre for Brand Analysis (TCBA). The key stages of the selection process are as follows:

TCBA researchers compiled a list of the UKs leading brands, drawing on a wide range of sources from sector reports to blogs. From the thousands of brands initially considered, a shortlist of just over 1,500 brands was created.

Shortlisted brands were scored by the independent and voluntary Expert Council, which was assembled and chaired by TCBAs chief executive. The Council is refreshed each year. Bearing in mind the definition of a Superbrand, the council members individually awarded each brand a rating from 1-10. Council members are not allowed to score brands with which they have a direct association or are in competition to, nor do they score brands they are unfamiliar with. The lowest scoring brands (approximately 40 per cent of the list) are eliminated after a council meeting to discuss and ratify the scores.

The top 60 per cent of brands are voted on by a nationally representative sample of more than 2,000 British consumers aged 18 and above. These individuals are accessed via a YouGov panel.

The number of consumer votes each brand received determines its position in the final rankings. Only the top 500 brands in this ranking are deemed to be Superbrands.

Consumer Superbrands Definition

When voting on the brands, both the expert council and the consumers consider the following definition of a Superbrand: A Superbrand has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over other brands, which (consciously or sub-consciously) customers want and recognise.

In addition, the experts and consumers are asked to judge brands against the following three factors:

Quality. Does the brand represent quality products and services? Reliability. Can the brand be trusted to deliver consistently against its promises and maintain product and service standards at all customer touch points? Distinction. Is the brand not only well known in its sector but suitably differentiated from its competitors? Does

Who is on the Consumer Superbrands Expert Council 2012?

Stephen Cheliotis, Chairman, Expert Councils & Chief Executive, TCBA Niku Banaie, Global Chief Innovation Officer, Isobar Nick Blunden, Global Managing Director & Publisher, The Economist online Tim Britton, Chief Operating Officer, EMEA YouGov Vicky Bullen, CEO, Coley Porter Bell Colin Byrne, CEO EMEA, Weber Shandwick Nicola Clark, Head of Features, Marketing Jackie Cooper, Global Vice Chair, Brand Properties, Edelman Paul Edwards, CEO Europe, Hall & Partners Stephen Factor, Brand Engineer Lee Farrant, Partner, RPM Cheryl Giovannoni, President, Global Key Client Relationships, Landor Associates Paul Hamilton, Managing Director, Addition London Graham Hiscott, Deputy Business Editor, Daily Mirror Jack Horner, Co-Founder & Creative Director, FRUKT Mike Hughes, Director General, ISBA Lucy Johnston, Founder, The Neon Birdcage Paul Kemp-Robertson, Editorial Director & Co-Founder, Contagious Communications John Mathers, CEO, Holmes & Marchant Group Toby Moore, Founding Partner, Mesh Marketing Richard Moss, Director, Good Relations Julian Pullan, President, EMEA, Jack Morton Worldwide Crispin Reed, Managing Director, Brandhouse Nicolas Roope, Founding Partner, Poke London James Sanderson, CEO, Skive Group Raoul Shah, Joint CEO, Exposure Professor Robert Shaw, Honorary Professor, Cass Business School, Director, Value Based Marketing Forum Neil Taylor, Creative Director, The Writer Darren Thomas, Managing Director, Quiet Storm Alan Twigg, Managing Director, Light Brigade PR Andrew Walmsley, Digital Pluralist

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