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British Airways tops B2B Superbrands list

British Airways has retained its number one position as Britain’s most cherished business Superbrand.

The airline edged out Apple in second, with Paypal, Google and Microsoft making up the top five.

In its 21st year, 1500 brands were shortlisted in the survey, with respondents asked to rank their favourite brand based on quality, reliability and distinction.

British Airways claimed the crown for the third year running, with finance and tech brands dominating the top 20.

The final rankings were decided by 2500 business professionals with purchasing and managerial responsibility, as well as an independent panel of 30 senior industry experts.

Stephen Cheliotis, chief executive of TCBA and chairman of the business Superbrands council commented: “Being a leading business Superbrand is not just about being the most well known, but also about standing out from rivals and being perceived to consistently deliver a good quality service or product.

"The fact that the business Superbrands process canvasses both B2B marketing experts and business professionals reaffirms on all counts that the brand is performing well.”

Business Superbrands 2016:

  1. British Airways
  2. Apple
  3. PayPal
  4. Google
  5. Microsoft
  6. Visa
  7. Virgin Atlantic
  8. MasterCard
  9. BP
  10. IBM
  11. American Express
  12. Shell
  13. Bosch
  14. GlaxoSmithKline
  15. Samsung 
  16. BT
  17. FedEx
  18. Johnson & Johnson
  19. Boeing
  20. Royal Mail