Apple has retained its position at the top of Superbrands’ ranking of the UK’s top business brands.

Microsoft has jumped one spot

from third in 2018

to second place, while BP falls from second to seventh place. The remainder of this year’s top five is completed by Emirates,

British Airways

and Samsung – which was the only new entry in the top 10.

The ranking is determined by surveying 2500 business professionals with purchasing or managerial responsibility, and the Business Superbrands Council, which is made up of agency leaders, academics and includes B2B Marketing co-founder James Farmer. They are asked to consider factors of quality, reliability and distinction in addition to short and long-term factors such as marketing activity and brand perception.

Stephen Cheliotis, CEO of The Centre for Brand Analysis and chairman of Superbrands, said: “In unsettled times, businesses that are well-regarded and possess a positive reputation benefit from competitive advantage over weaker branded rivals, providing greater immunity against short-term market volatility.”

Superbrands’s top 10 Business Superbrands 2019

1. Apple
2. Microsoft
3. Emirates
4. British Airways
5. Samsung
6. PayPal
7. BP
8. Mastercard
9. Google
10. Visa