Rolex named UK’s top consumer ‘superbrand’ for 2020

Superbrands UK has announced that Rolex has been crowned the UK’s top consumer ‘superbrand’ for 2020.

Last year’s winner Lego moved to fifth place, while Visa, Samsung and Andrex came in at second, third and fourth respectively.

Delivery app Just Eat was also successful, gaining the most voters year-on-year of any brand, with nearly 10% more votes compared to last year.

Similarly, its rival Deliveroo gained 8% more votes, which was the fifth biggest gain of any brand on the list.

Damon Segal, chief executive officer at Superbrands UK, said: “Huge congratulations to Rolex on achieving number one consumer Superbrand status, continuing its consistent and strong performance over the past few years.

“Whilst we have seen general steadiness in the last year, brands should not rest on their laurels, this year has seen momentous change in consumer behaviour, and this is likely to cause huge waves in terms of perceptions moving into 2021.”

Stephen Cheliotis, CEO of The Centre for Brand Analysis (TCBA) and Chairman of Superbrands UK Council, said: “Comparing a brand’s performance in both indexes can reveal whether a brand is much loved but increasingly irrelevant, more relevant than in the past but not yet loved, or ideally well-regarded AND deemed to be highly relevant.”

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