BA's T5 blunder knocks it out of Superbrands top 10

by James Quilter, Brand Republic 25-Feb-09, 09:10

LONDON - Setbacks for British Airways (BA), including the bungled launch of Terminal 5, have resulted in the airline falling out of the top 10 of the annual Business Superbrands survey for the first time.

The survey of 500 brands is voted on by a panel of 1,500 managers and organised by the Centre for Brand Analysis (CBA). It found the opening of Terminal 5 had severely damaged BA's business reputation and resulted in it dropping 28 places to 36.

CBA chairman Stephen Cheliotis said that while consumers continued to trust the BA brand, businesses, an important source of income for airlines, were running out of patience.

Cheliotis said: "Our research suggests that the more discerning business professionals might have had enough. After another turbulent year, including the T5 debacle the airline has for the first time fallen out of the top 10."

The airline is currently searching for a global marketing director, as reported by Marketing yesterday.

Another brand to drop out of the top 10 was BBC Worldwide, which fell from four to 15. The BBC’s commercial arm held the top spot in 2007.

The number one position has been retained by Google. Other new entries into the top ten include Sony, Nokia, Michelin and the London Stock Exchange, while Rolls-Royce rose from sixth to second.

Business Superbrands Top 10 2009:

Google
Rolls-Royce
Sony
Microsoft
Nokia
GlaxoSmithKline
London Stock Exchange
Michelin
BP
Bupa

Comments

Julian Esposito - 25/02/2009

Shock Horror. Would have been amazed if it had stayed in the top 10 after the fiasco of T5. Am surprised to see Rolls-Royce so high, and to even rise 4 places is impressive amongst the top brands.