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Which? climbs superbrands list

Poll puts us ahead of other British magazines

Which? says standards need to improve

Which? says standards need to improve

Which? is the most reputable British magazine according to a survey of the nation’s top brands.

In a list of the top 500 superbrands,we beat other media such as Channel 4, the Guardian and Observer, the Daily Telegraph, Vogue, the Economist and Cosmopolitan.

Overall, Google is the UK’s number one brand, rising from last year’s third position.

Microsoft – which claimed top position last year – drops down one place, ahead of Mercedes Benz, the BBC and British Airways.


A superbrand is defined by the Superbrands Council –  a group of marketing, advertising and media experts – as one that has ‘established the finest reputation in its field’.

Which? came 187 in the list – up from 201 in 2006 – in the newspaper and magazine sector.

None of the ‘big four’ supermarkets – Tesco, Sainsbury’s, Asda and Morrisons, made it into the top 200.

Sainsbury’s plummeted 194 places to 232, Tesco fell 230 places to 301 and Asda dropped 253 places to 439th.

Premium food brands performed better, with Marks & Spencer making the top 20 and Waitrose rising to 179.

Fast food retailers suffered significant falls, with McDonald’s falling 235 places to 370 and Burger King dropping 317 places to 448.

Consumer poll

Members of the panel rated a list of 1,350 brands according to quality, reliability and distinctiveness.

The brands were then assessed by a consumer survey of 2,200 people and this survey was then used to create the list of the top 500 ‘superbrands’.

Stephen Cheliotis, chairman of the Superbrands Council, said: ‘Lifestyle brands, particularly those in the technology sector, have considerably more sway with the public than everyday staples such as the supermarkets, which now seem further than ever from the affections of the British people.

‘As the spectre of rising food costs continues, they are likely to come under further scrutiny.

‘The results are also a further sign that Google is continuing its dominance in the UK. It is clear that Google is the brand that people value at work and in their personal lives.’

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