British Airways has topped the latest Superbrands survey for the first time as Apple plummeted to 14th place below Kellogg's and toilet paper maker Andrex.
The airline beat more than 1,500 companies to top the annual ranking of brand strength in the UK, partly because of residual goodwill from its association with the 2012 Olympics, according to Superbrands council chairman Stephen Cheliotis.
Last year's leader Rolex moved to second place after two years at the top, while Apple dropped from second place last year to 14th place.
Google also slid downward for the second year running, albeit only marginally from sixth to seventh place, and Microsoft slipped from third to sixth.
Facebook, which made 14th place last year, fell out of the top 20 entirely, but Sony climbed from 25th position last year to 17th place.
Marks & Spencer retained its place in the top 20 despite falling one place to 18th, while Boots entered the top 20 for the first time at 15th place.
Amazon.co.uk also made the top 20 for the first time in 13th place.
Food brands Heinz and Kellogg's retained their place in the top 20 at fifth and ninth respectively and were joined by Cadbury in 11th, while Coca-Cola moved up from fifth to third.
The Superbrands ranking, compiled since 1995, is based on a survey of 3,000 adults asked to consider a selection of brands by the Centre for Brand Analysis.
