Lego Britain’s favourite brand again, but Amazon ‘most relevant’

Lego has been named Britain’s favourite brand for the second consecutive year, having knocked British Airways off the number one spot in 2018.

This is according to the annual Superbrands index, which ranks some 1,500 brands based on input from industry experts and British consumers.

But despite Lego taking the popular crown, Amazon was ranked as the brand most ‘relevant’ to the lives of ordinary Brits.

The top ten for relevancy was also stuffed with bricks-and-mortar discount retailers, with Aldi ranking second and Lidl sixth.

And in what might mark a shift in the ongoing smartphone battle, handset manufacturer Samsung trounced Apple, with the tech giants ranking ninth and 16th respectively on the relevancy index.

Despite this, Apple retains much of its ‘cool factor’ amongst Brits, placing second in the overall list of the country’s favourite brands.

Lego has had a number of major recent wins, including hugely successful tie-ins with other entertainment megabrands such as Star Wars and Marvel.

The top ten consumer brands for Brits, according to Superbrands:

1. Lego
2. Apple
3. Gillette
4. Rolex
5. British Airways
6. Coca-Cola
7. Andrex
8. Mastercard
9. Visa
10. Dyson