Bournemouth University academic Chris Chapleo’s spoke to The Scotsman to give his views on what makes brands successful.
With British Airways recently toasting victory in the UK’s Consumer Superbrand rankings, Chapleo explained how BA beat more than 1,500 rivals to the prize. The Superbrand Council believe that brands with a long history will continue to outperform their rivals – an opinion echoed by Chapleo.
As Google and Amazon continued to slide down the ranking, it was the old favourites like Rolex and the BBC which topped the rankings, with BA beating the lot to first place.
BU’s Chapleo said that: “Brands are all about relevance for the particular audience.
“With the likes of BA or the BBC, there’s perhaps more of an emotional resonance there,” when compared to newer brands like Google who have massive awareness but are “not necessarily a brand choice or a brand that we have a love affair with”.
The senior advertising lectures also believed that brands were “overloaded with information, so these things give people a set of shorthands which allow them to judge competitors against each other”.
Started in 1995, the Consumer Superbrands ranking surveys 2,500 adults who are asked to consider a selection of brands by the Centre for Brand Analysis.
The article first appeared in Monday’s print edition of The Scotsman, and is available online now.