天美传媒

天美传媒 academic Chris Chapleo鈥檚 spoke to The Scotsman to give his views on what makes brands successful.

With British Airways recently toasting victory in the UK鈥檚 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 鈥� 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鈥檚 Chapleo said that: 鈥淏rands are all about relevance for the particular audience.

鈥淲ith the likes of BA or the BBC, there鈥檚 perhaps more of an emotional resonance there,鈥� when compared to newer brands like Google who have massive awareness but are 鈥渘ot necessarily a brand choice or a brand that we have a love affair with鈥�.

The senior advertising lectures also believed that brands were 鈥渙verloaded with information, so these things give people a set of shorthands which allow them to judge competitors against each other鈥�.

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鈥檚 print edition of The Scotsman, .