Lego has been named the top consumer brand in the UK. Originated in Denmark, the flagship plastic pieces have been a popular addition for children’s toy chests for decades. The Danish manufacturer celebrated its 60^th anniversary along with the 2018 victory after creeping up Superbrands’ consumer list in the past few years.

The selection process is powered by the Center for Brand Analysis (TCBA) and surveyed 2,500 members of the British public and a council of 34 senior industry figures consisting of marketing experts, entrepreneurs and business professionals. Based on a list of 1,500 consumer brands, the surveyed were to compare brands on their perceived quality – does the brand provide quality products and services, reliability – is the brand trusted to deliver consistently, and distinction – the degree of knowability in the same business sector.

Last year’s first place belonged to British Airways, but with a major IT fault in 2017, cancellation of hundreds of flights resulted and the English aviation corporate has plunged out of the top 20 ranking. Last year’s winners, cloud computing giants Amazon and Google all fell out of the list this year.

Shaving brand, Gillette, topped the list at second place, followed by the technology giant, Apple at third place. Toilet paper brand, Andrex placed fourth and beverage corporation, Coca Cola followed in fifth place.

Multinational brands including BMW, Marks and Spencer, Boots and Disney all made it to the top 10.

“In a world where customer expectations have rightfully risen, brands cannot afford to disappoint and need to continually deliver to retain their valuable reputations. No brand, however strong, is immune to changing consumer sentiment,” Superbrands chairman Stephen Cheliotis said. British Airways falling out of the top 20 “should be a wake-up call for all brands.”