BRITISH Airways has topped the latest Superbrands survey for the first time, as Apple plummeted to 14th place below Kellogg's and Andrex.

The flag carrier beat more than 1500 companies to the top of the annual ranking of brand strength in the UK, partly because of residual goodwill from its association with the 2012 Olympics and Paralympics, according to Superbrands council chairman Stephen Cheliotis.

Last year's leader, Rolex, moved down to second place, while Apple fell from second place last year to 14th. Google also dropped for the second year running, albeit only from sixth to seventh place, and Microsoft slipped from third to sixth.

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Mr Cheliotis said: "British Airways has always performed well in the survey but over the last two years its reputation has climbed to new heights, partly through the cementing of its successful To Fly, To Serve positioning and the residual goodwill from its effective 2012 Olympic and Paralympic Games association."