Royal Doulton has risen dramatically to take sixth place in this year’s consumer-ranked league table of the UK’s top 500 “Superbrands”.
The tabletop specialist, which is also one of only eight British companies in the top 20, sits alongside iconic brands including Google, Sony, Nike, British Airways and the BBC.
The ranking also takes Royal Doulton to No 1 within the Household – General category.
Royal Doulton is valued amongst consumers for its quality and sense of heritage – which goes back to 1815, and makes the brand the oldest within the top 10.
The company has recently collaborated, and continues to work, with Sir Terence Conran, Gordon Ramsay, Monique Lhuillier and Zandra Rhodes. The links with such high-profile names seem certain to have contributed to Royal Doulton’s year-on-year rise in the Superbrands rankings: it achieved 60th position in 2007/08 and 63rd in 2006/07.
Over 2,200 UK consumers on the YouGov panel took part in the survey. They were polled on a shortlist of around 1,350 companies, independently managed by The Centre for Brand Analysis.
The consumers were given this definition of a Superbrand: “A Superbrand has established the finest reputation in its field. It offers customers significant emotional and tangible advantages over other brands, which (consciously or unconsciously) customers want or recognise.
“All Superbrands must represent quality, reliability and distinction.”