British Airways has retained its title as the UK's leading consumer superbrand as some of the oldest household names beat off competition from younger competitors.
The flag carrier beat more than 1,500 companies to stay at the top of the annual ranking of brand strength in the UK.
Superbrands council chairman Stephen Cheliotis said the airline's success was indicative of a wider trend that has seen trusted, traditional names trump younger brands such as Facebook and Twitter.
Old favourites Marks & Spencer, Cadbury, Heinz and Sony lost their places in the top 20 to John Lewis, Dyson, Haagen-Dazs and Virgin Atlantic.
Google continued its slide, falling from seventh to 18th place in its third consecutive fall and its biggest to date, while Amazon.co.uk dropped out of the top 20 altogether.
Apple climbed back up four places to 10th position, aided by the success of its latest iPhones, while Microsoft climbed two places to number four.
M&S fell out of the top 20 for the first time since 2009, while John Lewis re-entered the list for the first time since 2012 to reach sixth position and Boots moved up two places to 13.
Low-cost household names such as Andrex, Coca-Cola, Gillette and Kellogg's continued to retain their places, while Lego re-entered the top 20 following the success of its first movie.
Mr Cheliotis said: "Younger brands, such as the social media giants, are sitting on the sidelines making little impact as a huge battle takes place among trusted, traditional brands seeking to remain relevant and retain their positions among the brand elite.
"British Airways retaining number one spot is a great example of a much-loved traditional brand that has also refreshed, re-focussed on innovation and invested to remain attractive and relevant.
"It is winning out while newer innovators, such as Google, go in reverse, as the shine comes off."
The Consumer Superbrands ranking has been compiled since 1995 and is based on a survey of 2,500 adults who are asked to consider a selection of brands by the Centre for Brand Analysis.
The top 20 superbrands for 2015 are:
1. British Airways
2. Rolex
3. BBC
4. Microsoft
5. Nike
6. John Lewis
7. Gillette
8. Mercedes-Benz
9. Kellogg's
10. Apple
11. Lego
12. Andrex
13. Boots
14. Dyson
15. Coca-Cola
16. Fairy
17. BMW
18. Google
19. Haagen-Dazs
20. Virgin Atlantic
Why are you making commenting on The Herald only available to subscribers?
It should have been a safe space for informed debate, somewhere for readers to discuss issues around the biggest stories of the day, but all too often the below the line comments on most websites have become bogged down by off-topic discussions and abuse.
heraldscotland.com is tackling this problem by allowing only subscribers to comment.
We are doing this to improve the experience for our loyal readers and we believe it will reduce the ability of trolls and troublemakers, who occasionally find their way onto our site, to abuse our journalists and readers. We also hope it will help the comments section fulfil its promise as a part of Scotland's conversation with itself.
We are lucky at The Herald. We are read by an informed, educated readership who can add their knowledge and insights to our stories.
That is invaluable.
We are making the subscriber-only change to support our valued readers, who tell us they don't want the site cluttered up with irrelevant comments, untruths and abuse.
In the past, the journalist’s job was to collect and distribute information to the audience. Technology means that readers can shape a discussion. We look forward to hearing from you on heraldscotland.com
Comments & Moderation
Readers’ comments: You are personally liable for the content of any comments you upload to this website, so please act responsibly. We do not pre-moderate or monitor readers’ comments appearing on our websites, but we do post-moderate in response to complaints we receive or otherwise when a potential problem comes to our attention. You can make a complaint by using the ‘report this post’ link . We may then apply our discretion under the user terms to amend or delete comments.
Post moderation is undertaken full-time 9am-6pm on weekdays, and on a part-time basis outwith those hours.
Read the rules hereComments are closed on this article