British Airways has been named the UK's favourite brand, while Apple has fallen bellow Kellogg's and Andrex in the latest Superbrands survey.
BA beat more than 1,500 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 after two years at the top, while Apple dropped from second place last year to 14th place.
Google also slid downward for the second year running, albeit only marginally from sixth to seventh place, and Microsoft slipped from third to sixth.
Facebook, which made 14th place last year, fell out of the top 20 entirely, but Sony climbed from 25th position last year to 17th place.
Marks & Spencer retained its place in the top 20 despite falling one place to 18th, while Boots entered the top 20 for the first time at 15th place.
Amazon.co.uk also made the top 20 for the first time in 13th place.
Food brands Heinz and Kellogg's retained their place in the top 20 at fifth and ninth places respectively and were joined by Cadbury in 11th place, while Coca-Cola moved up from fifth to third place.
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.
"On the flip side, Apple and the other tech giants have suffered, with Apple particularly struggling to meet arguably unrealistic high expectations.
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"It is increasingly clear that in the short-term at least Apple is struggling to maintain its enviable innovation record in the eyes of consumers while failing to inspire individuals without its hugely influential leader, the late Steve Jobs."
The Consumer Superbrands ranking has been compiled since 1995 and is based on a survey of 3,000 adults who are asked to consider a selection of brands by the Centre for Brand Analysis.
