British Airways - When business people think differently from consumers

The Business Superbrands survey is out today and is grabbing plenty of coverage across the mainstream media.

The poll of 1,500 business professionals and a "council of senior business leaders" found Google at the top of a list of 500 companies.

No surprises there.

It beat off Microsoft, BP, BBC, GlaxoSmithKline, Rolls-Royce Group, Financial Times, British Airways, Fedex Express and Hertz in the top ten.

The brands are evaluated for their 'quality', 'reliability' and 'distinction'.

Roll back a week, however, and consumers had a different story to tell when it came to British Airways.

The Kaizo Advocacy Index - which measured online 'word-of-mouth' on news sites, blogs, forums and groups for five major UK airlines - found BA was not at all popular with consumers.

In fact the airline was found to be only marginally more popular than Ryanair! [Something to keep Willie Walsh awake at night]

Now this probably says something about the survey(s), consumer taste or business preferences - or all three, of course.

Kevin May, editor, Travolution

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