Rolex comes top in superbrand list
The luxury goods firm beat Coca-Cola and internet search giant Google into second and third places respectively.
Stephen Cheliotis, chairman of the Superbrands Expert Council, said: "It is notable that in these difficult times, we are reaffirming our faith in many traditional British brands.
"A superbrand is one which constantly delivers excellence and quality, and this year's consumer poll reflects this.
"Both the British and international brands included in the official 2012 list are recognised both for their rich heritage and also their continued influence on today's consumers."
Mercedes-Benz is in fourth place with the BBC at number five - the sixth year it has been in the top five.
For the second year in a row, the Rolls-Royce group was named the top business superbrand. It is one of 11 British firms in the top 20 list, with others including British Airways, the London Stock Exchange and GlaxoSmithKline. The business superbrands are selected by a panel of experts and 1,600 businessmen and women from across the UK.
Technology giant Microsoft took 11th place in the business superbrands list. But the brand, along with rival Apple, had fallen out of the consumer superbrands top 10.
Apple is now in 18th slot while Microsoft does not feature in the top 20 of the consumer list at all.