Currently the 10 top Consumer Superbrands 2011 is
1. Mercedes-Benz
2. Rolex
3. BBC 
4. Coca-Cola 
5. Google
6. Microsoft 
7. BMW 
8. British Airways 
9. Apple
10. Jaguar 

In contrast, business superbrands apparently rank:
1. Rolls Royce,
2 Blackberry
3 Microsoft
4 Google
5 Apple
6 London Stock Exchange
7 Price Waterhouse Coopers
8 GlaxoSmith Kline,
9 Visa
10 Bosch.

Real Business quotes Freddie Baveystock, managing consultant at brand and digital agency Rufus Leonard, says that while the selection process behind Business Superbrands is robust enough, he challenges the results.

"In what kind of business world can eBay be ranked higher than Barclays [where Barclays bouncing a direct debit payment can be rectified by selling on eBay?) or Wickes trump Sir Robert McAlpine as the go-to construction brand [DIY certainly the cheapest route]?

And since when can Office Angels be deemed a more essential resource than CapGemini or Black & Decker rate higher than Balfour Beatty?" he asks.

“The definition of ‘business’ being applied is clearly a broad one. The same can be said of the judgment criteria – quality, reliability and distinction – which obviously favour brands with a strong consumer profile.



“Looking at the report, it feels like brands have moved on, while the way they are ranked has not," adds Baveystock. "It would be more appropriate to judge today’s business brands by more dynamic criteria such as speed, flexibility and innovation.

"How responsive are they to changing market conditions? In what ways do they demonstrate an ability to adapt their brands and businesses to meet emerging needs and opportunities? Do they pioneer innovative practices and embrace new channels?"

Gaberlunzie however as ever is rooting for the last 20 in the 500 league or the "We try harder" bunch (see below and actually Avis makes it into 36th place!) 

He notices this is headed by International law firm Pinsent Masons, who recently scooped an award for Most Effective Diversity Programme at Lawyer HRA wards. 

The firm was recognised for its commitment to further development of an already robust programme, specifically launching new diversity network groups and effectively addressing barriers to entry to the profession.
 
The category was one of the most hotly contested and Pinsent Masons saw off competition from shortlists Linklaters, Hogan Lovells, Norton Rose, Berwin Leighton Paisner and Baker & McKenzie.

Others rubbing elbows and just afloat in the 500 are telecoms Inmarsat and KC, software and computer service Alcatel Lucent and aerospace defence, EADS.

Presumably only go one way - up?