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| Rule Britannica? | Rule Britannica? |
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| Encyclopaedia Britannica has been ranked the 10th strongest consumer brand in the UK. With the internet dominated by free reference sites, what's its appeal? | Encyclopaedia Britannica has been ranked the 10th strongest consumer brand in the UK. With the internet dominated by free reference sites, what's its appeal? |
| In the top tome: Encyclopaedia Britannica | In the top tome: Encyclopaedia Britannica |
| You're sitting at your desk trawling Google for a BA flight on your Microsoft desktop, sipping a Coca Cola, while wearing your Rolex and checking your Apple iPhone... with your old leather bound Encyclopaedia Britannica close to hand. | You're sitting at your desk trawling Google for a BA flight on your Microsoft desktop, sipping a Coca Cola, while wearing your Rolex and checking your Apple iPhone... with your old leather bound Encyclopaedia Britannica close to hand. |
| It's not hard to spot the odd one out in the above rundown of brands likely to have your average label junkie salivating at the mouth. | It's not hard to spot the odd one out in the above rundown of brands likely to have your average label junkie salivating at the mouth. |
| In a world where Wikipedia is THE first port of call for many millions of internet users, a paid-for encyclopaedia, such as Britannica, risks looking like an ageing and ailing relative. | In a world where Wikipedia is THE first port of call for many millions of internet users, a paid-for encyclopaedia, such as Britannica, risks looking like an ageing and ailing relative. |
| But a poll of Britain's top consumer brands has placed Encyclopaedia Britannica in 10th place. | But a poll of Britain's top consumer brands has placed Encyclopaedia Britannica in 10th place. |
| In the annual Superbrands survey, Britannica leapt a notable 19 places from last year, pitching it just below Apple, one rung above Virgin Atlantic. | In the annual Superbrands survey, Britannica leapt a notable 19 places from last year, pitching it just below Apple, one rung above Virgin Atlantic. |
| How can its brand appeal be explained? And when internet users have become increasingly accustomed to getting information for free, who still pays for encyclopaedias? | How can its brand appeal be explained? And when internet users have become increasingly accustomed to getting information for free, who still pays for encyclopaedias? |
| Strong pedigree | Strong pedigree |
| Reputation and reliability are what people vote for when rating a brand, says Stephen Cheliotis, chairman of the Superbrands Expert Council. The council draws up a shortlist of 1,400 brands which the public is invited to vote for. | Reputation and reliability are what people vote for when rating a brand, says Stephen Cheliotis, chairman of the Superbrands Expert Council. The council draws up a shortlist of 1,400 brands which the public is invited to vote for. |
| BRITANNICA V WIKIPEDIA Britannica First published 1768 in ScotlandOldest English language encyclopaedia still in printContains 40m words, approx on 500,000 topicsTime magazine dubbed the Britannica the "Patriarch of the Library"Offices around the world Wikipedia Launched January 2001Biggest multi-national free encyclopaedia in world13m articles, 2.9m in EnglishRun by 23 employees in CaliforniaMany users describe it as a starting point | BRITANNICA V WIKIPEDIA Britannica First published 1768 in ScotlandOldest English language encyclopaedia still in printContains 40m words, approx on 500,000 topicsTime magazine dubbed the Britannica the "Patriarch of the Library"Offices around the world Wikipedia Launched January 2001Biggest multi-national free encyclopaedia in world13m articles, 2.9m in EnglishRun by 23 employees in CaliforniaMany users describe it as a starting point |
| "Britannica matches all the criteria for a 'superbrand'. Quality, reliability and distinction - it's different from its peers," says Mr Cheliotis. "It has been around a long time, and even with the challenge of newer online rivals it is still seen as more credible." | "Britannica matches all the criteria for a 'superbrand'. Quality, reliability and distinction - it's different from its peers," says Mr Cheliotis. "It has been around a long time, and even with the challenge of newer online rivals it is still seen as more credible." |
| Britannica, which has a pedigree of more than 200 years, is confident that its information is worth paying for. Compiled by 4,000 experts and academics from around the world it has built its reputation on reliability. | Britannica, which has a pedigree of more than 200 years, is confident that its information is worth paying for. Compiled by 4,000 experts and academics from around the world it has built its reputation on reliability. |
| The growth of the internet has seen the publisher shift its operation online. An annual subscription to the site comes in at just under £50 and it claims 40 million subscribers worldwide. The encyclopaedia is still published in book form, with 10,000 of the 32-volume sets sold each year, according to the company. | The growth of the internet has seen the publisher shift its operation online. An annual subscription to the site comes in at just under £50 and it claims 40 million subscribers worldwide. The encyclopaedia is still published in book form, with 10,000 of the 32-volume sets sold each year, according to the company. |
| But while Britannica's subscriber base is still strong, its consumer profile is surely dwarfed by names such as Nintendo, Marks & Spencer and Duracell - which all rank below it in the Superbrands top 10. | But while Britannica's subscriber base is still strong, its consumer profile is surely dwarfed by names such as Nintendo, Marks & Spencer and Duracell - which all rank below it in the Superbrands top 10. |
| Ian Grant, managing director of Britannica UK, says the company's recent marketing campaign - which stressed its difference from free web-based reference sites - has helped push it. | Ian Grant, managing director of Britannica UK, says the company's recent marketing campaign - which stressed its difference from free web-based reference sites - has helped push it. |
| Crusty professor | Crusty professor |
| "It's about personality. We've gone from a crusty old professor in a corner who woke up when poked, to an inspirational teacher. | "It's about personality. We've gone from a crusty old professor in a corner who woke up when poked, to an inspirational teacher. |
| "We're a paid service demonstrating value. Positioned in a world with Wikipedia, our slogan 'Know for sure' has been the focus," says Mr Grant. "People are just beginning to understand the difference between rigorously generated info and user-based. We talk about reliability a lot" | "We're a paid service demonstrating value. Positioned in a world with Wikipedia, our slogan 'Know for sure' has been the focus," says Mr Grant. "People are just beginning to understand the difference between rigorously generated info and user-based. We talk about reliability a lot" |
| They're a chisel, we're a drill, and you need to have the correct tool for the job Ian Grant on rival WikipediaMD for Britannica UK | They're a chisel, we're a drill, and you need to have the correct tool for the job Ian Grant on rival WikipediaMD for Britannica UK |
| But Britannica's reliability has been questioned - notably in a 2005 study by Nature magazine which claimed to have found almost as many inaccuracies in Britannica as in Wikipedia, based on a sample of articles. Britannica claimed the study was flawed and misleading. | But Britannica's reliability has been questioned - notably in a 2005 study by Nature magazine which claimed to have found almost as many inaccuracies in Britannica as in Wikipedia, based on a sample of articles. Britannica claimed the study was flawed and misleading. |
| In academic circles, where mention of Wikipedia as a source will likely meet with a heavily arched eyebrow, Britannica and other more traditional, and accountable, reference forms still hold sway. | In academic circles, where mention of Wikipedia as a source will likely meet with a heavily arched eyebrow, Britannica and other more traditional, and accountable, reference forms still hold sway. |
| "Wikipedia is a fun site to use and has a lot of interesting entries on there, but their approach wouldn't work for Encyclopaedia Britannica. They're a chisel, we're a drill, and you need to have the correct tool for the job." | "Wikipedia is a fun site to use and has a lot of interesting entries on there, but their approach wouldn't work for Encyclopaedia Britannica. They're a chisel, we're a drill, and you need to have the correct tool for the job." |
| Maybe the real reason for the Britannica's rise in the brand stakes lies in the falling fortunes of other traditionally dependable names like Nike (last year 9th, this year 29th) and Sony (10th last year, 22nd this year). | Maybe the real reason for the Britannica's rise in the brand stakes lies in the falling fortunes of other traditionally dependable names like Nike (last year 9th, this year 29th) and Sony (10th last year, 22nd this year). |
| "Other brands have fallen down - Britannica has leapt over others who haven't done so well," explains Mr Cheliotis. "But really it's a combination of reputation and the poor performance of previously high ranking brands." | "Other brands have fallen down - Britannica has leapt over others who haven't done so well," explains Mr Cheliotis. "But really it's a combination of reputation and the poor performance of previously high ranking brands." |
| Jedi spoofing | Jedi spoofing |
| "It's not as sexy or topical or in the news as often. But it makes its rise that much more impressive." | "It's not as sexy or topical or in the news as often. But it makes its rise that much more impressive." |
| But not everyone is so convinced. A strong web presence does not explain the jump up the table, says Tim Alber, a leading branding and marketing expert. | But not everyone is so convinced. A strong web presence does not explain the jump up the table, says Tim Alber, a leading branding and marketing expert. |
| "Britannica branching out [on to the internet] and taking on Wikipedia and other online sites may have affected the result but it's still very extreme." | "Britannica branching out [on to the internet] and taking on Wikipedia and other online sites may have affected the result but it's still very extreme." |
| "It reminds me of the census, when the public - as a joke - put their religion down as Jedi Knights," says Mr Alber, senior fellow at London Business School. "A group of individuals agreed to list their religion as Jedi in the last census, manipulating the results as a prank." | "It reminds me of the census, when the public - as a joke - put their religion down as Jedi Knights," says Mr Alber, senior fellow at London Business School. "A group of individuals agreed to list their religion as Jedi in the last census, manipulating the results as a prank." |
| But Mr Cheliotis denies the survey, which invites the public to vote, online, has been spoofed. | But Mr Cheliotis denies the survey, which invites the public to vote, online, has been spoofed. |
| "There is no chance to collaborate, and no one knows when it will happen," says Mr Cheliotis. "They wouldn't be able to fix the result as it goes through an independent council who check the brands." | "There is no chance to collaborate, and no one knows when it will happen," says Mr Cheliotis. "They wouldn't be able to fix the result as it goes through an independent council who check the brands." |
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