A new poll of the UK's leading brands has placed Apple below Andrex.

Apple fell to 14th position in the latest Consumer Superbrands survey, which has been run every year since 1995, from its position as second in the list in 2013.

That puts the iPhone maker below Google, Heinz and even Kellogg’s, the survey of 3,000 adults and their brand loyalty said.

Top of the list is British Airways, followed by Rolex and Coca Cola. It was also beaten by Amazon, which is amongst Apple's strongest rivals in the tablet market.

But in a bit of good news for the company, its biggest competitor Samsung did not appear in the top 20.

Consumer Superbrands said that the absence of late founder Steve Jobs might have left consumers feeling the brand no longer stood for innovation in quite the same way as before.

Stephen Cheliotis, chairman of the Superbrands council, said: "Apple and the other tech giants have suffered, with Apple particularly struggling to meet arguably unrealistic high expectations.

"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."

Here is the full list:

1. British Airways
2. Rolex
3. Coca-Cola
4. BBC
5. Heinz
6. Microsoft
7. Google
8. Gillette
9. Kellogg’s
10. BMW
11. Cadbury
12. Andrex
13. Amazon.co.uk
14. Apple
15. Boots
16. Nike
17. Sony
18. Marks & Spencer
19. Shell
20. Mercedes-Benz

Loading Slideshow...
  • Mark Zuckerberg Attends Mobile World Congress 2014

    BARCELONA, SPAIN - FEBRUARY 24: Co-Founder, Chairman and CEO of Facebook Mark Zuckerberg arrives to his Keynote conference as part of the first day of the Mobile World Congress 2014 at the Fira Gran Via complex on February 24, 2014 in Barcelona, Spain. The annual Mobile World Congress hosts some of the world's largest communication companies, with many unveiling their latest phones and gadgets. The show runs from February 24 - February 27. (Photo by David Ramos/Getty Images)

  • SPAIN-TECHNOLOGY-MOBILE-FACEBOOK-ZUKERBERG

    Visitors follow on a huge display Facebook's 29-year-old billionaire creator Mark Zuckerberg speaking on the opening day of the Mobile World Congress in Barcelona, on February 24, 2014. Fresh from a $19-billion (14-billion-euro) takeover by Facebook, mobile messaging service WhatsApp said today it will launch free voice calls by mid-year. Zuckerberg was the star speaker today of the industry fair, had announced a stock and cash purchase of WhatsApp last Wednesday of $19 billion (14-billion-euro). AFP PHOTO / QUIQUE GARCIA (Photo credit should read QUIQUE GARCIA/AFP/Getty Images)

  • Mark Zuckerberg Attends Mobile World Congress

    BARCELONA, SPAIN - FEBRUARY 24: Co-Founder, Chairman and CEO of Facebook Mark Zuckerberg speaks during his keynote conference as part of the first day of the Mobile World Congress 2014 at the Fira Gran Via complex on February 24, 2014 in Barcelona, Spain. The annual Mobile World Congress hosts some of the world's largest communication companies, with many unveiling their latest phones and gadgets. The show runs from February 24 - February 27. (Photo by David Ramos/Getty Images)

  • SPAIN-TECHNOLOGY-MOBILE-WORLD-CONGRESS-SAMSUNG

    President and Ceo Head of IT and Mobile and Communication Division at Sansung Electronics JK Shin walks on the stage during a press conference at the Mobile World Congress in Barcelona, on February 24, 2014. The Mobile World Congress runs from the 24 to 27 February where participants and visitors alike can attend conferences, network, discover cutting-edge products and technologies at among the 1,700 exhibitors as well as seek industry opportunities and make deals. AFP PHOTO / QUIQUE GARCIA (Photo credit should read QUIQUE GARCIA/AFP/Getty Images)

  • SPAIN-TECHNOLOGY-MOBILE-WORLD-CONGRESS-SAMSUNG

    The Samsung Galaxy Gear 2 is presented during the 2014 Mobile World Congress in Barcelona on February 23, 2014. The Mobile World Congress runs from the 24 to 27 February where participants and visitors alike can attend conferences, network, discover cutting-edge products and technologies at among the 1,700 exhibitors as well as seek industry opportunities and make deals. AFP PHOTO/ LLUIS GENE (Photo credit should read LLUIS GENE/AFP/Getty Images)

  • SPAIN-TECHNOLOGY-MOBILE-WORLD-CONGRESS-SAMSUNG

    Samsung Galaxy Gear Fit S5 is presented during the 2014 Mobile World Congress in Barcelona on February 23, 2014. The Mobile World Congress runs from the 24 to 27 February where participants and visitors alike can attend conferences, network, discover cutting-edge products and technologies at among the 1,700 exhibitors as well as seek industry opportunities and make deals. AFP PHOTO/ LLUIS GENE (Photo credit should read LLUIS GENE/AFP/Getty Images)

  • SPAIN-TECHNOLOGY-MOBILE-WORLD-CONGRESS-SAMSUNG

    The Samsung Galaxy Gear 2 is presented during the 2014 Mobile World Congress in Barcelona on February 23, 2014. The Mobile World Congress runs from the 24 to 27 February where participants and visitors alike can attend conferences, network, discover cutting-edge products and technologies at among the 1,700 exhibitors as well as seek industry opportunities and make deals. AFP PHOTO/ LLUIS GENE (Photo credit should read LLUIS GENE/AFP/Getty Images)

  • What'sApp

    Co-founder and CEO of Whatsapp Jan Koum holds a conference during the 2014 Mobile World Congress in Barcelona on February 24, 2014 The Mobile World Congress runs from the 24 to 27 February where participants and visitors alike can attend conferences, network, discover cutting-edge products and technologies at among the 1,700 exhibitors as well as seek industry opportunities and make deals. AFP PHOTO/LLUIS GENE (Photo credit should read LLUIS GENE/AFP/Getty Images)

  • Sony Xperia Tablet Z2

    President and CEO of Sony Mobile Communications Kunimasa Suzuki presents the Xperia Z2 tablet during a press conference at the Mobile World Congress in Barcelona, on February 24, 2014. The Mobile World Congress runs from the 24 to 27 February where participants and visitors alike can attend conferences, network, discover cutting-edge products and technologies at among the 1,700 exhibitors as well as seek industry opportunities and make deals. AFP PHOTO / QUIQUE GARCIA (Photo credit should read QUIQUE GARCIA/AFP/Getty Images)

  • Nokia X

    CEO of Nokia Corporation Stephen Elop presents the new Nokia X at the Mobile World Congress in Barcelona, on February 24, 2014. The Mobile World Congress runs from the 24 to 27 February where participants and visitors alike can attend conferences, network, discover cutting-edge products and technologies at among the 1,700 exhibitors as well as seek industry opportunities and make deals. AFP PHOTO / LLUIS GENE (Photo credit should read LLUIS GENE/AFP/Getty Images)

  • Nokia X

    CEO of Nokia Corporation Stephen Elop presents the new Nokia X at the Mobile World Congress in Barcelona, on February 24, 2014. The Mobile World Congress runs from the 24 to 27 February where participants and visitors alike can attend conferences, network, discover cutting-edge products and technologies at among the 1,700 exhibitors as well as seek industry opportunities and make deals. AFP PHOTO / LLUIS GENE (Photo credit should read LLUIS GENE/AFP/Getty Images)

  • Nokia X

    CEO of Nokia Corporation Stephen Elop speaks during a press conference at the 2014 Mobile World Congress in Barcelona on February 24, 2014 The Mobile World Congress runs from the 24 to 27 February where participants and visitors alike can attend conferences, network, discover cutting-edge products and technologies at among the 1,700 exhibitors as well as seek industry opportunities and make deals. AFP PHOTO/LLUIS GENE (Photo credit should read LLUIS GENE/AFP/Getty Images)

  • Nokia

    CEO of Nokia Corporation Stephen Elop presents the new Nokia XL at the Mobile World Congress in Barcelona, on February 24, 2014. The Mobile World Congress runs from the 24 to 27 February where participants and visitors alike can attend conferences, network, discover cutting-edge products and technologies at among the 1,700 exhibitors as well as seek industry opportunities and make deals. AFP PHOTO / LLUIS GENE (Photo credit should read LLUIS GENE/AFP/Getty Images)

  • Sony Xperia Z2

    President and CEO of Sony Mobile Communications Kunimasa Suzuki presents the Smartphone Xperia Z2 during a press conference at the Mobile World Congress in Barcelona, on February 24, 2014. The Mobile World Congress runs from the 24 to 27 February where participants and visitors alike can attend conferences, network, discover cutting-edge products and technologies at among the 1,700 exhibitors as well as seek industry opportunities and make deals. AFP PHOTO / QUIQUE GARCIA (Photo credit should read QUIQUE GARCIA/AFP/Getty Images)

  • MWC 2014

    Visitors arrive at the 2014 the Mobile World Congress centre in Barcelona, on February 23, 2014.

  • Mediapad X1

    CEO Huawei Consumer Business Group, Richard Yu, prensents the Mediapad X1.

  • Ascend G6

    CMO Europe Huawei Consumer Business Group, Andrew Connell, presents The Huawei Ascend G6.

  • Talkband B1

    CEO Huawei Consumer Business Group, Richard Yu, presents the Talkband B1

  • SPAIN-TECHNOLOGY-MOBILE-WORLD-CONGRESS

    A man uses a mobile device at the Mobile World Congress in Barcelona, on February 24, 2014. The Mobile World Congress runs from the 24 to 27 February where participants and visitors alike can attend conferences, network, discover cutting-edge products and technologies at among the 1,700 exhibitors as well as seek industry opportunities and make deals. AFP PHOTO / JOSEP LAGO (Photo credit should read JOSEP LAGO/AFP/Getty Images)

  • SPAIN-TECHNOLOGY-MOBILE-WORLD-CONGRESS

    Visitors use Nokia phones at the Mobile World Congress in Barcelona, on February 24, 2014. The Mobile World Congress runs from the 24 to 27 February where participants and visitors alike can attend conferences, network, discover cutting-edge products and technologies at among the 1,700 exhibitors as well as seek industry opportunities and make deals. AFP PHOTO / JOSEP LAGO (Photo credit should read JOSEP LAGO/AFP/Getty Images)

  • SPAIN-TECHNOLOGY-MOBILE-WORLD-CONGRESS

    A woman presents an 'intelligent watch' Ibis by Finnish company Creoir during at the Mobile World Congress in Barcelona, on February 24, 2014. The Mobile World Congress runs from the 24 to 27 February where participants and visitors alike can attend conferences, network, discover cutting-edge products and technologies at among the 1,700 exhibitors as well as seek industry opportunities and make deals. AFP PHOTO / QUIQUE GARCIA (Photo credit should read QUIQUE GARCIA/AFP/Getty Images)

  • SPAIN-TECHNOLOGY-MOBILE-WORLD-CONGRESS

    A visitor looks at the Sony Xperia Z2 during a press conference at the Mobile World Congress in Barcelona, on February 24, 2014. The Mobile World Congress runs from the 24 to 27 February where participants and visitors alike can attend conferences, network, discover cutting-edge products and technologies at among the 1,700 exhibitors as well as seek industry opportunities and make deals. AFP PHOTO / QUIQUE GARCIA (Photo credit should read QUIQUE GARCIA/AFP/Getty Images)