Britain’s most iconic commerce mark belongs to luxurious motor

Rolls-Royce is ‘mark of quality’ and UK’s No1 brand, poll finds, with the luxury car firm beating out other British institutions like Cadbury and the BBC

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Rolls-Royce is the most iconic trade mark in British history.

Of 2.5m companies to officially register since the brand protection system was introduced 150 years ago, folk voted the UK car-maker No1.

In a poll by the Intellectual Property Office – where trade marks are registered – the public said it was an ‘iconic British brand name which over time has become a world wide metaphor for the best of the best’ and ‘the mark of quality’.

The phrase ‘the Rolls-Royce of’ has become part of the English language to represent an elite product in any field.

The car-maker’s director of sales and brand Julian Jenkins said: “We’re delighted that the British public have chosen Rolls-Royce as their favourite trade mark of all time.

“Our name has been synonymous with excellence for well over 100 years – the Silver Ghost was officially dubbed ‘the best car in the world’ in 1913 and we proudly retain that crown with the motor cars we hand-build at the home of Rolls-Royce at Goodwood today.

“We enjoy the rare privilege of a trade mark that transcends not only our own company, but our entire industry, with ‘the Rolls-Royce of…’ a global shorthand for the best of the best in any field.

“For us as a team it’s highly gratifying that our world-class engineering, craftsmanship and creativity resonate far beyond those who actually own and drive our motor cars.”

The rest of the top 10 were pirate station Radio Caroline, tea-maker Twinings, chocolatier Cadbury, brewer Bass, clothing manufacturer Burberry, Transport for London (TfL), Calpol, Mini and the BBC.

Intellectual Property Office chief executive Adam Williams said: “Trade marks are the foundation of brand trust.

“For 150 years they’ve helped British businesses – from corner shops and market stalls to app stores and global online retailers – build lasting relationships with consumers and stand behind the quality of their products.

“The tens of thousands who register a trade mark each year are making a statement – we’ve built something good and we’re putting our name to it.

“Whether they’re selling a favourite ale, an iconic motor vehicle or a blockbuster online game our job is to help them protect it.”

More than 400 trade marks registered before 1900 remain active – brands old enough to have survived three centuries. They include Bass – the nation’s first trade mark registered in 1876 – Bovril, Drambuie, Lyle’s Sugar, Bird’s Custard Powder, Rose’s Lime Juice Cordial, Pears Soap and Kodak.

British Brands Group chief executive officer Tom Reynolds said ‘great’ companies make a ‘significant difference to our lives’.

“Behind every brand you love there’s a trade mark making it possible,” he said.

“That name, that logo, that instantly familiar sound or symbol is a legal promise.

“A trade mark tells you who made something and means that the trust you’ve placed in a brand is theirs to own and yours to rely on.

“Some trade marks have become so embedded in our lives that they’ve become shorthand for the thing itself. Think of a tick, a swoosh, or even a silver lady on a car bonnet.

“Instantly you know exactly what you’re getting.

“That’s the power of a trade mark and it’s the foundation every iconic brand is built on.”

President of the Chartered Institute of Trade Mark Attorneys Kelly Saliger said: “It’s been 150 years since the famous Bass red triangle label was registered in the UK and since that time registrations have been filed for everything from artisan bread to craft gin and luxury cars.

“Brand recognition is a powerful asset and a registered trade mark protects it – acting as a marker in the sand that warns other businesses to steer clear and giving the owner the means to take action against those who come too close.

“With the number of trade mark applications breaking all records it’s clear that UK trade marks are going from strength to strength, and that the UK will continue to be a hotspot for innovation, business and brand.”

When the Trade Marks Registration Act 1875 came into force applications arrived by post, were recorded by hand and limited to marks used on physical goods.

Today’s register includes not just words and logos but motion and multimedia marks, holograms, and even patterns of light. Recent years have seen new categories for virtual goods, digital services and AI-assisted products.