Google becomes UK's top brand
Updated on 21 July 2008
Google has beaten Microsoft to take the title of the UK's number one brand, according to a new poll.
The search engine was named the public's top "superbrand" for the first time, rising from last year's third position.
However Microsoft remained dominant over rival Apple which managed 11th position, with luxury car company Mercedes-Benz in third place.
None of the "big four" supermarkets - Tesco, Sainsbury's, Asda and Morrisons, made it into the top 100. Asda dropped 253 places, Tesco 230 and Sainsbury's 194 places.
Premium food brands performed better, with Marks & Spencer making the top 20 and Waitrose taking 179th place.
Fast food retailers also suffered significant falls, with Burger King dropping 317 places and McDonald's falling 235 places.
Stephen Cheliotis, chairman of the Superbrands Council which carried out the research, said: "Lifestyle brands, particularly those in the technology sector, have considerably more sway with the public than everyday staples such as the supermarkets, which now seem further than ever from the affections of the British people.
"As the spectre of rising food costs continues, they are likely to come under further scrutiny.
"The results are also a further sign that Google is continuing its dominance in the UK. It is clear that Google is the brand that people value at work and in their personal lives."
The Superbrands Council is a group of marketing, advertising and media experts.
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