Google beats Microsoft to become UK's top consumer brand

LONDON - Google has knocked Microsoft off the top spot to take the crown of the UK's most popular brand for the first time, according to the latest Superbrands survey.

The search engine moves up two places from the number three spot last year, knocking Microsoft into second place and Mercedes Benz into third.

The survey was compiled by the Centre for Brand Anaylsis and reflects the opinions of 2,200 members of the British public.

Google was also named as the UK's strongest brand in a Superbrands survey of 1,500 professionals earlier this year.

Despite Microsoft's drop to second place it still comfortably beat rival Apple which just missed a place in the top 10, coming in at number 11.

The BBC was the highest placed British company at number four, followed by British Airways and Royal Doulton in fifth and sixth place respectively.

The remaining places in the top 10 were taken by BMW in seventh, followed by Bosch, Nike and Sony.

None of the top four UK supermarkets - Tesco, Sainsbury's, Asda and Morrisons - made it into the top 100 superbrands.

Tesco dropped 230 places to number 301, Sainsbury's fell 194 places to 232nd and Asda dropped 253 places.

Premium food brands fared better with Marks & Spencer making it into the top 20 at number 17 and Waitrose taking 179th place.

Stephen Cheliotis, chairman of the Superbrands Council, 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."