Google climbs to top of UK brand pile

Google has topped a poll of the most powerful brands in the UK, closely followed by its chief rival Microsoft at number two.

The web search giant has moved up from the fifth place it occupied in the Superbrands rankings a year ago and replaces the BBC, which is now at number three.

Tellingly, Google has leapfrogged Microsoft which remains in the second spot it occupied at the beginning of 2007.

Top 10 most powerful UK brands in 2008

1. Google
2. Microsoft
3. BP
4. BBC
5. Glaxosmithkline
6. Rolls-Royce Group
7. Financial Times
8. British Airways
9. Fedex Express
10. Hertz

Microsoft's recent $44.6bn offer to acquire Yahoo! is widely seen as a step up in its efforts to counter Google's increasing online dominance.

Yahoo! actually dropped in the brand stakes from 79 in 2007 to 102 this year.

Apple and Vodafone both dropped out of the top 10 over the course of the past 12 months.

Other tech companies that made the top 100 include Apple (11), Nokia (18), Vodafone (25), IBM (27), HP (32) Intel (42), eBay (43), Cisco Systems (58) and BlackBerry (61).

Stephen Cheliotis, Superbrands Council chairman said brand building is likely to become even more crucial over the next few years compared to the previous decade of relative stability.

And despite the presence of relatively new US-based companies such as Google and eBay, Cheliotis said longevity and British origins are both important.

The brand rankings are based on a survey of 1,500 UK professionals along with the views of a council made up of senior business leaders.