Microsoft topples Google as top UK brand

Wednesday 15 July 2009 | By Heidi Scott, Gosh! Media Copywriter

Software giant Microsoft is this week celebrating its rise to pole position in the UK's Superbrands list. Microsoft stole the glory from last year's winner, Google, which was relegated to third position, behind luxury watch marque Rolex.

The annual contest to find the country's most popular brands lists the top 500, as chosen by the British public in a national survey of over 2,100 adults. These top 500 are selected from a shortlist of 800 brands put forward by a panel of 29 marketing experts from a total of some 1,400 brands chosen by The Centre for Brand Analysis, which administrates the survey.

Positions four to nine in this year's list were secured by British Airways, BBC, Mercedes-Benz, Coca-Cola, Lego and Apple respectively. The surprise final entrant in the top ten was Encyclopaedia Britannica, up from 29th place last year.

The highest new entry for 2009 was Krispy Kreme, achieving position 68 and demonstrating the UK's appetite for low-cost treats during the recession. Other notable rises in the poll included a jump of 227 places for McDonald's to number 143; 189 places for Burger King to position 259; 164 spots for KFC to reach 274; and 144 rungs for Domino's Pizza to brand number 338.

Perhaps the most surprising development is that ITV – unlike its rivals Sky, MTV and Channel 4 – did not make the top 500. Stephen Cheliotis, Chief Executive of The Centre for Brand Analysis, commented, "I think a lot of people fail to understand exactly ITV's role in the channel mix, what it stands for, its value, its offering, who it is aimed at etc. It is just a little lost as a brand and this reflects the lack of support it receives."

The Superbrand results are always eagerly awaited by brand owners, perhaps because the final choice rests with the man or woman in the street, with companies not allowed to apply or pay to enter.

Stephen Cheliotis concluded, "Bearing in mind that thousands of brands are initially considered, actually making the top 500 itself is an achievement. The competition amongst brands for consumer attention and share of wallet is intense and growing fiercer."

The 2009/10 Superbrands supplement will be published with The Sunday Telegraph on 19th July but – if you can't wait – Gosh! Media can direct you to the full list.

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