Microsoft tops UK's most powerful brands

Microsoft has clinched the top spot for the second year running in a survey of the UK's most powerful brands, but the company failed to make the top 10 in a separate survey of media and marketing experts.

Brand monitoring group Superbrands surveyed 3,000 consumers for its annual rankings, which put Microsoft at number one, followed by Coca-Cola, Google, the BBC, BP, British Airways, Lego, Guinness, Mercedes-Benz and Cadbury.

Brands which fell out of the top 10 this year included Porsche, Marks & Spencer, Heinz and Duracell.

Stephen Cheliotis, chairman of the Superbrands council, said: "The UK public clearly love Microsoft which performs strongly among all consumer groups, although relative newcomer Google is becoming a major challenger for that elusive number one slot.

"The performance of well-established brands such as Coca-Cola, Lego and BP highlights their ongoing strength and rapport with the consumers. The expert council has not agreed with the public and it will be interesting to see whether the council is a lead indicator of what the consumers might say next year."

The expert council, which included among its number Mark Cridge, chief executive of glue London, and Tim Duffy, chief executive of M&C Saatchi, named Google as the most powerful brand.

The search giant was followed by Apple, Apple iPod, Mini, eBay, the BBC, Coca-Cola, Red Bull, Tesco and Waitrose.

There was a marked difference in the younger and older generations' top 10, with alcohol brands featuring heavily in the 18-24 age category.

The 18-24-year-olds voted for Smirnoff, Bacardi and Jack Daniel's in their top 10, while PlayStation was ranked in third place, compared to an overall position of 48th.

The over 65s voted Wedgwood, Parker and Clarks in their top 10, but they also rated highly brands more generally associated with younger people, such as Google and Nike. However, Nike failed to even make the top 10 in the 18-24 category.

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