Google beats rivals to take strongest brand accolade
Google has been named as the UK's strongest brand, according to Superbrands, leapfrogging rival Microsoft and pushing the BBC down the table.
The internet giant, which is just 10 years old, headed a list of the top 500 businesses that are normally dominated by brands with a long-term UK heritage.
It is the only brand in the top 50 to have emerged after 1990. The other businesses in the top 50 have an average age of 90 years of operation.
Software giant Microsoft came in second, followed by BP, the BBC, GlaxoSmithKline, Rolls-Royce Group, Financial Times, British Airways, Federal Express and Hertz.
Superbrands suggest that heritage and UK ownership have an impact on the strength of the brand because the top 10 positions are dominated by companies that are British stalwarts, such as BP and British Airways.
Stephen Cheliotis, chairman of the Superbrands Council, said: "British business opts for what it knows and trusts and as we head toward economic slowdown this is only going to become more important.
"The next year will put even the strongest brands to the test as they defend their organisations from the challenges that await."
However, the list also reveals that media brands have a great impact on classic commercial sectors as Google and the BBC maintained their top-five position from last year and were joined by the FT, which climbed 11 places to come seventh, along with Reuters, which jumped up two places to 13.
The top 500 league is compiled by senior business leaders and an independent survey of 1,500 professionals.
The top 10 business Superbrands 2008: