World’s leading software company Microsoft was thumped by internet search giant Google in the UK’s most popular brand race, as per this year’s Superbrands survey. Though Microsoft captured the King’s throne last year, Google fought its way to create deeper connections with the UK audience and emerged as the new ruler in the UK domain. In fact, this year Google jumped straight to the first spot from its original third position in the previous year.

However, it was not all disappointment for Microsoft as it was still way ahead of Apple, which was struggling behind at the eleventh place.

The Centre for Brand Analysis compiled the survey, and along with YouGov, canvassed the opinions of approximately 2,200 people in the UK regarding their favourite and most memorable brands.

Chief executive of the Centre for Brand Analysis and chairman of the Superbrands Council, Stephen Cheliotis said the results further indicate that Google is continuing its dominance in the UK.  

He continued that the online search engine also trounced Microsoft a few months ago to the apex of the Business Superbrands list which looks at the brands creating the most impact in the business area.

Regarding the recent results, Cheliotis said that Google clearly is the brand that people value at work as well as in their personal lives.

Moreover, recent figures from research company Hitwise also indicate that nearly nine out of ten online searches in the UK are performed through Google.

Cheliotis, however cautioned that Google may face problematic situations ahead as some begin to resent its success. He said that Google may go through a tough time in the future in maintaining people’s affections, considering its high profile clashes like the dealings with Viacom.

The top ten Superbrands (in descending order) in this year are: Google, Microsoft, Mercedes-Benz, BBC, British Airways, Royal Doulton, BMW, Bosch, Nike and Sony.