Google is the UK's top brand

Search giant Google has become the UK's top brand for the first time, according to a survey of consumers.

Google moved up two places from last year's poll to take top place ahead of rival Microsoft and car-maker Mercedes-Benz.

The news comes a week after figures showed that Google was used for nearly nine out of 10 searches in the UK in June, according to web monitoring firm Hitwise.

"The results are also a further sign that Google is continuing its dominance in the UK," said Stephen Cheliotis, chairman of the Superbrands Council which commissioned the research.

"It is clear that Google is the brand that people value at work and in their personal lives," Cheliotis continued.

Google also topped a poll of brands judged by professionals, who said that the word 'Google' has been firmly established in the common vernacular, helping to affirm its familiarity.

No supermarkets made it into the top 10 list of brands, but BBC and British Airways came in at fourth and fifth place respectively in the survey of 2,200 consumers.

www.superbrands.uk.com
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