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BizReport : Research archives : February 26, 2008

Google brand tops British rankings

The Internet giant has overtaken British mega-brands such as the BBC and British Airways to take the top spot in an annual survey of brand reputation in the U.K.

by Helen Leggatt

While the top ten brands in this year’s U.K. Superbrands survey are still dominated by British stalwarts such as British Airways, the BBC and BP, the first and second spots have gone to U.S. brands Google and Microsoft.

Google took over as Britain’s most highly regarded brand from the BBC, which is now down in fourth place behind Microsoft and BP. The Internet search giant is also the youngest firm in the top 10, with most of the top brands having been household names for decades.

"Reputation is a company's greatest asset and brand building is likely to become even more crucial over the next few years than in the last decade of stability,” said Stephen Cheliotis, chairman of the Superbrands Council, in a recent release (.pdf).

The full Superbrand rankings can be read online (.pdf).

Tags: BBC, brand, Google, reputation

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