Google has topped the UK Superbrands survey for the first time, knocking the BBC off the top spot in a Top 500 list that's compiled by a council of senior business leaders and through an independent survey of 1,500 professionals.
The release of the iPhone, Apple TV and MacBook Air failed to give Apple a boost in the overall 2008 Superbrands survey, with the company slipping from eighth to eleven place.
Google is the only brand in the top ten to have emerged since 1990. Other firms are older and more familiar.
Microsoft took second place, BP third, BBC (Worldwide) fourth, Glaxosmithkline fifth and Rolls-Royce sixth place in the list. The Financial Times (seventh place) , British Airways (number eight), Fedex (nine) and Hertz (tenth place) round-out the top ten slots.
Superbrands Council chairman Stephen Cheliotis cautioned companies to hold their nerve in the face of economic downturn.
"It's times like these that investment in building engagement, trust and loyalty with a customer base really gets the successful businesses through difficulties caused by economic problems.
"Reputation is the company's greatest asset and brand building is to become even more crucial over the next few years than in the last decade of stability," he cautioned.
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