Web giant Google has overtaken Microsoft as the UK's top brand, according to a survey of 2,200 consumers.

The 2008 Superbrand survey puts Google top for the first time, while other technology companies also perform strongly. Last year's number one – Microsoft – took second place this year, while Sony took tenth place, and Apple came eleventh.

The retail sector, and supermarkets particularly, took the biggest hit this year. Asda plummeted 253 places, Tesco dropped 230 places and Sainsbury's fell 194 places compared to the 2007 survey.

"Lifestyle brands, particularly those in the technology sector, have considerably more sway with the public than everyday staples such as the supermarkets, which now seem further than ever from the affections of the British people," said Stephen Cheliotis, chairman of the Superbrands Council.

Superbrands top ten

1. Google
2. Microsoft
3. Mercedes-Benz
4. BBC
5. British Airways
6. Royal Doulton
7. BMW
8. Bosch
9. Nike
10. Sony

Download the Superbrands Top 500 (pdf)