Internet search engine Google has become the UK"s top brand for the first time, according to a consumer survey.
It moved up two places from last year"s poll, beating Microsoft into second place and Mercedes Benz into third. Google also topped a poll of "superbrands" as judged by professionals earlier this year.
Stephen Cheliotis, chairman of the Superbrands Council which commissioned the research, said: "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.
"The results are also a further sign that Google is continuing its dominance in the UK. It is clear that Google is the brand that people value at work and in their personal lives."