Date: Wednesday, February 27, 2008
Google is UK’s Biggest Brand
Google has managed to pip the BBC and Microsoft to take first place in a Superbrands survey to find the UK’s biggest corporate brand. The annual Superbrands’ top 500 report quizzed 1,500 business professionals on the quality, reliability and distinction of brands in the UK.
Joining Google in the top ten were Microsoft, BP, the BBC, GlaxoSmithKline, Rolls-Royce, the Financial Times, British Airways, FedEx and Hertz. While Microsoft failed to move from last year's number two slot, last year's winner, the BBC, dropped three places to number four. Some of last year's biggest brands dropped out of the top ten altogether, including Apple, which fell to 11th and BT, which slipped a massive 44 places from fourth to 48th.
Stephen Cheliotis, Superbrands chairperson, said that this year’s list was mainly populated by well-established brands, as Google and eBay, which came in at 43rd, were the only businesses established after 1990 that made the top 50. Mr Cheliotis believes that better-established brands with a strong reputation will continue to dominate the UK due to its well-publicised economic troubles. He said: "British business opts for what it knows and trusts and as we head toward economic slowdown this is only going to become more important. Reputation is a company's greatest asset and brand-building is likely to become even more critical over the next few years than in the last decade of stability." Mr Cheliotis also added that the number of established British firms in the top 500 such as GlaxoSmithKline indicates "the power of longevity and familiarity in British business".
The annual Superbrands list is compiled and published to show which brands have "established the finest reputations in their fields and made the most impact on the UK business sector" this year.
Source:
BBC
Guardian
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