Google named top brand

Google has been named as the UK's top business brand by a new survey.

The internet search giant topped a list of the 500 companies with the best brand reputation in Britain.

Google was one of only two brands, the other being internet auction website eBay, in the top 50 to have been created after 1990.

Superbrands, which surveys 1,500 professionals annually to find Britain's most recognisable brand, said its 500 was "dominated" by companies with a long-term UK heritage.

The BBC and British Airways both held on to their places in the top ten, while Rolls Royce finished in sixth.

"British business opts for what it knows and trusts and as we head toward economic slowdown this is only going to become more important," commented Stephen Cheliotis, chairman of the Superbrands Council.

"The next year will put even the strongest brands to the test as they defend their organisations from the challenges that await."

Ms Cheliotis added: "It's time like that that investment in building engagement, trust and loyalty with a customer base really gets the successful businesses through difficulties caused by wider economic problems.

"Reputation is a company's greatest asset and rand building is likely to become even more crucial over the next few years than in the last decade of stability."

Superbrands' top ten UK business brands

1 Google

2 Microsoft

3 BP

4 BBC (Worldwide)

5 GlaxoSmithKline

6 Rolls-Royce Group

7 Financial Times

8 British Airways

9 Fedex Express

10 Hertz