This week is off to a pretty perfect start for Google. Aside from the odds of Microsoft and Yahoo ganging up on it now seeming miniscule, the search engine giant Google has recently been announced as Britain’s top “Superbrand” from a list of 500 brands, after it has overtaken Microsoft for the premier spot, according to the Superbrands council.
“The results are a further sign that Google is continuing its dominance in the UK,” said Stephen Cheliotis, chief executive of the Centre for Brand Analysis and chairman of the Superbrands Council.
Around 2,200 consumers and an expert council voted Google into first place. Microsoft scored second, which both gives Google “I beat you” bragging rights and throws the Superbrand voting results into question.
This accolade saw Google beating a host of top brands for the spot, including last year’s number 1 brand Microsoft, as well as the BBC, British Airways, and Mercedes-Benz.
Since Google was founded in 1996 by Larry Page and Sergey Brin, then students at Stanford University, it has become one of Britain’s most familiar names, launching Google Earth and acquiring YouTube, the popular video sharing site, in 2006.
At the same time, many of the internet’s largest brands have dropped out of the top 500 altogether, after appearing last year. These include Ebay, Hotmail, AOL and Friends Reunited.
Microsoft was knocked in to second place from the number one slot last year, ahead of Mercedes-Benz, the BBC and British Airways.
Sony beat rival technology brand Apple to the number 10 spot, leaping up by 13 places from last year’s ranking at number 23. Other internet brands to make the list were Yahoo! at number 75; YouTube at number 239; and Facbook at 358. MySpace failed to make the top 500.
Microsoft, despite its fall to second place, still looms over rival Apple, which despite its high-profile launch of the iPod and iPhone, narrowly missed a place in the top 10.
In the poll Sony took 10th place, beaten by BMW at seven, Bosch at eight, and Nike at nine.
“A few months ago, the online giant also beat Microsoft to the top of the Business Superbrands list which looks at the brands making the most impact in the business sector.”
“When looked at with today’s results it is clear that Google is the brand that people value at work and in their personal lives.”
According to Hitwise, which compiles a list of the top four leading UK search engines by volume of searches, Google.co.uk had a 73% share of users in May, significantly ahead of its rival Yahoo! which made it to number 75 in the YouGov poll.
The list showed that just because consumers spend their money with you, it does not mean that you are popular — brands such as Tesco, Sainsbury’s, Burger King and McDonald’s failed to make the top 100 this year.
Marks & Spencer, which has experienced a rollercoaster ride, recently issuing a serious profits warning that sent shares plummeting to their lowest level in seven years, still holds sway with the public and makes the top 20, at number 17.
The Royal Albert Hall, at number 26, tops the list of cultural destinations, followed by the Tate galleries at number 46. The Eden Project in Cornwall is at number 50.
Cheliotis said, “As the results make clear, 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 every from the affections of the British people.”
However, Cheliotis warned that Google may face a tougher time in the future as some begin to resent its success.
“With high profile clashes ahead, such as the dealings with Viacom, Google may have a difficult time ahead in maintaining people’s affections,” he said.
The 2008/9 Superbrands have been chosen from an initial list of thousands by members of the public.
“The Superbrands Council is a group of marketing, advertising and media experts.”
The survey was compiled by the Centre for Brand Analysis which, together with YouGov, canvassed the opinions of around 2,200 people in the UK about their favorite and most memorable brands.