Google has leapfrogged Microsoft and Mercedes Benz to become the UK’s top consumer brand for the first time, according to the latest Superbrands report.
The internet company also knocked Microsoft off the top spot in this year’s Business Superbrands. Google also remains dominant over Apple, which is at number 11. Other technology brands to break the top 100 are, Bosch which has jumped 120 places to break the top ten at number eight, from 120 last, and Sony has climbed 13 places to 23.
The research, released today (July 21), also shows that the “big four” supermarkets, Tesco, Sainsbury’s, Asda and Morrisons, have failed to make it into the top 100, with Tesco dropping 230 places to 301 and Asda slipping 253 to 401. Waitrose and Marks & Spencer have fared better with their more premium positionings with Waitrose rising to 179 and M&S breaking the top 20.
The current trend for healthier eating is mirrored in the report with Weetabix rising by 130 places to 102 and Quaker Oats climbing 17 spots to 190. Meanwhile, Burger King has plummeted 317 places to 448 and McDonalds has fallen by 235. Cadbury has slide from 10 to 19 and Mars has fallen 117 places to 175.
Stephen Cheliotis, chief executive of The Centre for Brand Analysis and chairman of the Superbrands Council, says: “As the results make clear, lifestyle brands – particularly those in the technology sector – have considerably more sway with the public than every day staples such as the supermarkets which now seem further than every from the affections of the British people. As the spectre of rising food costs continue, they are likely to come under further scrutiny.”