Google tops UK corporate brand list

Technology firms fare well in latest Business Superbrands survey

Google has been named as the UK’s strongest corporate brand for a second year running.

The US-based search engine company beat off competition from the likes of the BBC, Rolls Royce and British Airways to top the latest annual Business Superbrands survey.

Technology firms featured heavily in the upper echelons of the list, which was reported in the Financial Times this morning. Although Microsoft slipped from second to third place, Finnish mobile phone giant Nokia vaulted into fifth place, up from 18th in 2008.

The survey, which was compiled by the Centre for Brand Analysis for Superbrands, was based on the opinions of 1,500 UK business executives. Participants were asked to rate 1,100 companies and organisations on a scale of one to 10.

Although Rolls Royce climbed from sixth to second position, other traditional UK brands fared less well. The BBC plunged from fourth to 15th place in the list, while British Airways fell from eighth to 36th.