Google crowned king of tech superbrands

While other tech brands - including Microsoft and Blackberry - slide down annual rankings

Google and Apple have left their tech rivals for dust in the latest list of the UK's top business-to-business "superbrands".

Google placed second and Apple fourth in the annual Business Superbrands survey, which saw a panel of experts assess almost 1,500 brands based on their reputation and resonance in the market.

Rolls-Royce Group topped the standings for a second year running, with two airlines – BA and Virgin Atlantic – also making a top 10 otherwise devoid of big tech brands.

Microsoft – which topped the rankings in 2010 – limped in at number 11, while Blackberry plunged from second in last year's list to a distant 23rd.

HP's slide down the table also continued as it finished one place behind arch-rival Dell in 63rd spot, compared with 44th last year and 33rd in 2010.

Adobe and Cisco were among the other tech brands to feature in the survey (finishing 45th and 86th respectively), which was administered by The Centre for Brand Analysis.

Google finished third in a parallel list of consumer superbrands, below only Rolex and Coca-Cola. Its closest tech rival was Apple, which finished 18th.

Business Superbrands 2012
1. Rolls-Royce Group
2. Google
3. GlaxoSmithKline
4. Apple
5. British Airways
6. Virgin Atlantic
7. London Stock Exchange
8. Bosch
9. Visa
10. PricewaterhouseCoopers
11. Microsoft
12. FedEx
13. BAE Systems
14. Boeing
15. Eddie Stobart
16. DHL
17. BT
18. Shell
19. Ernst & Young
20. Vodafone