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Google Tops Superbrands List

Carmaker, broadcasting corporation, and Microsoft trail

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This week is off to a pretty ideal start for Google.  Aside from the odds of Microsoft and Yahoo ganging up on it now seeming miniscule, the search giant has been named the UK’s best "superbrand."

Stephen Cheliotis
 Stephen Cheliotis

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.  But the other brands in the top five – Mercedez-Benz, the BBC, British Airways – are more natural fits.

Stephen Cheliotis, the chairman of the Superbrands Council, explained to the BBC, "The results are . . . a further sign that Google is continuing its dominance in the UK.  It is clear that Google is the brand that people value at work and in their personal lives."

BMW, Nike and Sony squeezed into the top ten, with dear old Guinness grabbing spot number twenty-three.  Yahoo was down in 75th place, YouTube appeared as superbrand number 239, and none of the other companies we typically cover (or randomly mention) appeared among the top 250 results.

Monday morning or not, we’re betting Larry, Sergey, and Eric are in pretty good moods at the moment.

Google Tops Superbrands List
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  • http://www.crearedesign.co.uk Adam – Creare Web Design

    I guess this only further proves the popularity of Google over other web companies.

  • http://www.lightingsupply.com LightinG

    What did they based this on?  Logo? name recognition?

    • Doug Caverly

      The official definition: “A Superbrand has established the finest reputation in its field. It offers customers significant emotional and tangible advantages over other brands, which (consciously or sub-consciously) customers want and recognise.”

  • http://www.simplyclicks.com Simply Clicks

    I live in the UK. For American readers the superbrand judges are a bunch of London based advertising luvvies completely out of touch with ordinary – and particularly young – consumers.

    Ok, I don’t have a problem with Google being credited as the no.1 brand in the UK. However, I find the whole superbrand concept complete tosh. The comparison between brands in completely different categories is simply meaningless. Is BA such a superbrand when even given the price differential easyjet is a more reliable airline for shorthaul destinations?  Is Mercedes such a superbrand when long term Mercedes’ owners despair at the fall in quality and reliability? The superbrand judges need to get out more.

  • http://www.kronikmedia.co.uk John- KMedia Web Design

    Whichever way you look at it, Google can be considered a superbrand. Google’s dominance in the market and the impact it has on our every day lives is only set to increase further in 2010. Unlike the comanies in Dot com boom of the nineties, Google’s brand has not been created by hype but by pure relevance and the role it plays on our day to day lives.

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