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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.