Microsoft has overtaken Google as the UK's most valuable brand in the eighth annual Business Superbrands survey.
Every year the Centre for Brand Analysis asks 1,700 business professionals to judge brands on their perceived quality, reliability and distinction, compiling the results into a single list of the top 500 Superbrands.
Technology companies were once again prominent at the top of the list, but after two years on top Google could only manage fifth place this year, with fellow tech giant Microsoft jumping from fourth to take its place.
Stephen Cheliotis, chairman of the Centre for Brand Analysis, said Google had to some extent been a victim of its own success.
"Google has started to lose some momentum with its market dominance becoming more and more evident," Cheliotis said, "whilst it has increasingly been criticised in the media for, among other things, its privacy policies. Both brands remain powerful forces but Microsoft must be delighted to finally beat its younger upstart."
Luxury car marque Rolls Royce retained second place in the list, but rising dramatically into third was BlackBerry, up from 42nd in 2009. Another new entry in the top 10 was Virgin Atlantic, which rose into fourth place, followed by Google.
Professionals were asked to rank businesses with three specific questions in mind: does the brand represent quality products and services; can it be trusted to deliver consistently against its promises and maintain product and service standards at all customer touch points; and thirdly is the brand not only well known in its sector but suitably differentiated from its competitors?
Microsoft's resurgence is undoubtedly linked to the success of Windows 7, which has been widely praised following the disappointing of Windows Vista. The continuing development of Windows Mobile has also helped raise Microsoft's profile in the mobile arena.
While Google still managed to hold onto a spot in the top five, Nokia and Sony weren't so lucky, with both dropping out of the top 10 to make way for BlackBerry and Virgin. Unsurprisingly, banks accounted for four of the ten biggest drops in the list, though HSBC and Barclays managed to buck the trend by rising to 41st and 73rd place respectively.
