Google ranked world’s most valuable brand

"Rather than talking the talk, most of the time they are just walking the walk, giving us a good solid product," Cheliotis said, giving his reasons for why such tech firms are topping brand rankings.

However, Cheliotis suggested that although Google will remain one of the world's most popular brands for some time to come, he believes there has been something of a backlash against the search giant in this country already.

Earlier this year, the Centre for Brand Analysis' top 500 Superbrands list placed Microsoft ahead of Google.

"My own personal feeling with Google, and we will see whether this plays out, is that we maybe did reach a little bit of a tipping point where people have started to get a little bit annoyed with them," Cheliotis added.

"Maybe this is a British phenomenon rather than global. Of course, when someone is at the top for a while we Brits like to see if we can move them down a bit. We don't like anyone being too powerful and too strong and too dominant."

Tom Brewster is currently an associate editor at Forbes and an award-winning journalist who covers cyber security, surveillance, and privacy. Starting his career at ITPro as a staff writer and working up to a senior staff writer role, Tom has been covering the tech industry for more than ten years and is considered one of the leading journalists in his specialism.

He is a proud alum of the University of Sheffield where he secured an undergraduate degree in English Literature before undertaking a certification from General Assembly in web development.