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According to a consumer survey,the search engine giant, Google, has become the ‘top consumer brand’ for the first time in the history of UK. Last year the company ranked at number 3, but this year they have jumped 2 places up beating Microsoft and Mercedes Benz at number 2 and 3 respectively. Earlier this year, Google also topped the “superbrands” which is a poll being judged by the professionals.

In the survey of 2,200 consumers, no supermarket made in the top 100. The reason may be the rise in food prices (inflation). The survey saw prominent supermarkets losing several places. As compared to last year’s survey, Asda, Tesco and Sainsbury’s lost 253, 230 & 194 places respectively. Though the premium food brands performed well and the top 20 list contains Marks & Spencer.

The research was commissioned by The Superbrands Council which is a group of advertising, marketing and media experts.

According to the chairman of The Superbrands Council, Stephen Cheliotis:

Lifestyle brands, particularly those in the technology sector, have considerably more sway with the public than everyday staples such as the supermarkets, which now seem further than ever from the affections of the British people.

Moreover he said:

As the spectre of rising food costs continues, they are likely to come under further scrutiny.

The results are also 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.

More than 1,000 brands, according to their quality, reliability and distinctiveness, were assembled by the members for consumer ratings.