Microsoft Brand Clicks with British Consumers

13 July 2007

LONDON: The great British public has voted Microsoft as the nation's number one brand for the second year running, according to new survey by the Superbrands Council.

The US-headquartered software giant beat Coca-Cola into second place, while Google took the number three spot.

Comments Superbrands chairman Stephen Cheliotis: "The UK public clearly love Microsoft, which performs strongly amongst all consumer groups, although relative newcomer Google is becoming a major challenger for that elusive number one slot."

Among the brands that fell out of favour with the 3,000 consumers surveyed were Porsche, Marks & Spencer and H J Heinz.

The top ten favourites are:

    1. Microsoft
    2. Coca-Cola
    3. Google
    4. BBC
    5. BP
    6. British Airways
    7. Lego
    8. Guinness
    9. Mercedez-Benz
    10. Cadbury
However, this ranking differs from that put together by a panel of industry experts who placed Google at number one, followed by Apple, while its iconic iPod brand took third place.

Only Coca-Cola, Google and the BBC appear in both lists.

Superbrands also broke down the voting by gender, with women putting Moet & Chandon in their list, while men favoured more 'down-to-earth' brands such as Guinness and Wall's ice-cream.

The 18-24 age group included Smirnoff and Starbucks in its top ten, while the over-65s not only named traditional brands like Wedgwood (ceramics), Parker (pens) and Clarks (shoes) among their favourites, but also Google and Nike.

Google was the top internet brand in the media sector followed by eBay, Yahoo! and MSN. The Times newspaper led the newspaper and magazines rankings, followed by the Financial Times, Vogue and National Geographic.

For further information on Superbrands click here.

Data sourced from; additional content by WARC staff