A survey of 11,000 British consumers reveals that Google has overtaken long-time favourites such as Persil and British Airways to become the nation's favourite brand.

Joshua Agency's online research panel ConsumerCheck polled a demographic representative of the UK population and released the results to coincide with this year's British Marketing Forum.

The respondents were asked to choose their favourite and least favourite brands from around thirty product categories. The overall favourites were then chosen from the winners of each category.

Nokia came second favourite overall, while Pot Noodle and the QVC shopping channel were voted first and second worst brands respectively.

Category winners include Manchester United football team, Tesco supermarket and the Daily Mail newspaper.

Data sourced from: BrandRepublic (UK); additional content by WARC staff