To the surprise of many computer-savvy but disenchanted Britons, software titan Microsoft has beaten public broadcaster the BBC for the coveted accolade of top UK consumer brand.

The full list of 500 favorites, published by the Superbrands Council, was whittled down from 1,200 candidates for the roll of honor. They were rated by a consumer panel coordinated by market research firm YouGov. This is the first time consumers have been surveyed alongside the expert Council.

The organisation's definition of a superbrand is one that has "established the finest reputation in its field and offers consumers emotional and tangible advantages over other brands, which (consciously or subconsciously) consumers want and recognize".

The Top 10 Superbrands in the UK were: :
1. Microsoft
2. BBC
3. British Airways
4. Mercedes-Benz
5. Porsche
6. Marks & Spencer
7. Google
8. Heinz
9. Duracell
10. Sony

Comments Superbrands chairman Stephen Cheliotis: "This top ten reflects the constant change and evolution of consumer tastes."

Data sourced from Media Week (UK); additional content by WARC staff