The Top 10 UK brands according to the public looks like this:

1. Microsoft
2. Coca-Cola
3. Google
4. BBC
5. BP
6. British Airways
7. LEGO
8. Guinness
9. Mercedes-Benz
10. Cadbury

Is interesting that the parallel study with media and marketing experts on the independent Superbrands Council disagreed with the public, placing Google in the number one slot. Innovative brand Apple, its sub-brand iPod, car icon Mini and online auctioneers eBay completed the experts’ top five. Only three brands made both top tens, namely Google, the BBC and Coca-Cola. Here is the Expert’s Top 10:

1. Google
2. Apple
3. iPod
4. Mini
5. eBay
6. BBC
7. Coca-Cola
8. Red Bull
9. Tesco
10. Waitrose

More infos on Superbrands UK website

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2006 was the first year when Google was included in the Millward Brown classification since 1998. The world’s most popular search engine has risen to the first place in the Great Britain top of brands; the position Google occupied comes counter to the connection Millward Brown usually set between the brands’ advertising expenses and the position in the top. Most of the EUR 2 million Google allocated to advertising last year went to online advertising, according to Nielsen Media Research data.

The second place in the top went to Microsoft, with EUR 59.6 million advertising budget; the next places went to McDonald’s (EUR 48.6 million), Nokia (EUR 26 million, the former first place in 2005) and Tesco. The remaining positions in the top ten went to Coca-Cola, Colgate, Nescaf�, Ford and Vodafone.

Millward Brown considers the brands with a potential for growth one should keep an eye on are Marks & Spencer and the Apple iPod, alongside Google, 3, Asda, Red Bull, O2, MySpace, Virgin Mobile and Starbucks. Despite the negative publicity brands such as McDonald’s and Coca-Cola were affected by in 2006, as a result of debates over obesity among children, both companies managed nevertheless to rank high in the top.

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The rankings were compiled from more than 2,000 interviews carried out by a New York design agency, Landor Associates. Its managing director, Allen Adamson, said inclusivity was a critical factor for the year’s successes.

“One thing they’ve all got in common is that they appeal to multiple segments,” he said. “Google’s become the starting point for the internet experience of almost everyone – be it the chief executive or the head [lavatory] man. At Vegas, you’ve got families with kids sitting next to people who are there to escape from their families.”

Landor’s broad definition of brands extends to places or celebrities – and the biggest losers were over-exposed partygoers such as Nicole Richie, Britney Spears and Paris Hilton, all of whom are seen to have lost their way.

Did I mention that the 4th position is owned by Google too?

Here is the 2006 top 10:

1. Google
2. Las Vegas
3. iPod
4. YouTube
5. eBay
6. Yahoo!
7. Target
8. Oprah Winfrey
9. Sony
10. NFL

Read more here.

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The purpose: to highlight to senior executives the importance of paying close attention to their brand’s performance in the online arena.

The method: ranking is based on the number of times the brand’s name appears in leading search engines like Google, Baidu and Technorati, the number of links to the brands website, its reach and Page-rank relevance, and the number of times people express their “love” or “hate” for the brand.

The Top 10 (Interbrand/BusinessWeek position in brackets):

1. Google (38)
2. eBay (55)
3. Apple (41)
4. Amazon.com (68)
5. Disney (7)
6. Yahoo! (58)
7. Microsoft (2)
8. Canon (35)
9. Nokia (6)
10. Sony (28)

The PDF: here

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