Google was yesterday named as the UK's top consumer brand for the first time in a study by Superbrands.

Google has this year beaten Microsoft who have held the title for the previous 2 years and moved up 2 places from 3rd.

The biggest worldwide search engine has beaten some old and established prominent brands and now leads the way as the UK's Superbrand. The list in general illustrates the importance of the technology and media sector to the UK market - as along with Google and Microsoft, the BBC, Sony and Apple rate highly.

Other strong performers here are the some members of the automotive world, the drinks giant Coca-Cola, the sports behemoth Nike and an assortment of household goods suppliers.

Being the most popular brand in the UK just illustrates how important searching on the internet has become as this is now a mainstream media distribution channel that is only going to grow further.