Web giant Google has overtaken Microsoft and become the UK's top brand for the first time, according to a consumer survey.
The 2008 Superbrand survey of 2,200 consumers puts Google top for the first time, beating Microsoft at second place and Mercedes Benz at third.
Other technology companies also performed strongly. Sony took tenth place and Apple came eleventh.
Supermarkets, and the retail sector in general, had a slide in popularity. Asda plummeted 253 places, Tesco dropped 230 places and Sainsbury's fell 194 places compared to the 2007 survey.
Stephen Cheliotis, chairman of the Superbrands Council which commissioned the research, said: "Lifestyle brands, particularly those in the technology sector, have considerably more sway with the public than everyday staples such as the supermarkets, which now seem further than ever from the affections of the British people.
The Superbrands Council is a group of marketing, advertising and media experts.
Members compiled a list of more than 1,000 brands according to quality, reliability and distinctiveness and this was then passed on for consumers to rate.
The list for the Top 10 brands is:
5. British Airways
6. Royal Doulton
Download the full Superbrands Top 500 (pdf)