The Internet search engine beat Microsoft into second place in the Superbrands survey of professionals. Car manufacturer Mercedes Benz was third, with the BBC and British Airways completing the top five.

No supermarket group made it into the top 100 superbrands, as rising food costs are believed to have hit their popularity. Asda fell 253 places, Tesco 230 and Sainsbury's 194. However, Marks and Spencer was still in the top 20.

Stephen Cheliotis, chairman of the Superbrands Council, said:

"It is clear that Google is a brand that people value at work and in their personal lives."