Some of the biggest names in the technology industry are among the UK's most recognised brands.
IT and consumer technology firms placed strongly in the latest edition of the UK Superbrands (PDF) rankings from the Centre for Brand Analysis. The survey measures the most publically recognised brands in the country.
Topping the list once again was Microsoft. The software giant was able to win back the top spot from rival Google, which claimed its first crown in 2008 and slipped to third place this year.
Apple was ninth on the list, marking its first appearance in the top 10. The company raised its profile in the UK last July with the debut of the iPhone 3G.
Sony was ranked 22 on the list, while hi-fi vendor Bang & Olufson came in at number 48 and handset vendor Nokia ranked 59.
Leading all enterprise IT brands on the list was IBM at number 61, followed two spots later by Dell. HP ranked 71 on the list.
Stephen Cheliotis, chief executive of the Centre for Brand Analysis, said that the results help to paint a picture of those companies faring best in the economic crisis.
"Bearing in mind that thousands of brands are initially considered, actually making the top 500 itself is an achievement. The competition among brands for consumer attention and share of wallet is intense and growing fiercer," he said.
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