Google has overtaken Microsoft as the UK's most popular brand, according to this year's Superbrands survey.
Microsoft topped last year's list, but was pipped this year by Google which moved up from third place.
Microsoft will take some consolation from the fact that it still comfortably trounced Apple, which came in at number 11.
The survey was compiled by the Centre for Brand Analysis which, together with YouGov, canvassed the opinions of around 2,200 people in the UK about their favourite and most memorable brands.
"The results are a further sign that Google is continuing its dominance in the UK," said Stephen Cheliotis, chief executive of the Centre for Brand Analysis and chairman of the Superbrands Council.
"A few months ago, the online giant also beat Microsoft to the top of the Business Superbrands list which looks at the brands making the most impact in the business sector.
"When looked at with today's results it is clear that Google is the brand that people value at work and in their personal lives."
Recent figures from research firm Hitwise show that nearly nine out of 10 internet searches in the UK are done through Google.
However, Cheliotis warned that Google may face a tougher time in the future as some begin to resent its success.
"With high profile clashes ahead, such as the dealings with Viacom, Google may have a difficult time ahead in maintaining people's affections," he said.
This year's top 10 Superbrands:
5. British Airways
6. Royal Doulton
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