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Google UK's favourite brand

Online businesses come out tops according to a poll into most popular brands in the UK, with Google at number one. At the other end of the scale, Pot Noodle, McDonald’s and Sunny Delight all fell into the 10 ‘worst brands’ category in Marketing magazine’s annual league table. Amazon and eBay came within the first top five, as did Nokia and Tesco.

The survey of nearly 2,500 consumers reflects the rise of technology companies as strong consumer brands, according to Marketing. In addition, the results show that brand’s success does not necessarily depend on it being well-liked, as evidenced by Pot Noodle and McDonald’s appearing in the 10 ‘Most Hated’ list.

Dorothy MacKenzie, chairman of brand agency Dragon, said: “Those that combine technology and service – Google, Amazon and eBay being obvious examples – are highly engaging. They have almost created a new type of brand that is friendly, warm and outgoing, but part of their appeal is that they don’t have to push themselves at people.”

Traditional brands such as British Airways, Coca Cola and Heinz slipped further down the popularity stakes in the survey, although they were still within the top 10 favourites.

This was posted in Bdaily's Members' News section by Ruth Mitchell .