According to the latest annual Business Superbrands Top 500 survey, Microsoft has risen three places in the rankings to take this year’s top spot, knocking I.T. rival Google down to number 5 in the process.
The survey, compiled by The Centre for Brand Analysis (TCBA), takes an initial list of 1,200 brands, of which 500 are shortlisted by a panel of 25 branding and marketing experts. More than 1,700 business professionals then rate each of the 500 shortlisted brands before results are combined and a final ranking is assigned.
Rolls-Royce maintained its second place ranking, and Blackberry (42nd place in 2009) and Virgin Atlantic were strong climbers to complete the top 5 Superbrands this year.
Hotel chain Premier Inn was the biggest grower overall, moving up from number 437 to 240. Insurance company Aviva also rose impressively, from 315 to 144.
The full Top Ten is shown below:
| 2010 | 2009 |
|---|---|
| Microsoft | |
| Rolls-Royce Group | Rolls-Royce Group |
| Blackberry | Sony |
| Virgin Atlantic | Microsoft |
| Nokia | |
| London Stock Exchange | GlaxoSmithKline |
| GlaxoSmithKline | London Stock Exchange |
| British Airways | Michelin |
| VISA | BP |
| PricewaterhouseCoopers | BUPA |
