BRITONS now put more faith in US computing giants Google and Microsoft than more traditional home-grown brands, a new survey reveals.
The internet search engine Google was today named as the most respected of 500 "superbrands" in the latest annual poll, up from third place to push last year's winner, Microsoft, into second.
German carmaker Mercedes Benz was third, up from ninth
last year, while the BBC held on to fourth place.
British Airways, despite suffering turbulence such as the chaotic opening of Heathrow Terminal 5 and lost baggage, moved up one place to fifth.
However, the fortunes of the three largest supermarkets plummeted, and consumer watchdogs observed that popular alienation from the financial sector was reflected in none of the banks making the top 200.
The list, administered by the Centre for Brand Analysis (CBA), asked 2,200 consumers to vote on 1,350 brands which had been selected for their quality, reliability and distinctiveness.
Supermarkets fared poorly in the poll, with Tesco dropping from 71st to 301st place, Sainsbury's down from 138th to 232nd and Asda from 186th to 439th. Fast food casualties included Burger King falling from 131st to 448th place and McDonald's from 45th to 370th.
The Starbucks coffee chain also took a big tumble, from 19th to 128th place, while rivals Costa fell from 310th to 371st place.
Mayonnaise makers Hellmann's dropped from 97th to 260th and confectionery firm Mars from 58th to 175th.
Scottish firms led the banking sector, but were still nearly half-way down the table, with HBOS in 234th place and Royal Bank of Scotland 235th.
There were mixed fortunes for other computer and internet firms, with iPod maker Apple up from 41st to 11th, Yahoo down seven places to 75th, and Amazon down from 174th to 285th. Networking site Facebook was a new entry at 358th.
Stephen Cheliotis, the CBA's chief executive, said: "Lifestyle brands, particularly those in the technology sector, have considerably more sway with the public than everyday staples such as the supermarkets.
"As the spectre of rising food costs continues, they are likely to come under further scrutiny.
"The results are also a further sign that Google is continuing its dominance in the UK. It is clear that Google is the brand that people value at work and in their personal lives."
Environmental and ethical concerns may have contributed to the Eden Project soaring from 230th to 50th place, and chocolate makers Green & Black's up from 399th to 53rd.
The Scottish Consumer Council said that the banks should take note from their poor showing, but praised the Post Office's 52nd place, which is up from 184th last year.
Martyn Evans, its director, added: "The Superbrands survey is intriguing because it is about both popularity and consumer experience, not just recognition and good marketing.
"For not one of the High Street banks to be in the top 200 is pretty damning. Despite the warmth of their advertising, these rankings suggest there is considerable disenchantment with the financial sector."
The BBC remained head and shoulders above other broadcasters, with Sky falling from 47th to 79th place and troubled ITV down from 75th to 152nd.
The Royal Albert Hall, the home of the BBC Proms which started on Friday, climbed from 85th to 26th spot.
The full article contains 557 words and appears in The Scotsman newspaper.
