Microsoft, the makers of the Windows operating system, tops the latest Business Superbrand list, displacing Google in a survey of the UK's strongest 500 business brands.
Compiled for the Superbrands organisation by The Centre for Brand Analysis (TCBA), the survey creates lists based on the opinions of marketing professionals, businesspeople and thousands of British consumers.
The experts and professionals judge brands against three factors such as quality, reliability, and distinction.
Google, which held the top position in 2008 and 2009, slips to fifth place while Microsoft enjoys the number one slot after coming second in the annual Business Superbrand top 500 survey in 2007 and 2008, and fifth last year.
Rolls Royce Group retains its second position in this year's poll, with BlackBerry rising from 42nd to third.
Back in the top 10 is British Airways, which bounced back into eighth place from its worst position last year (36th). Its rival Virgin Atlantic is now in the top 10 in fourth position.