The internet search engine Google has been named as Britain's top "superbrand", after it beat Microsoft for the premier spot, according to a YouGov survey published today.

The search engine, which came third in the same consumer poll last year, took pole position in a list of 500 brands available in the UK, beating Mercedes-Benz, the BBC, British Airways and Royal Doulton.

Since Google was founded in 1996 by Larry Page and Sergey Brin, then students at Stanford University, it has become one of Britain's most familiar names, launching Google Earth and acquiring YouTube, the popular video sharing site, in 2006.

According to Hitwise, which compiles a list of the top four leading UK search engines by volume of searches, Google.co.uk had a 73% share of users in May, significantly ahead of its rival Yahoo! which made it to number 75 in the YouGov poll.

Microsoft, despite its fall to second place, still looms over rival Apple, which despite its high-profile launch of the iPod and iPhone, narrowly missed a place in the top 10.

In the poll Sony took 10th place, beaten by BMW at seven, Bosch at eight, and Nike at nine.

Surprising omissions from the top 100 include Tesco, which only managed 300th position, showing a fall of 230 places from last year, and Sainsbury's, which fell 194 places to 232nd position. Fastfood retailers such as McDonald's and Burger King also showed significant falls on last year.Stephen Cheliotis, chairman of the Superbrands Council, a brand valuation consultancy that commissioned the poll, said: "Lifestyle brands, particularly those in the technology sector, have considerably more sway with the public than everyday staples such as the supermarkets, which now seem further than ever from the affections of the British people.

"As the spectre of rising food costs continues, they are likely to come under further scrutiny.

"The results are a further sign that Google is continuing its dominance. It is clear Google is the brand that people value at work and in their personal lives."

Marks & Spencer, which has experienced a rollercoaster ride, recently issuing a serious profits warning that sent shares plummeting to their lowest level in seven years, still holds sway with the public and makes the top 20, at number 17.

The Royal Albert Hall, at number 26, tops the list of cultural destinations, followed by the Tate galleries at number 46. The Eden Project in Cornwall is at number 50.

The Guardian and Observer appear on the list of superbrands at number 229, 184 places ahead of the Independent and 60 ahead of the Daily Telegraph, but behind the Times/Sunday Times titles which are placed at 122nd.

An alternative list of "coolest brands", to be published in Dazed & Confused magazine in September, lists five fashion brands in the top eight, including Levi's.

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