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Microsoft topples Google as consumers' top brand

SOFTWARE giant Microsoft has reclaimed its title as the number one UK brand in the UK, overthrowing rival Google, which claimed the crown last year.<br /><br />Bill Gates&rsquo; firm moved from second to first place in the 12th annual Superbrands survey, dealing its latest blow in the ongoing battle between the firms for industry dominance.<br /><br />In May this year Microsoft unveiled plans to take on Google&rsquo;s search engine with its own version, called Bing. Google hit back by announcing it will develop its own operating system, Chrome OS.<br /><br />And earlier this week, Microsoft said it would roll-out a web-based office product targeted at both retail and business users to compete with Google Docs.<br /><br />The news that Microsoft is back on top in the mind of the UK public will only add fuel to the competition between the giants.<br /><br />In addition, Google has slipped two places to number three, with Rolex moving up to second place.<br /><br />Other brands which have remained in the top 10 include the BBC, British Airways and Mercedes-Benz.<br /><br />But ITV dropped out of the top 500 Superbrands altogether, slipping from last year&rsquo;s ranking at number 152.