Google named most reputable brand in the UK

Internet giant beat the likes of Apple, Microsoft, BlackBerry, Sony, Samsung, Dell, Nokia and HP

Google beat Apple and Sony to the title of most reputable company in the UK, according to the 2010 TNS Corporate Reputation Index released today.

Heavyweights Apple and Sony ranked third and fourth on the list respectively. Technology companies dominated the index, making up 11 of the top 25 firms.

The survey assesses reputation according to business success, favourability, perceived trustworthiness and product or service quality.

Joining Google, Apple and Sony on the list were other giants including Microsoft, BlackBerry, Sony Ericsson, Samsung, Dell, Nokia and HP.

Retail and fast-moving consumer goods (FMCG) brands also scored well, taking 11 of the top 25 spots. Outside of the big four supermarkets, brands such as John Lewis, Marks & Spencer, Tetley, Kellogg's and innocent ranked high.

"The integral role technology plays in our daily lives has led to the unsurprisingly high number of technology brands featured in the list of organisations considered the most reputable in the UK," said Sharon Fergus, managing consultant at TNS Technology.

TNS is a technology analyst and consultancy firm.