Amazon has overtaken Google has the top-rated brand in the UK, a survey by YouGov reports.


The survey, which is published every six months, reveals public-led consumer perception of many major brands and where trends are moving towards. As reported by Marketing Week, the top-20 brands for the first half of 2012 reveal some interesting results - particularly with Google slipping from the top spot.



Battling with cookie lawsuits, privacy concerns and the perceived damp squib of their social network, Google have been usurped by online retailer Amazon, whose best-selling Kindle product has pushed them into an elite echelon previously enjoyed by Apple, and the incumbent, Google.

Following their miserable Q1 results high-street giant Marks and Spencer has dropped down to fourth courtesy of BBC iPlayer, unsurprisingly rounding out the big three as tech brands. The BBC as a whole is fifth, with YouGov says positive public opinion“underpins its status as one of the UK’s masterbrands” for delivering with budget cuts in 2012.

Marketing Week had more analysis:
"Tech and gadget brands are growing their presence. Samsung (13), Freeview (14) and Dyson (18) have all entered the league table for the first half of this year, while Unilever’s Dove brand, PepsiCo’s Walkers and Thorntons have all fallen out of the table. Blackberry has lost the most ground in the first half of the year...following a spate of issues including a power outage and negative association with the London riots last year."
Top 20 Brands First Half 2012: UK

1 Amazon 58.1
2 Google 54.8
3 BBC iPlayer 53.7
4 Marks & Spencer 52.2
5 BBC 51.71
6 Heinz 47.9
7 John Lewis 46.5
8 Sony 45.2
9 Boots 43.1
10 Cadbury 42.4
11 Sainsbury’s 40.8
12 Channel 4 39.7
13 Cathedral City 38.5
14 Samsung 38.4
15 Maltesers 37.8
16 Colgate 37.4
17 Freeview 37.3
18 Waterstones 37.1
19 Dyson 36.9
20 Bosch 36.6

Source: YouGov BrandIndex 2012