Microsoft has knocked Google off top spot in a survey of the 500 strongest business brands.

Bill Gates's computer giant came fifth in the annual Business Superbrand Top 500 survey last year, after second place finishes in 2007 and 2008. Google has slipped down to fifth.

Rolls-Royce Group retained its second position and BlackBerry came third, jumping from 42nd.

The annual survey compiled by The Centre for Brand Analysis polled brand experts and more than 1,700 British business professionals. They judged brands on their perceived quality, reliability and distinction.

The results showed that — in terms of brand perception — it was a good year for airlines. Virgin Atlantic soared to fourth, with British Airways over coming its financial struggles to climb to eighth from 36th.

Financial institutions slumped: The top 10 fallers in the poll included four banks, among them UBS and Morgan Stanley. Royal Bank of Scotland crashed out of the top 500 altogether.

The only banks to buck the trend those that avoided Government support. HSBC rose from 60th to 41st and Barclays was up from 107th to 73rd. The Co-operative Bank also climbed from 330th to 229th and Barclaycard came 57th.

Stephen Cheliotis, chairman of TCBA, said: “Once again Microsoft and Google have proved their potency by fighting it out for the top spots, whilst many other brands have reaffirmed their consistent performance year-on-year.

“The financial services sector, however, has seen mixed results with the investment banks particularly losing ground over the year, whilst The Co-operative Bank and its ethically focused strategy and co-operative structure powers forward, climbing 91 places.”

TOP 10 BRANDS
1. Microsoft
2. Rolls-Royce Group
3. BlackBerry
4. Virgin Atlantic
5. Google
6. London Stock Exchange
7. GlaxoSmithKline
8. British Airways
9. Visa
10. PriceWaterhouseCoopers