Microsoft tops Superbrands survey

The IPKat has learnt from the BBC that that Microsoft has won the 12th annual top 500 Superbrands survey. The top 10 brands are:

1.Microsoft
2.Rolex
3.Google
4.British Airways
5.BBC
6.Mercedes-Benz
7.Coca-Cola
8.Lego
9.Apple
10.Encyclopaedia Britannica

The IPKat was a little puzzled to see Rolex and Mercedez-Benz in there in these credit-crunch ridden times until he read that the criteria are quality, reliability and distinction in the sense of being differentiated from competitors. Of the supermarkets, only Sainsburys makes the top 100. It seems, says the IPKat, that criteria for good branding don't always equate to profitability.