Google has topped a poll of the most powerful brands in the UK, closely followed by its chief rival Microsoft at number two.
The web-search giant has moved up from the fifth place it occupied in the Superbrands rankings a year ago and replaces the BBC, which is now at number three.
Microsoft's recent $44.6bn (£22.8bn) offer to acquire Yahoo is widely seen as a step up in its efforts to counter Google's increasing online dominance.
Yahoo dropped in the brand rankings from 79 in 2007 to 102 this year.
Apple and Vodafone both dropped out of the top 10 over the course of the past 12 months — to 11 and 25 respectively.
Other technology companies that made the top 100 include Nokia (18), IBM (27), HP (32) Intel (42), eBay (43), Cisco (58) and RIM (61).
Stephen Cheliotis, chairman of the Superbrands Council, said brand building is likely to become even more crucial over the next few years compared to the previous decade of relative stability.
And, despite the presence of relatively new US-based companies, such as Google and eBay, Cheliotis said longevity and British origins are both important.
The brand rankings are based on a survey of 1,500 UK professionals along with the views of a council made up of senior business leaders.