In a new nationwide survey, two technology brands came out trumps when it comes to brand awareness.
Google has been named as the UK's top business brand by the survey, carried out by Superbrands.
And following in second place in the top ten was Microsoft.
The list of the 500 companies with the best brand reputation in Britain was compiled after survey responses from 1500 professionals in the UK.
Google was one of only two brands, the other being internet auction website eBay, in the top 50 to have been created after 1990.
The Superbrands 500, however, was "dominated" by companies with a long-term UK heritage, including the BBC, British Airways and Rolls Royce - which makes the tech companies' achievement no mean feat.
"British business opts for what it knows and trusts and as we head toward economic slowdown this is only going to become more important", commented Stephen Cheliotis, chairman of the Superbrands Council.
"The next year will put even the strongest brands to the test as they defend their organisations from the challenges that await."
Cheliotis added: "It's time like that that investment in building engagement, trust and loyalty with a customer base really gets the successful businesses through difficulties caused by wider economic problems".
"Reputation is a company's greatest asset and rand building is likely to become even more crucial over the next few years than in the last decade of stability", he concluded.