Britain's favourite brand has been named as Google – a search engine which has gone from nerdy obscurity to the world's most popular website.
Google, which specialises in online advertising and search facilities, earned $10.6 billion (£5.3 billion) in 2006 as well as the title of the UK's most loved brand, given by Marketing magazine.
Fellow online giant Amazon also moved up the chart from 17th place last year to the third spot this year. It's most-sold book chart has in the past few years become indicative of bestseller success and is one of the most visited sites on the internet.
However fast-food chain McDonald's, Pot Noodle and Iron-Bru were among the most hated firms with Sunny Delight.
"In contrast, the least popular brands such as McDonald's and Pot Noodle have a polarising effect," said Craig Smith, editor of Marketing magazine.
"Hated by the nation's self-appointed food police, they can remain in good shape for as long as they keep a loyal core of customers."
More traditional brands also appeared to slip in popularity among the online poll of 2,412 consumers with Heinz, British Airways and Coca-Cola moving down from the top five.
Supermarket chain Tesco also dropped from second to fourth place.