In their annual ranking of the most popular brands in UK, the Centre for Brand Analysis has found some interesting developments for Microsoft's brand.
The company has dropped out of the top 20 on the consumer side, having been placed at 20 last year. Microsoft topped the consumer list in 2010.
In the business segment however the company moved up one place to 3rd, displacing Google and Paypal.
The changes would be consistent with Microsoft's increased focus on the enterprise segment, and its increasing absence from the very consumer-centric smartphone market.
Interestingly Apple and Google also both saw drops in their mindshare with consumers, both dropping 2 places. Google topped the list in 2009.
In the Business list Apple was placed second after British Airways, a testament to its strong brand recognition, if not actual usage amongst enterprises.
The Centre for Brand Analysis bases its annual list on ratings from 2,500 people, who are asked to rank more than 1,500 brands for quality, reliability and distinction.
Stephen Cheliotis, chairman of the Superbrands council, said: "In what can only be described as a significant year of change, the UK public have very much opted for brands that represent continuity, consistency and comfort. Whether it is John Lewis or Cadbury, the top 20 brands, bar a few notable exceptions such as Google and Apple, are traditional stalwarts of UK life."
The full report can be read here.
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