Microsoft has regained control of consumers’ hearts, nestling once again in the top spot of the brands we most love.

The 12th annual Top 500 Superbrands survey was published today, polling Microsoft as number one, while previous incumbent

Google slipped back a bit to reside in third place.

Apple was the only other technology firm to make it into the top 10, nabbing ninth position in a line up that also included Brit favourites the BBC, British Airways and LEGO.

Interestingly, despite the success of Wikipedia, the doomsayers who suggested it would kill off the traditional encyclopaedia have been proved wrong as the Encyclopaedia Britannica – number 29 last year – was awarded 10th place in the roll call of honours.

"This year's survey reaffirms some of the downturn's winners and losers, with the fast food chains and supermarkets doing particularly well. The results, as always, return some surprises with this year's notable high achiever being Encyclopaedia Britannica,” said Stephen Cheliotis, chief executive of The Centre for Brand Analysis, which carried out the research, in a statement.

“Bearing in mind that thousands of brands are initially considered, actually making the top 500 itself is an achievement: the competition amongst brands for consumer attention and share of wallet is intense and growing fiercer."

The full listing of the 500 brands Brits are most fond of can be found here.