LONDON, December 21, 2010 /PRNewswire/ -- Decision Technology's sixth annual survey of over 1,500 consumers and 124 brands, using a unique method adopted from experimental psychology, reveals who the UK public see as the most honest, innovative, prestigious, powerful, and green brands of 2010.

Some of the highlights from this year's Brand Personality survey include:

- Previously seen as more honest than other political parties, the Liberal Democrats are now perceived to be as dishonest as the Conservatives yet still less powerful than Labour - Following the controversy surrounding the awarding of the 2018 World Cup, FIFA is the least honest brand in 2010; Amazon is the most honest brand for the third year in a row. - Mercedes-Benz retains its top spot as the most prestigious brand, followed by Oxford University and Cambridge University; the Sun newspaper is the least prestigious. - Microsoft and Tesco maintain their positions as the most powerful brands in the UK. - Charities are the greenest brands while Airlines and oil firms make up most of the bottom 10.

The personality of each brand is measured using an advanced and objective methodology involving the rating of each brand across 45 different adjectives. The ratings are then combined using statistical models to determine the personality of each brand on five key aspects. The annual survey has been running since 2005 and results have previously been featured on Sky News and the BBC.

Commenting on the findings, Decision Technology director Dr Rich Lewis said, "This year's survey shows some fascinating contrasts. On the one hand, brand personalities seem hard to change once established in people's minds, with strong brands like Amazon, Microsoft and Mercedes-Benz maintaining their grip on the top spots. On the other hand, as the Lib Dems and FIFA have found to their cost, broken promises and bad press do cause people to re-evaluate their opinions."