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The alternative games explores which global brands would win if they were to take part in eight Olympic events.

The world's most valuable brand, Coca-Cola representing the USA, took gold in the 100m sprint, beating "born to perform" Jaguar cars, which won the silver. The internet search engine Ask Jeeves, renowned for its fast searches, picked up the bronze.

It was no surprise that Duracell and it's iconic running bunnies came first in the marathon, followed closely by footwear brands CAT, which took the silver, and Timberland, with the bronze.

Richard Branson's Virgin Megastores and Schweppes won gold and silver respectively in the sailing event while O2 took the water-skiing gold.

The winners were selected by UK consumers, who were surveyed by research agency TNS on behalf of the Superbrands organisation.

Consumers were asked to imagine that 108 global Superbrands were competing in the Olympics. They were then asked what part of the world each brand would represent, which Olympic event each Superbrand would compete in and which would win.

Stephen Cheliotis, chair of the Superbrands Council, said: "There is a pessimistic outlook for the British teams' chances in Athens so it is heartening that Britain can still produce global Superbrands able to compete succesfully on the world stage."

Cheliotis said it was essential Britain continued to produce winners in this field.

"It is interesting that each sport we researched had a very different character, which reveals consumers' perceptions of brands. For example, water skiing is seen as cutting edge and so is O2," he added.

The research was conducted to celebrate this year's "brand Oscars", in which 108 brands were awarded prestigious Superbrand status.

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