Apple's iPod range has become the leading US Internet brand, according to branding and design consultancy Landor Associates and research firm Penn, Schoen & Berland.

The 2005 ImagePower Newsmaker Brands Survey identifies which high-profile brands dominated US consumer's imaginations in 2005, and what they expect of those brands in 2006.

"Brands make a powerful impact on people, especially in today's world of ever-increasing consumer choice," said Allen Adamson, managing director of Landor Associates.

The iPod brand earned the number one overall spot as an Internet brand, while Google, eBay, and Yahoo! are also in the top ten. Other technology brands in the top twenty include DVR, Xbox 360 and SIRIUS Satellite Radio.

The research also reveals that consumers are bored of reality TV shows, preferring to watch TV drama instead.

Michael Berland, CEO of Penn, Shoen & Berland said: "2005 has been a very interesting year - we're seeing a new sense of optimism in the winning brands. People see themselves in the brands they choose, and this year technology brands have prevailed, with iPod and Google topping the list, and Xbox coming on strong. People are in a mood to have fun - Las Vegas is the top city destination, and they're turning away from confrontational reality shows like "Survivor" and "The Apprentice.""