The winner of the Orlando Business Journal's first Orlando Brand Madness is in, and UCF has taken the honor.

The competition started with 64 of the region's best-known brands and the winner was chosen after rounds of online polls in a bracket-style competition. The competition has had 99,088 votes since it began on Sept. 15.

The two brands that dueled for the overall win were UCF and Fairwinds Credit Union. UCF won with 61 percent of the votes, while Fairwinds received 39 percent of the votes.

Brands such as Walt Disney World, 4 Rivers Smokehouse, NASCAR, Legoland Florida and Rosen Hotels & Resorts were outvoted in the first and second rounds

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