Apple Triumphs in CoolBrands Survey

Apple has knocked Aston Martin from the top spot in a ranking of the UKs coolest brands. The CoolBrands survey placed the car company in third place, after reigning supreme for the last two years, with YouTube second, Twitter fourth and Google fifth.

45 per cent of the list is made up of technology and media brands, compared with a quarter last year. Despite a record number of online brands making up the top 20, including the BBC’s iPlayer and with Youtube moving up eight places, Facebook failed to make the top 20 list. 

Blackberry won the Telecommunications category with Apple taking the coolest general Technology brand. Twitter was deemed the coolest social media channel.

Jonathan Milne, GM at Celtra, the rich media technology platform, said: “This reinforces the fact that in the UK today weve embraced technology and were a nation of digital natives. Facebooks position highlights that its now seen as part of the plumbing of the internet, and no longer new. Like electricity and water, its seen as a utility.”

This is the 11th annual CoolBrands poll, decided by around 3,000 British consumers and a panel of 39 key influencers, including chart acts Rizzle Kicks and Plan B. The panel ranked a shortlist of 1,200 brands from more than 10,000. They scored each brand for factors including innovation, originality, style, authenticity, desirability and uniqueness. 

Luxury brands that have fallen out of favour with cash-strapped consumers, and the top 20, include Maserati, Ferrari, Chanel, Vivienne Westwood and Alexander McQueen. Full results here.


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