Apple has beaten luxury car manufacturer Aston Martin to the title as the 'coolest' brand in the UK.
CoolBrands' annual survey saw Apple steal the top spot from the car maker whilst YouTube raked in second place. Twitter, Glastonbury festival, Virgin Atlantic and BBC iPlayer also made it into the top ten.
Nearly 3,000 British consumers ranked brands according to style, innovation, originality, authenticity, desirability and uniqueness, alongside a panel of 39 “key influencers”.
Stephen Cheliotis, chairman of the CoolBrands expert council, said: “It is interesting that in this age of austerity our perception of cool has increasingly shifted from aspirational, luxury brands to free or more affordable brands that provide us with pleasure. The presence of the online brands like BBC iPlayer, Twitter, YouTube and Skype are a great case in point.
The top twenty is as follows:
Apple
YouTube
Aston Martin
Twitter
Google
BBC iPlayer
Glastonbury
Virgin Atlantic
Bang & Olufsen
Liberty
Sony
Bose
Häagen-Dazs
Selfridges
Ben & Jerry's
Mercedes-Benz
Vogue
Skype
Nike
Nikon
Cheliotis added: “Perhaps reflective of its lack of success since becoming a public company, Facebook has failed to join its peers in the top 20. As we have seen over the last five years, the bulk of the top 20 is dominated by international brands, which is very sad for UK plc.”
Accustomed to winning, Apple also took the title as customer loyalty champion in the Net Promoter Score brand rankings earlier this month.
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Not surprising that Apple tops this list, especially seeing as the iPhone 5 was arguably the most highly anticipated gadget of the year. These lists do give a good indicator of what certain organisations are doing to position themsleves in such a way that they are seen as cool. Apple and BBC iplayer are two quite different examples of brands but both are amongst the highest ranked.
Dave Evans, commercial director at accessplanit, specialist in learning management system and training registration software.
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