Apple reigns supreme in CoolBrands survey

Apple’s iPhone has unseated luxury classic car Aston Martin from the top spot in the SuperBrands CoolBrands survey.

iPhone

The car marque, forever associated with James Bond, has held the top spot for the past three years.

But technology brands continue to lead the annual Superbrands CoolBrands survey, with nine of the Top 10 places held by internet or tech brands.

Apple dominates with three of the top five spots held by, iPhone (1) and iPod (4) and the technology giant’s parent brand in the third spot.

BlackBerry, Nintendo and YouTube also feature in the top 10 while Facebook dropped down 3 places and out of the Top 20. The BBC’s on demand television service iPlayer was the only new entry to reach the Top 20.

The survey which is carried out by The Centre for Brand Analysis, identifies the 500 coolest brands in the UK and is compiled via an expert judging panel and public opinion based on six factors including the brand’s style, innovation, originality, and desirability.

The survey shows that classic and luxury marques can still keep their cool with Aston Martin, Dom Perignon and Rolex all featuring in the top 20 list.

Stephen Cheliotis, Chairman of the CoolBrands council and Chief Executive of The Centre for Brand Analysis says: “considering cool is seen to be very fluid and changeable the top twenty shows remarkable consistency with 15 of last year’s top twenty in there again; equally most of the category winners are the same – so much for cool being a fleeting thing.”

Latest from Marketing Week

Tesco, M&S, Just Eat: 5 things that mattered this week and why

m&s

M&S chief outlines digital-first strategy after profits plummet Marks & Spencer (M&S) is gearing up for a digital-first future, after its revealed on Wednesday (23 May) that profits had dropped a massive 62.1% to £66.8m compared to the previous year. A day earlier, the struggling retailer confirmed it will close more than 100 stores over […]

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here