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.


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.”


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