Apple, Aston Martin and Rolex lead the coolest of the cool
Annual survey of cool brands sees everyday names slipping - and luxury brands rising
APPLE, which has just announced a record breaking worldwide sale of nine million iPhone 5S and 5C models in their opening weekend, has retained its title as the coolest brand in Britain. But other digital brands have fallen out of favour while a surge among traditional luxury names like Rolex and Chanel suggests we're finally coming out of recession, according to the annual CoolBrands survey.
Now in its 12th year, the CoolBrands Top 20 is chosen from 10,000 brands by 3,000 members of the public and a 38-strong 'council of influencers including model Daisy Lowe and actor David Harewood
Last year, YouTube was at No 2 (after Apple, which consistently comes top), while BBC iPlayer was at No 6. This year, YouTube has dropped to sixth, and the iPlayer is down at 16th. Google and Twitter have both fallen out of the top five, while Skype has disappeared from the top 20 altogether. Very uncool.
Also dropping out of the Top 20 this year, reports The Independent, are daily affordable brands such as ice-cream makers Häagen-Dazs and Ben and Jerry's. In their place, joining Aston Martin and Bang & Olufsen, come Rolex, Chanel, Prada and Alexander McQueen.
Stephen Cheliotis, chairman of the CoolBrands Council, said: "Apple remained No 1 this year but it's debatable how long it can hold this position in the face of an increasingly competitive set of rivals. Overall the top 20 saw a definite swing back to luxury brands as the affordable everyday brands slipped back.
"Whether it's due to strong heritage, product quality or quite simply a correlation with the reviving British economy, this year's CoolBrands list shows an increasing number of luxury brands are back at the top of the cool list, reversing last year's trend of affordable everyday luxuries dominating."
Because "cool is subjective and personal", neither the public voters nor the 'influencers' were given a definition of 'cool'. They were asked to bear in mind factors including style, innovation, originality, authenticity, desirability and uniqueness.
The CoolBrands top 20:
2 Aston Martin
9 Virgin Atlantic
12 Bang & Olufson
16 BBC iPlayer
18 Sony Music
19 Alexander McQueen
20 Spotify ·