Apple Remains Britain’s “Coolest Brand”


After a recent poll by the CoolBrands List, Apple has remained number one in Britain for the third year in a row, The Guardian reports. The tech firm beat competitors like Twitter, Instagram, Netflix, Nike and Aston Martin to the top spot.

The top five ‘cool brands’ were: Apple, Aston Martin, Nike, Chanel and Glastonbury, with the top ten also comprising of Google, YouTube and Rolex.

Whilst a number of brands that were in the top 20 in last year’s list managed to remain so, Twitter actually dropped out of the top 20 after holding a position there for three years. Brands that entered the top twenty – either for the first time or after a short absence – included the fashion retailer and department stores Stella McCartney, Liberty, and Selfridges, technology firm Bose and champagne specialists Dom Pérignon.

The list itself is voted for by 2,000 consumers who are asked to consider the originality, innovation, desirability, style, authenticity and uniqueness of a brand. The list is also voted for by 37 ‘key influencers’, which this year included models Jodie Kidd and Sophie Dahl, and fashion designer Julien Macdonald.

Stephen Cheliotis, a spokesperson for CoolBrands, noted that the notion that CoolBrands “is about fads and short-term reputational success” is unfounded, as proven by “the solid performances and dominance of regular top 20 brands.”

He stated that this year’s rankings go a long way in proving that the list does highlight long-term success of outstanding brands, and that “a solid reputation is hard to undermine”. He also claimed it was “refreshing”, however, to see a few new entries, such as Netflix and Instagram, as they have shaken-up the market and are “forcing rivals to up the ante.”