Yahoo Finance Apple Is Named As Coolest Brand In Britain
Apple (NasdaqGS: AAPL - news) has knocked Aston Martin from its title as the UK's coolest brand, according to a survey.
The California-based technology firm beat the car manufacturer to first place in the 11th annual CoolBrands poll.
The survey placed YouTube second, Twitter fourth and Google (NasdaqGS: GOOG - news) fifth.
Just under 3,000 British consumers and a panel of 39 "key influencers" - including chart acts Rizzle Kicks and Plan B – ranked a shortlist of 1,200 brands from more than 10,000 initially considered.
The panel scored each brand for factors including innovation, originality, style, authenticity, desirability and uniqueness ahead of the public vote.
BBC’s iPlayer, the Glastonbury festival, Virgin Atlantic, Bang & Olufsen (Copenhagen: BO.CO - news) , and department store Liberty (Berlin: RS3.BE - news) also made the top 10.
Almost half the list is made up of technology and media brands (45%) compared with a quarter last year, while a record number of online brands made the top 20.
Among the highest movers in the top 20 are Twitter, Skype and Nikon (Munich: 853326 - news) .
YouTube is up eight places from last year, however Facebook does not feature at all in the top 20.
Luxury brands that have fallen out of the top 20 include Maserati, Ferrari, Chanel, Vivienne Westwood and Alexander McQueen.
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.
"Whether watching our favourite shows online, sharing opinions, viewing comedy clips or speaking with friends from across the world, these brands bring us inexpensive entertainment and enjoyment that we appreciate and value highly."
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