Apple Beats the Likes of Aston Martin and Rolex to Win Coolest Brand Award
Despite recent fears that Apple might lose some of its cool with the launch of the iPhone 5c, there is no need to worry about that now. According to CoolBrands latest study, Apple has retained its title as the coolest brand in Britain.
CoolBrands has published their list of the coolest brand in Britain for the last 12 years. The CoolBrands list is chosen by members of the public and a “council of influencers”, The Independent reports. The list is reportedly drawn from more than 10,000 brands.
This year Apple has seen off the likes of Aston Martin, Rolex and Nike to take the coveted prize. This is the second consecutive year Apple has won the top prize. Last year’s runner up – YouTube has slipped to 6th in the table.
Stephen Cheliotis, the 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.”
CoolBrands has confident in the methodology used in the study. Members of its expert council, comprising 37 opinion formers, awarded each brand a rating from 1 to 10 and were not allowed to score brands with which they had a direct association or with which they were in competition, the report said.
According to the report, nearly 3,000 members of the public also voted online. Respondents were asked to think of factors such as the style, innovation, originality, authenticity, desirability and uniqueness when determining the “coolness” of each brand.