Apple’s iPhone has been named the UK’s coolest brand, knocking Aston Martin from the top spot it has held for the last three years in the SuperBrands CoolBrands list.
Apple also took third place for the parent company brand, and fourth place for its iPod. While Aston Martin is now deemed the second-coolest brand, the rest of the Top 10 is made up of technology and internet brands, with Nintendo, YouTube, BlackBerry, Google, Bang & Olufsen and PlayStation taking fifth to 10th place respectively.
Xbox, Tate Modern, Dom Perignon, Virgin Atlantic, Ferrari, Sony, Mini, Vivienne Westwood, Rolex and BBC iPlayer were placed 11th to 20th in the list.
The 2009/10 CoolBrands list, which is administered by The Centre for Brand Analysis, reflects the combined opinions of an expert council and more than 2,400 members of the public.
The expert council and consumers were asked to consider six key factors when making their selection, looking at whether the brands were stylish, innovative, original, authentic, desirable and unique.
“Aston Martin has finally lost its top spot in the rankings, but only just,” said Stephen Cheliotis, chairman of the CoolBrands council and chief executive of The Centre for Brand Analysis. “In fact, considering cool is seen to be very fluid and changeable, the Top 20 shows remarkable consistency, with 15 of last year’s Top 20 in there again.
“It would be easy for the brand leaders to take their eye off the ball, become complacent and let others steal their thunder, so they really should be congratulated for continuing to maintain their lead in the eyes of the experts and consumers.”
New entries to the Top 20 include the iPod, BlackBerry, Xbox, Mini and BBC iPlayer. The brands that have fallen out of the Top 20 were Agent Provocateur, Ducati, Nike, Facebook and Lamborghini.
Article courtesy of businessandleadership.com