Apple Claims Top Spot as UK’s Coolest Brand

Global technology giant, Apple, has knocked Aston Martin from its spot at the top to claim the title of UK’s coolest brand for 2012/13, as revealed by the influential annual CoolBrands survey. The luxury car marque has previously dominated the list, holding the number one position for six out of the most recent seven surveys.

Now in its eleventh year, the list follows a vote by a combination of just under 3,000 British consumers and a panel of 39 key influencers* and prominent figures.

Co-ordinated by The Centre for Brand Analysis, the prestigious CoolBrands list is drawn from over 10,000 independently identified brands, shortlisted to 1,200.

The panel of influencers score each brand keeping in mind factors that define a cool brand such as innovation, originality, style, authenticity, desirability and uniqueness, before the British public cast their vote. The official results reveal the brands most highly rated by both audiences.

Cool Brands 2012

The Official 20012/13 CoolBrands top 20 is:

1. Apple
2. YouTube
3. Aston Martin
4. Twitter
5. Google
6. BBC iPlayer
7. Glastonbury
8. Virgin Atlantic
9. Bang & Olufsen
10. Liberty
11. Sony
12. Bose
13. Häagen-Dazs
14. Selfridges
15. Ben & Jerry’s
16. Mercedes-Benz
17. Vogue
18. Skype
19. Nike
20. Nikon



·      Almost half the list is made up of technology and media brands (45%), compared with just one-quarter last year.

·      A record amount of online brands made the top 20, highlighting how important connecting and communicating online has become.

·      Amongst the highest movers into the top 20 were Twitter, Skype and Nikon, which entered the top 20 for the first time. YouTube was also up eight places from last year, demonstrating connectivity and photo sharing is an important theme for 2012/13. Interestingly, Facebook did not feature in this year’s top 20.

Everyday Cool:

·      It’s the most affordable list yet, with 25% of brands free to consumers; YouTube, Google, Twitter, Skype, BBC iPlayer and 15% costing under £10 including; Häagan-Dazs, Ben & Jerry’s and Vogue.

·      The luxury brands that dominated last year’s list, including; Maserati, Ferrari, Chanel, Vivienne Westwood and Alexander McQueen, have all fallen away from the top 20. Getting a cool fix has become more short-term, achievable and affordable.

Moving Up & Down:

·      One of the biggest surprises this year is the number of new entries, making up 75% of the top 20.  Some of the biggest fallers slipping out the top 20 were Nintendo, PlayStation, Harley-Davidson, Maserati, BlackBerry, Agent Provocateur, Vivienne Westwood, Rolex, Dom Pérignon and Ferrari.

Heritage Brands:

·      30% of the top 20 were British heritage brands, a slight increase on last year.  Overall, a disappointing amount of British brands fill the top 20 with the survey being dominated by international companies.

Stephen Cheliotis, Chairman of the CoolBrands Expert Council, comments: “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. Perhaps, reflective of its lack of success since becoming a public company, Facebook has failed to join its peers in the top 20.

As we have seen over the last five years the bulk of the top twenty is dominated by international brands, which is very sad for UK plc. Despite Team GB’s success it remains unlikely that next years top 20 will see any change in that pattern. It will be interesting to see next year if the luxury brands fight back, or whether the list continues to feature so many online brands together with the tech giants”

·       * Who is on the CoolBrands Expert Council 2012/13?

Plan B: British Rapper, Singer-Songwriter, Actor & Film Director
Carl Barât: Musician, Actor and Author
Alex Box: Makeup Artist, Visionary & Creative Director of Illamasqua
Gemma Cairney: Radio Presenter & Journalist
Rob da Bank: DJ & Bestival Founder
Ben de Lisi: Fashion Designer
Eliza Doolittle: Singer-Songwriter
James-lee Duffy: Art Director, Graphic Designer & Illustrator, We Are Shadows
Gizzi Erskine: Chef & Food Writer
Sadie Frost: Actress & Fashion Designer
Kate Halfpenny: Fashion Designer & Stylist
Ruby Hammer MBE: Brand Creator & Marketing Consultant
David Harewood MBE: Actor
Rickie Haywood-Williams & Melvin Odoom: Presenters of Kiss 100 Breakfast Show
Kelly Hoppen MBE: Designer
Quentin Jones: Illustrator & Filmmaker
Millie Kendal MBE:  Brand Creator & Marketing Consultant
Rizzle Kicks:  Pop-Rap Duo
Daisy Knights: Jewellery Designer
Mark Krendel: Partnerships Director of Universal Music Group UK
Lee Lapthorne: Fashion & Creative Director
Susanna Lau (aka Susie Bubble): Writer and blogger of Style Bubble
Izzy Lawrence:  TV Presenter & Blogger
Bip Ling: Blogger,DJ & Model
Hannah Marshall: Designer
Zara Martin: TV Presenter, DJ & Model
Liz Matthews: Publicist
Natasha McNamara: Digital Editor,
Callum Negus Fancey: Founder & CEO of Let’s Go Holdings
Paul Percival & Adam Reed: Co-Founders, Percy & Reed
Luke Peters: Editor, T3 magazine
Charlotte Riley: Actor
Gisèle Scanlon: Broadcaster, Author & Founder of
Lisa Snowdon: Presenter, Model & Co-host of Capital Breakfast Show
Anna-Marie Solowij: Beauty Journalist & Brand Consultant
Tabitha Somerset-Webb: Founder, Project D & Tabitha
– Jo Tutchener: Founder, Beauty Seen PR
Grace Woodward: TV Presenter &  Fashion Creator
Charli XcX: Singer


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