Apple Is Still The Coolest Brand In The UK, But Netflix, Instagram And Other Tech Names Pose A Challenge


Apple, which is the world's most valuable brand according to the 2014 Best Global Brands report, was voted as Britain's No. 1 coolest brand. The Cupertino-based company, reported to be worth over $700 billion, retained its crown in the CoolBrands list for four consecutive years now.

The vote canvassing was facilitated by CoolBrands, which has done so since 2001. The list involved 2,500 consumer votes and a panel made up of 36 "key influencers" that included Caroline Rush, British Fashion CEO, as well as Ella Eyre and Labrinth - both from the music industry.

"How long Apple hangs on to pole is hard to predict, but as the initial ­excitement around new ­products dies down, evaluation on how pioneering these could be telling," said Stephen Cheliotis, CoolBrands spokesman.

Ray-Ban, an established brand for eyeglasses and sunglasses, took the second seat this year. A steep climb from its tenth spot last year.

Glastonbury or Glastonbury Festival, a five-day celebration centered on music, rose a couple of notches - it was listed as No. 5 last year - and took the third seat.

Nike, an established name for sportswear and equipment, retained its spot at No. 4.

Netflix, a popular platform for audio and video streaming, unseated YouTube and placed as No. 5 this year.

Alexander McQueen, established by fashion designer and couturier Lee Alex McQueen, climb the farthest. The fashion brand now seats at No. 6 from last year's nineteenth spot.

Instagram, a Facebook subsidiary that is a popular video and photo-sharing platform, is listed at the seventh seat. Note that Instagram was not in CoolBrands' 2014 list but it was recognized as a winner for the social media category.

Chanel, one of the most popular brands in the fashion industry, also rose a few notches to No. 8 from being No. 13 in 2014.

YouTube, a Google subsidiary and a popular online video streaming portal, fell down from its sixth spot last year to No. 9 on the 2015 list.

Aston Martin, a British car manufacturer that had some of its sexiest cars featured in James Bond movies, is now seated at No. 10 from being next to Apple last year.

"Attaining top 20 ­CoolBrands status takes time and isn't the result of a one-year fad or flash in the pan," Cheliotis added. "Young brands however, like Netflix and Instagram, are showing clear momentum. They are moving up the top 20 at a decent pace and posing a threat to established sector peers, suggesting they'll challenge the leading brand overall."

It is also worth noting that Sony and Sony Music, which were ranked No. 17 and No. 18, respectively, last year, are no longer in the list.

Shown is the list [pdf] of Britain's top 20 brands:

1. Apple

2. Ray-Ban

3. Glastonbury

4. Nike

5. Netflix

6. Alexander McQueen

7. Instagram

8. Chanel

9. YouTube

10. Aston Martin

11. Spotify

12. Google

13. Royal Albert Hall

14. Sonos

15. Whole Foods Market

16. Bang and Olufsen

17. Ace Hotel

18. Adidas

19. Virgin Atlantic

20. Liberty 

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