iPhone tops 'Cool Brand' list

The Apple iPhone has dethroned Aston Martin by being named as the coolest brand, in the CoolBrands list compiled by the Superbrands organisation.

For the past three years, Aston Martin had held the top spot but this year saw Apple not only take No.1 position but also the 3rd and 4th, with the Apple brand by itself and the iPod respectively.

Tech-brands heavily featured in the Top 10, taking up nine of the 10 places. Aston Martin was the only 'classic brand' and non-tech item to make the Top 10, though Vivienne Westwood and watchmaker Rolex made the Top 20.

Speaking to the Associated Press, Stephen Cheliotis, chairman of the CoolBrands council and chief executive of the Centre for Brand Analysis, said: "Aston Martin has finally lost its top spot in the rankings but only just.

"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; equally most of the category winners are the same - so much for cool being a fleeting thing."

He added, "That said, 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."

"The iPhone is something everyone has been talking about. There has been so such a buzz around it and people who haven't got one, want one.

"But what we've also seen this year is that people want something aspirational but that's not going to break the bank."

The BBC iPlayer was the only new entry to the list.

The short list is based on research from the Centre of Brand Analysis and is compiled by 2,500 votes. The final 20 are voted on by a panel, featuring celebrities and professionals alike, such as DJ Edith Bowman and Adam & Eve founding partner James Murphy.

Top 20 Coolest Brands:

1. iPhone
2. Aston Martin
3. Apple
4. iPod
5. Nintendo
6. YouTube
7. BlackBerry
8. Google
9. Bang & Olufsen
10. PlayStation 3
11. Xbox
12. Tate Modern
13. Dom Perignon
14. Virgin Atlantic
15. Ferrari
16. Sony
17. Mini
18. Vivienne Westwood
19. Rolex
20. BBC iPlayer

 

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