Apple Is 'Coolest Brand' For Third Year Running

The Apple logo hangs in the glass box entrance to the company's Fifth Avenue store, Thursday, Sept. 5, 2014 in New York. (AP Photo/Mark Lennihan)
The Apple logo hangs in the glass box entrance to the company's Fifth Avenue store, Thursday, Sept. 5, 2014 in New York. (AP Photo/Mark Lennihan)

Apple has retained its title as the coolest brand in Britain for the third year but Twitter has fallen out of favour to make way for rival Instagram, according to an annual survey.

The CoolBrands list has seen Twitter drop out of the top 20, ending a three-year stint, while Instagram made its debut on the list at number 14.

Streaming service Netflix, home of award-winning drug drama Breaking Bad, has also broken into the top 20 for the first time.

Destination retailers Liberty and Selfridges are back on the list after a one-year absence, as is technology brand Bose.

The luxury fashion brand Stella McCartney has also re-entered the top 20, alongside the champagne label Dom Perignon, which regained a place on the list after a three-year absence.


So Apple is still officially cool - that much we expected. Let's just ignore that being officially "cool" is about the least cool thing in the world. That would be awkward. Let's also wait and see how that £5,000+ Apple Watch Edition goes down when it's released in 2015.

Having said that, it probably won't hurt Apple's Coolbrands ranking when its most desirable product is only affordable to the kind of people who... buy products from most of the other brands in the Top 20.

Because once again the Coolbrands Top 20 seems to turn up brands from the Duty Free shopping bags of millionaires more than the real world. So we have Aston Martin, Dom Perignon, Rolex and Selfridges, but no Rough Trade, Red Bull or Rockstar Games.

Yes, the mainstream gets a look in too, with Nike, Glasto and Instagram all appearing in the Top 20. One - Google - almost exclusively releases products for free. But for now it seems that, in the main, "cool" still means "expensive" in the minds of the "key influencers" who (along with 2,000 normals) get to draw up these kinds of lists.

-- Michael Rundle, HuffPost UK Tech Editor

A total of 13 brands retained their top 20 status from last year, including Chanel, Aston Martin and Nike, but those falling out of favour include Italian fashion giant Prada, Adidas and the BBC's iPlayer.

The list is voted by 2,000 consumers and a panel of 37 "key influencers", which this year included the models Sophie Dahl and Jodie Kidd and the fashion designer Julien Macdonald.

Voters were asked to bear in mind style, innovation, originality, authenticity, desirability and uniqueness when listing their brand selections.

CoolBrands spokesman Stephen Cheliotis said: "The idea that CoolBrands is about fads and short-term reputational success is ripped apart by the solid performance and dominance of regular top 20 brands such as Aston Martin, Chanel and Nike.

"If anything, this year's rankings illustrate that a solid reputation is hard to undermine or, in the case of rivals, overcome. That said it was refreshing to see unique and original brands such as Instagram and Netflix join the top 20.

"Both have had an impact on the market, shaking up the status quo and forcing rivals to up the ante. Apple, however, continues to dominate the listing and remains untouchable for now."

The 2014/15 CoolBrands top 20 is:

  1. Apple
  2. Aston Martin
  3. Nike
  4. Chanel
  5. Glastonbury
  6. Google
  7. YouTube
  8. Dom Perignon
  9. Rolex
  10. Netflix
  11. Bang & Olufsen
  12. Ray-Ban
  13. Alexander McQueen
  14. Instagram
  15. Bose
  16. Liberty
  17. Selfridges
  18. Sony
  19. Virgin Atlantic
  20. Stella McCartney