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. Destination retailers, Liberty and Selfridges, are back on the list after a one year absence, as is technology brand Bose. Luxury fashion brand, Stella McCartney, has also reentered the top 20, alongside the champagne label, Dom Perignon, which regained a place on the list after a three year absence. The CoolBr
ands 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, has also broken into the top 20 for the first time.
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 2000 consumers and a panel of 37 “key influencers”, which this year included the models Sophie Dahl and Jodie Kidd, and 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.
“Apple, however, continues to dominate the listing and remains untouchable for now.”
The 2014/15 CoolBrands top 20:
Apple
Aston Martin
Nike
Chanel
Glastonbury
Google
YouTube
Dom Perignon
Rolex
Netflix
Bang & Olufsen
Ray-Ban
Alexander McQueen
Instagram
Bose
Liberty
Selfridges
Sony
Virgin Atlantic
Stella McCartney
PA
