Apple retains its place as Britain's coolest brand
TECHNOLOGY giant Apple has been crowned Britain's coolest brand for the second year in succession as luxury names edged out everyday products, an annual survey has revealed.
The CoolBrands list, as voted by 3,00 consumers and a panel of 38 "key influencers including model Daisy Lowe, has Apple ahead of car maker Aston Martin (2) and high-end watchmaker Rolex (3).
Apple is the world's most valuable company with a market worth of over £250bn as iPhones, iPads and iPods flood the tech market.
Sporting goods giant Nike took fourth spot on the list, followed by Glastonbury and YouTube.
Overall the top 20 saw a definite swing back to luxury brands as the affordable everyday brands slipped back
Google and Twitter both fell out of the top five to seventh and eight respectively.
Department stores Selfridges and Libery failed to make the top 20 despite featuring last year which meant no retailers made the top group.
Stephen Cheliotis, chairman of the CoolBrands council, said: "While Apple remained number one this year, question marks remain as to how long they might hold this position in the face of an increasingly competitive set of rivals.
"Overall the top 20 saw a definite swing back to luxury brands as the affordable everyday brands slipped back.
"Fashion brands came back to the fore, with sport and music brands becoming more conspicuous.
"Whether it's due to strong heritage, product quality or quite simply a correlation with the reviving British economy, this year's CoolBrands list shows an increasing number of luxury brands are back at the top of the cool list, reversing last years' trend of affordable everyday luxuries dominating."
Sir Richard Branson's airline Virgin Atlantic and iconic sunglasses brand Ray-Ban made up the top 10.
The CoolBrands top 10 list in full:
1 Apple
2 Aston Martin
3 Rolex
4 Nike
5 Glastonbury
6 YouTube
7 Google
8 Twitter
9 Virgin Atlantic
10 Ray-Ban