Electronics giant Apple has retained its position as the ‘coolest’ brand in the UK for a fourth consecutive year, now that the 2015 CoolBrands Top 20 has been published.
The annual survey, which is now in its 14th year, is a list of the most desirable brands according to the opinions of 2,500 British consumers, as well as a panel of independent judges.
The judges are key influencers, and this year’s included famous faces like musician Labrinth and British Fashion expert Caroline Rush. The list considers around 1,500 top brands across a variety of different industries before announcing the top 20, as well as a list of ‘category winners’.
The results also showed that technology and social media platforms are performing well this year, with video streaming service Netflix rising five places to number five, and popular photo-sharing app Instagram rising seven places to number seven. Music streaming service Spotify was also a new entrant in the top 20, bagging itself 11th position.
Despite falling a couple of places, video site YouTube and search giant Google have retained their top 20 positions, ranking in 9th and 12th places respectively.
The rise in technology and social media means that other leading brands from last year’s list have fallen, with last year’s runner-up Aston Martin dropping to number 10. Brands such as Selfridges and Sony have lost their status as a top 20 brand for 2015.
Those who influenced the list were asked to keep in mind a number of key factors when making their decisions, which included desirability, originality, style and authenticity amongst others.
The full CoolBrands Top 20 for 2015 is as follows:
6. Alexander McQueen
10. Aston Martin
13. Royal Albert Hall
15. Whole Foods Market
16. Bang & Olufsen
17. Ace Hotel
19. Virgin Atlantic