Aston Martin knocks iPhone from "cool" top spot
Apple’s iPhone has been knocked off the top spot of the annual Cool Brands list by classic car marque Aston Martin.
Aston Martin has regained its title as the coolest brand in the annual survey after being displaced by the Apple iPhone last year.
However technology brands continue to lead the Superbrands Cool Brands survey with the rest of the top five spots taken by tech brands.
Apple’s iPod takes third place, Blackberry is fourth and upmarket audio-visual brand Bang & Olufsen takes fifth place.
Apple, the iPhone parent brand and video sharing site YouTube dropped out of the Top 10 to 13 and 15 respectively while champagne brand Dom Perignon (10) and motoring brands Ferrari (9) and Harley-Davidson (6) moved up.
The list identifies the 500 “coolest brands” and is compiled by The Centre for Brand Analysis.
Brands are judged by 2,000 consumers and a panel of expert judges including designers, lifestyle magazine editors and brand consultants on style, innovation, originality, and desirability.
The top 20 CoolBrands:
1. Aston Martin
5. Bang & Olufsen
7. Nintendo Wii
10. Dom Perignon
11. BBC iPlayer
12. Vivienne Westwood
14. Tate Modern
15. You Tube
18. Ray Ban
19. Alexander McQueen
20. Jimmy Choo