We know that tech brands are dominating brand and marketing but Apple retaining the title to be named the coolest brand in the UK is further evidence how successful their year is becoming. They had a successful launch with new iPhones and iOS8 rollout. Other global brand such as Google, Sony and Netflix are slowly catching up to Apple after receiving highs cores but the CoolBrands annual survey, in its 13th year now, has outlined that the momentum for Apple is increasing. The survey is co-ordinated by The Centre for Brand Analysis, a panel of 37 ‘key influencers’ including actor MBE David Harwood, scored each brand on key factors such as uniqueness, desirability and innovation. Then it was left up to 3,000 members of the British public to give the overall brand rankings.
A key outcome was the battle between social platform giants Instagram and Twitter, as Twitter fell out of the top 20 for the first time in years. Instagram leapfrogged them into 14th place. Overall there are 13 brands that have retained their position in the top 20 list.
This outlines how brands have phased out the idea of short term success and instead focusing their brand strategy on long term innovation and brand reputation. There have been some exciting new brands that have made their debut in the Top 20 list such as Tangle Teezer.
The hair care product that was not chosen as an investment opportunity by the dragons of the BBC programme Dragon’s Den, has gone onto to become an international hit. Furthermore after showcasing award winning shows such as Breaking Bad and House of Cards, Netflix broke into the top 20 for the first time. The full list is below:
Coolest brands in the UK:
- Aston Martin
- Dom Perignon
- Bang & Olufsen
- Alexander McQueen
- Virgin Atlantic
- Stella McCartney