Apple retains title as coolest brand in CoolBrands ranking

It seems not even a PR disaster involving the latest U2 album can stop Apple. The Cupertino firm has again topped the charts as the coolest brand in Britain, according to the latest study from CoolBrands.

Four of this year’s top five also made that position last year, with Apple ahead of Aston Martin (#2), Nike (#3) and Glastonbury (#5).

Twitter, which came eighth last year, misses out on the top 20 altogether, while Instagram (#14) is a new entry.

“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,” said CoolBrands spokesman Stephen Cheliotis.

Apple has held the top spot since 2012, with three of the previous four victories going to Aston Martin. 2009 saw iPhone, Apple and iPod make the top five. Since 2011, the separate iDevices have not been listed.

“Sleek, stylish design combined with powerful, groundbreaking technology make Apple’s range of products iconic must-haves around the world,” reads Apple’s entry on the CoolBrands site.

So why does Apple have such branding power? A survey in February found that three in five iPhone users have a “blind loyalty” to the Apple brand. Last year saw a sea-change according to Interbrand. Apple knocked Coca-Cola off its perch as the world’s most valuable brand, the soft drinks manufacturer having held the title for 13 years straight.

Not every firm sees it that way, however. Back in May Millward Brown, in its brand report, saw Google overtaking Apple as the world’s most valuable brand.

Last week marketing writer Jim Connolly mused over U2 album Songs of Innocence, released for free on half a billion iTunes accounts, and concluded that even if the product is good, if you push something at people they won’t like it.

“When you push marketing at people, they push back,” he wrote. “Instead, earn permission and act within the expectation of the relationship you have with your audience.”

Take a look at the full list here:

  1. Apple
  2. Aston Martin
  3. Nike
  4. Chanel
  5. Glastonbury
  6. Google
  7. YouTube
  8. Dom Perignon
  9. Rolex
  10. Netflix
  11. Bang & Olufsen
  12. Ray-Ban
  13. Alexander McQueen
  14. Instagram
  15. Bose
  16. Liberty
  17. Selfridges
  18. Sony
  19. Virgin Atlantic
  20. Stella McCartney

Picture credit: wicker_man/Flickr

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