A list attempting to
chose the "coolest" brands in the UK has been dominated by high-value
brands - topped off by Apple products.
The poll is assembled
by a panel of 37 experts, including the designer Kelly Hoppen and the model
Daisy Lowe, with votes from 2,000 consumers.
Other names in the top
20 include Chanel, Prada and Alexander McQueen.
Names that are no
longer in the top 20 include Haagen-Dazs, Ben & Jerry's and Vogue.
The brands are a
mixture of the internationally dominant such as Nike, Google and YouTube, with
other internationally well-known but niche names, such as Glastonbury and the
music streaming service Spotify.
Cool in the 1980s but
not in 2013 - Design Council chief executive John Mather says cool brands have
a "timeless quality"
Cool-hunters
Stephen Cheliotis, chairman
of the CoolBrands council, said Apple's days as the leading brand might be
numbered: "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.
"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."
Some of the names on
the list may surprise cool-hunters.
Virgin Money and the
savoury spread Marmite are both winners of the coolest brands in their own
categories.
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