Aston Martin ‘cooler’ than Apple

Ben Camm-Jones
1 October, 2011
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The annual CoolBrands survey in the UK has again rated Apple as the second-coolest brand after luxury car maker Aston Martin.

BlackBerry, Google and YouTube were other technology brands to make the top 10. The rankings are put together by interviewing the UK’s marketing and business communities, as well as members of the public.

Last year Aston Martin pipped the iPhone to the number one spot in the CoolBrands rankings, with the iPod third and Apple in 13th place. This year Apple, the iPhone and the iPod have been treated as a singular entity.

Apple’s brand is described as “Sleek, stylish design combined with powerful, groundbreaking technology make Apple’s unique products iconic must-haves around the world” in the survey.

Harley Davidson comes third, Rolex fourth and Bang & Olufsen fifth. BlackBerry is sixth, followed by Google, Ferrari, Nike and YouTube.

Stephen Cheliotis, chairman of the CoolBrands Expert Council, said: “Cool is subjective and personal. But being identified as a Cool Brand by the British public and a panel of influential opinion formers implies it is a brand that most Brits wish to own.

“Votes are based on a wide criteria of factors but these brands are clearly delivering cool in the eyes of consumers and influencers alike.”

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