This year’s CoolBrands Top 20 saw Netflix beat fashion brand Chanel and old-school favourites such as Adidas and Aston Martin. The annual report into the UK’s most desired brands have been released, with US tech companies dominating the top spots. Apple has stayed at number 1 for the fourth year in a row, with Netflix moving up five places in the charts to fifth place – above YouTube and Google. Instagram also made it into the top 10 for the first time.
Attaining Top 20 CoolBrands status takes time and isn’t the result of a one year fad or flash in the pan – Stephen Cheliotis Chairman of the CoolBrands Council, Stephen Cheliotis: “Young brands however, like Netflix and Instagram, are showing clear momentum – “They are moving up the Top 20 at a decent pace and posing a threat to established sector peers, suggesting they’ll challenge the leading brand overall.”
The CoolBrands Top 20 is now in its 14th year and is compiled of some 1,450 brands, based on the opinions of 2,500 UK consumers and an independent judging panel.
20 Coolest Brands in the UK below – what do you think?
1. Apple (Non-Mover)
2. Ray-Ban (Up 10 Places)
3. Glastonbury (Up 2 Places)
4. Nike (Down 1 Place)
5. Netflix (Up 5 Places)
6. Alexander McQueen (Up 7 Places)
7. Instagram (Up 7 Places)
8. Chanel (Down 4 Places)
9. YouTube (Down 2 Places)
10. Aston Martin (Down 8 Places)
11. Spotify (New Entry)
12. Google (Down 6 Places)
13. Royal Albert Hall (New Entry)
14. Sonos (New Entry)
15. Whole Foods Market (New Entry)
16. Bang & Olufsen (Down 5 Places)
17. Ace Hotel (New Entry)
18. Adidas (New Entry)
19. Virgin Atlantic (Non-Mover)
20. Liberty (Down 4 Places)