A mobile phone manufacturer has been named the coolest brand in the UK.
Apple, which makes the iPhone, as well as other technology products such as the iPod and iPad, has overtaken carmaker Aston Martin to claim top spot in the rundown from CoolBrands.
The list has been compiled annually for the last 11 years – and 2012’s instalment sees technology firms dominating proceedings.
While Apple came in at number one, YouTube was ranked second, Twitter polled fourth and Google stood in the fifth slot.
The shortlist consisted of 1,200 brands, which were voted for by almost 3,000 consumers and 39 members of a ‘key influencers’ panel.
Stephen Cheliotis, chairman of the CoolBrands Expert Council, noted: “It is interesting that in this age of austerity our perception of cool has shifted from aspirational, luxury brands to more affordable brands that provide us with pleasure.”
A number of factors were taken into account before votes were cast, including style, innovation, authenticity, uniqueness and desirability.
Other brands making up the top ten included the BBC iPlayer, Glastonbury festival, Virgin Atlantic, Bang and Olufsen and department store Liberty.
