Apple Inc. (AAPL) Coolest Again, As Luxury Brands Make A Comeback

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Apple Inc. (NASDAQ:AAPL) once again topped the coolest brands chart in Britain, according to CoolBrands annual survey. Big Luxury names also made it back to the list, with popular brands like Aston Martin standing at second—one up from its position in 2012—followed by Rolex at third and Nike at fourth place.Apple Inc. (AAPL) Coolest Again, As Luxury Brands Make A Comeback

Affordable brands decline

Big apparel brands such as Chanel, Prada and Alexander McQueen have appeared in the list in the 13, 14 and 109 spots respectively, replacing Ice Cream and Department stores.

Ice Cream Brands did not a get place in this year’s list as Haagen-Dazs and Ben & Jerry’s, which were at 13th and 15th place on the 2012 list, are nowhere this year. Department stores like Selfridges and Liberty, standing at 14th  and 10th position last year could not make their way in this year’s list.

Fifth spot was taken by Glastonbury festival while Ray Ban stood at 10th position. YouTube declined from second place to the sixth place, while Google Inc (NASDAQ:GOOG) and Twitter, who were earlier among the top five, dropped from their positions to the seventh and eight spots.

BBC iPlayer took 16th position, which is a huge decline from sixth position last year, and Skype was ousted from the top 20 list. Spotify was the new entrant to the list of 20. Virgin Money and Savoury spread Marmite won the top spot in their respective categories.

Reviving economy may be the reason

Stephen Cheliotis, chairman of the CoolBrands council, said: “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.”

The Chairman said that luxury brands replaced the affordable everyday brands and sport and music brands became more visible. According to Cheliotis, the return of the luxury brands in the top 20 list can be a result of the impact of strong heritage, product quality or due to reviving British economy.

The list was made after taking in the votes of 3000 consumers and a panel of 38 “key influencers” like television chef, Gizzi Erskine, and model Daisy Lowe.

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However, some can question the authenticity of the list of top 20 brands selected by CoolBrands, as it seems to be the random selection of the largest brands in the UK. CoolBrands, on the other hand, says that their method of selection is sound. The expert council consists of 36 members who rate each brand from 1 to 10. These members cannot rank those brands with which they have a direct link.

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