Cool brands list dominated by luxury items, says survey

Rolex Oyster Rolex is just one of the top-end luxury brands featuring strongly on this year's list

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A list attempting to chose the "coolest" brands in the UK has been dominated by high-value brands - topped off by Apple products.

The annual survey, from CoolBrands, has Aston Martin and Rolex in second and third place.

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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