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Apple beats Nike, Google, Sony and Netflix to top CoolBrands list for third consecutive year


By Jessica Davies, News Editor

September 22, 2014 | 3 min read

Apple has fended off competition from the likes of Nike, Google, Sony and Netflix to retain its CoolBrands crown for the third consecutive year.

The CoolBrands annual survey, now in its 13th year, revealed that the iPhone giant has maintained its lead despite recent concerns that the brand might be losing momentum.

Google and YouTube both received high scores – occupying sixth and seventh places respectively, while Twitter fell out of the top 20 spots for the first time in three years.

However, rival social platform Instagram overtook Twitter, jumping to 14th place in the list.

Meanwhile US movie and TV streaming giant Netflix broke into the Top 20 UK list for the first time in tenth place.

Retailers Liberty and Selfridges bounced back into the Top 20 after a one-year absence, as did American technology brand Bose.

UK luxury fashion brand Stella McCartney, owned by French luxury house Kering, also re-entered the Top 20 alongside Gallic champagne Dom Pérignon, which regained a Top 20 position after a three-year absence.

In total, 13 brands retained their Top 20 status from last year, highlighting the continued dominance of the leading CoolBrands and a general “lack of impact” from newer rivals, according to the report.

Fashion giant Prada, Adidas and the BBC iPlayer all dropped out of the Top 20.

The results follow an independent poll of 2,000 British consumers and a panel of 37 key influencers, including musicians Ella Eyre, Labrinth, Laura Mvula and Reverend and The Makers, Digital Entrepreneur & Founder of SB.TV, Jamal Edwards and models, Jodie Kidd and Sophie Dahl.

CoolBrands Council chairman Stephen Cheliotis said the results who that a solid reputation is “hard to undermine”, but that it was “refreshing” to see brands such as Instagram and Netflix join the Top 20.

”The idea that CoolBrands is about fads and short-term reputational success is ripped-apart by the solid performance and dominance of regular Top 20 brands, such as Aston Martin, Chanel and Nike. If anything, this year’s CoolBrands rankings illustrate that a solid reputation is hard to undermine or, in the case of rivals, overcome.

“That said it was refreshing to see unique and original brands such as Instagram and Netflix join the Top 20. Both have had an impact on the market, shaking up the status quo and forcing rivals to up the ante. Apple, however, continues to dominate the listing and remains untouchable for now.”

The official 2014/15 CoolBrands Top 20 is:

  1. Apple
  2. Aston Martin
  3. Nike
  4. Chanel
  5. Glastonbury
  6. Google
  7. YouTube
  8. Dom Pérignon
  9. Rolex
  10. Netflix
  11. Bang & Olufsen
  12. Ray-Ban
  13. Alexander McQueen
  14. Instagram
  15. Bose
  16. Liberty
  17. Selfridges
  18. Sony
  19. Virgin Atlantic
  20. Stella McCartney

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