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Apple retains coolest brand title

Apple has retained its title as the coolest brand in Britain while big luxury names have pushed everyday products out of favour, according to an annual survey.

The CoolBrands list has Aston Martin and Rolex in second and third place, as voted by 3,000 consumers and a panel of 38 "key influencers" such as television chef Gizzi Erskine and model Daisy Lowe.

Everyday brands that dominated last year's top 20, such as Haagen-Dazs, Ben & Jerry's and Vogue, dropped down the ranking to be replaced by luxury names including Chanel (13), Prada (14) and Alexander McQueen (19).

Nike took fourth place, followed by Glastonbury and YouTube, while Google and Twitter both dropped from their place in last year's top five to seventh and eighth places respectively.

BBC iPlayer also dropped from last year's sixth position to 16, Skype fell out of the top 20 altogether, while music streaming service Spotify is the only new digital entry at 20.

Both Selfridges and Liberty failed to place within the top 20, having featured at 14 and 10 last year, meaning no retailers made the top group.

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.

"Overall the top 20 saw a definite swing back to luxury brands as the affordable everyday brands slipped back.

"Fashion brands came back to the fore, with sport and music brands becoming more conspicuous.

"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."

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