Aston Martin named UK’s coolest brand
Aston Martin fought off international competition to be named Britain’s coolest brand for the second year running.
The British sports car manufacturer was named above the likes of Apple, Rolex and Google in the influential annual CoolBrands list.
While a panel of 36 “influencers” give their ratings, 2,000 Britons are also asked to vote for their coolest brands to complete the list.
Stephen Cheliotis, chairman of CoolBrands council said: “There are inherent factors that are evident in cool brands – things like style, originality, innovation.
“If style leaders and the British public think you’re cool, from a business perspective it’s massively important because what it means is people want you.
“They want to buy your product, they want to buy your service, and they’ll probably pay a premium for it.
“So, if you could have that kudos in an economic downturn, that brand power will help your business and help you get through these difficult economic times.”
American motorcycle manufacturer Harley-Davidson topped both the male and female consumer vote.
Steve Colling, Harley-Davidson’s UK marketing manager, said: “To be the only motorcycle brand in the top 20 is fantastic and shows the broad appeal that Harley-Davidson has not just with our customers, but with riders and non-riders of all ages.”
The men’s top seven was made up entirely of automobile manufacturers, while the women’s top ten features Jimmy Choo at number two and Blackberry at number five.
Apple, second on the overall list, does not feature at all in the male top ten but had strong backing from women, who voted it their third coolest brand.
But women also favoured car manufacturers, with Aston Martin at number four in the female top ten.
Ferrari and Porsche also feature in the male and female top tens.
Women are also apparently more into gaming than men, with Nintendo appearing at number seven in the female top ten but no gaming companies feature in the men’s top 10.
Mr Cheliotis said: “It’s amazing that Aston Martin has come top for five of the last six years.
“But it is a fantastic car – whether you’re a male or a female, whether you’re young or old, you just want an Aston Martin.
Now in its tenth year, the list is compiled after the panel of 36 designers, style experts and prominent figures from the worlds of TV, fashion and music score each brand.
They take into account style, innovation, originality, authenticity, desirability and uniqueness.
After that 2,000 members of the British public cast their votes to help form the final list.
This year’s panel included pop star Jessie J, DJ Rob Da Bank and TV presenter Miquita Oliver.
Top 20 brands:
1. Aston Martin
5. Bang & Olufsen
11. Alexander McQueen
12. Dom Perignon
17. Vivienne Westwood
18. Agent Provocateur
19. Tate Modern
The male and female top 10s are:
2. Aston Martin
2. Jimmy Choo
4. Aston Martin
8. Moet & Chandon
9. Dom Perignon