Apple Displaces Aston Martin as UK’s Coolest Brand

Apple has taken the crown as the “coolest brand” in the UK for 2012/13, displacing Aston Martin from the top spot, followed by YouTube, Google, Twitter and BBC iPlayer.

The Cupertino giant has been named the “coolest brand” in the UK for the first time, just as Apple’s British designer, Sir Jonathan Ive, recently collected his D&AD Award.

Each brand was scored on factors such as “innovation, originality, style, authenticity, desirability and uniqueness,” Digital Spy reports. Only then is the public’s vote taken into account.

The top 20 list begins with Apple on the first position, followed by YouTube, Aston Martin (which held the crown for six consecutive years), Twitter, Google, BBC iPlayer, Glastonbury, Virgin Atlantic, Bang & Olufsen, Liberty, Sony, Bose, Häagen-Dazs, Selfridges, and ending with Ben & Jerry's, Mercedes-Benz, Vogue, Skype, Nike, and Nikon.

45 percent of the CoolBrands list was made up of technology and media companies. Last year, tech made up just a quarter of that list.