14 DAY TRIAL // Superbrands UK conducted a new survey to find out the coolest brands in the country, revealing that Aston Martin won the first place while iPod comes on the second position. The interesting fact is that famous brands such as Google, Apple or eBay were defeated by Band and Olufsen or YouTube. While Google was placed on the fifth position, the popular video sharing technology YouTube won the bronze medal as it received the third place. iTunes is not too cool according to the research because it was only the 19th while Amazon came just after it on the 20th place.
"The top twenty is a reflection of our changing needs, wants and interests," comments Stephen Cheliotis, chairman of the CoolBrands Council, according to the press release published by the parent company. "You could argue that it's split into two pretty clearly defined categories - on the one hand, things can become cool by virtue of their necessity or prevalence in your life, like Google, or Amazon. On the other, the things you really want, but may know you'll never get - like a Rolex; or a Ferrari - are considered just as cool.
"There seems to be a real divergence between aspiration and practicality but both are deemed cool - which goes to show how the needs and desires of consumers are developing."
In the past, Google was always among the first brands but it seems like the United Kingdom is not as Google-lover as we expected. Yahoo is not even included in top 20 even if Alexa sustains the Sunnyvale company has the most visited website on the Internet. Google is placed on the third position on Alexa while YouTube comes after its father on the fourth place. Obviously, Microsoft's MSN won the second place but it seems like it is not a cool brand in the UK.