Apple Second “Coolest Brand” In The UK

According to the latest CoolBrands survey, Apple’s gadgets and computers aren’t the coolest brand among UK consumers, leaving the #1 spot to British manufacturer of luxury cars Aston Martin. The BBC reports this morning:

Stephen Cheliotis, chairman of the CoolBrands Expert Council, said: “Cool is subjective and personal. But being identified as a Cool Brand by the British public and a panel of influential opinion formers implies it is a brand that most Brits wish to own.

“Votes are based on a wide criteria of factors but these brands are clearly delivering cool in the eyes of consumers and influencers alike,” he said.

Apple’s devices are often described as elegant and “cool”, but there’s no denying Aston Martin’s James Bond cars have their very own historic charm, too. In this year’s CoolBrands index – which is voted by consumers as well as a group of “experts” in brand recognition and popularity –  BlackBerry and Google came at 6th and 7th place, respectively, with Harley-Davidson behind Apple at the 2nd spot. The full list can be viewed on CoolBrands’ website.