Apple has taken three of the top five places in this year’s CoolBrands list, with the iPhone at top of the poll, Apple itself in third place and the iPod securing fourth place in the list, led for the last three years by Aston Martin, which fell to second place this year.
The success of the iPhone this year, which sold 5 million units between March and June, has led to it rising from second to become the most stylish brand. The shortlist for the survey is compiled by 2,500 voters. The final twenty brands are voted on by a panel.
BlackBerry saw some gains, climbing 16 places to seventh place, while the BBC’s iPlayer was the only new entry to take a top 20 slot. Google’s YouTube was recognised as the number one online brand.
Stephen Cheliotis, chief executive of the Centre for Brand Analysis, said: "The iPhone is something everyone has been talking about. There has been so such a buzz around it and people who haven’t got one, want one.”
Top 20 Coolest Brands:
2. Aston Martin
9. Bang & Olufsen
10. PlayStation 3
12. Tate Modern
13. Dom Perignon
14. Virgin Atlantic
18. Vivienne Westwood
20. BBC iPlayer
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