Each year, CoolBrands ranks the coolest brands in the UK as determined by thousands of consumers’ votes and an Expert Council which includes marketers, fashion designers, artists, musicians, publishers, and more.
For the second year in a row, Aston Martin took the top spot with Apple holding on as the second coolest brand in the UK.
Both consumers and experts were instructed to evaluate brands based on six factors: style, innovation, originality, authenticity, desirability, and uniqueness.
The top 20 coolest brands in the UK of 2011 are:
- Aston Martin
- Bang & Olufsen
- Alexander McQueen
- Dom Perignon
- Vivienne Westwood
- Agent Provocateur
- Tate Modern
What surprises me most about this top 20 list of the coolest brands is how many are automotive, technology, and fashion brands. It’s interesting to see those are the industries that people gravitate toward when they define cool brands. Remember, brands depend on consumer perceptions, and clearly, cars, technology, and fashion are considered cool by a lot of people — at least it would certainly seem that way based on the results of the CoolBrands 2011 list.
The CoolBrands yearly ranking has been done since 2001, and I’d love to see a trend graph by industry to see if certain industries have lost their cool or gained it. Typically, people associate “cool” with things they like, talk about, have or want to have. Will inclusion on the list of the coolest brands in the UK drive sales to most of these brands? I wouldn’t expect any big sales jumps, but it does add another layer of interest in the brand for consumers who respond to the “cool” message. And why shouldn’t they? It’s a highly emotional message, and the most powerful brands are ones that consumers are highly emotionally invested in.
What do you think is the coolest brand? Leave a comment and share your thoughts on the CoolBrands list. Did they get it right?
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