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Apple still “coolest brand”, Netflix challenges

Apple has retained its title as the coolest brand in Britain for a fourth year, according to the CoolBrands annual survey.

Streaming giant Netflix has charged up the rankings from 10th place last year to 5th, while Instagram rose from 14th to 7th. Spotify was a new entry at 11th, whilst YouTube comes in 9th and Google at 12th.

CoolBrands spokesman Stephen Cheliotis said: “Attaining top 20 CoolBrands status takes time and isn’t the result of a one year fad or flash in the pan. Young brands however, like Netflix and Instagram, are showing clear momentum. They are moving up the top 20 at a decent pace and posing a threat to established sector peers, suggesting they’ll challenge the leading brand overall. How long Apple hangs on to pole is hard to predict, but as the initial excitement around new products dies down, evaluation on how pioneering these are could be telling.”

The 2015/16 CoolBrands top 20 is:

1. Apple

2. Ray-Ban

3. Glastonbury

4. Nike

5. Netflix

6. Alexander McQueen

7. Instagram

8. Chanel

9. YouTube

10. Aston Martin

11. Spotify

12. Google

13. Royal Albert Hall

14. Sonos

15. Whole Foods Market

16. Bang & Olufsen

17. Ace Hotel

18. Adidas

19. Virgin Atlantic

20. Liberty

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