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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:
6. Alexander McQueen
10. Aston Martin
13. Royal Albert Hall
15. Whole Foods Market
16. Bang & Olufsen
17. Ace Hotel
19. Virgin Atlantic