Tech rules UK’s CoolBrands survey, with Apple taking first place from Aston Martin

apple store logo samsung lawsuitFresh from its sales success with the iPhone 5, Apple has topped the annual CoolBrands survey in the UK for the first time, knocking luxury sports car brand Aston Martin off the top spot, and leading a tech-fueled assault on the overall top 20.

Built from a database of influential brands, a short list of 1,250 companies were presented to nearly 3,000 British consumers, and an “expert council” of 39 independent industry figures. Each brand was then judged, but as “coolness” is a very difficult thing to define, voters were told only to consider six points before rating each brand out of 10.

Those points were style, innovation, originality, authenticity, desirability and uniqueness. With the results in, a final score was calculated with an 80/20 bias towards the expert council’s opinions.

So, according to the survey, the CoolBrands’ top 20 for 2012/2013 looks like this:

  1. Apple
  2. YouTube
  3. Aston Martin
  4. Twitter
  5. Google
  6. BBC iPlayer
  7. Glastonbury (music festival)
  8. Virgin Atlantic
  9. Bang & Olufsen
  10. Liberty
  11. Sony
  12. Bose
  13. Haagen-Dazs
  14. Selfridges
  15. Ben & Jerry’s
  16. Mercedes Benz
  17. Vogue
  18. Skype
  19. Nike
  20. Nikon

As you can see, half of the top 20 is occupied by tech brands, and although Aston Martin’s technical achievements fall more on the engineering side of the fence, one could argue that the top six are all technology companies or services.

This year’s list is particularly interesting when compared to the results from 2011/2012. Apple was second to Aston Martin last year, while YouTube was tenth and Google was seventh. Neither Twitter nor the BBC’s iPlayer online TV catchup service were present, and nor was Skype, Sony or Bose.

A couple of big tech names have disappeared from the list though, and perhaps unsurprisingly, BlackBerry’s number six position hasn’t been replicated this year. Nintendo, previously at number 16, has also lost out.

Twitter is the highest rated new entry from the tech world, and it’s interesting to note the absence of Facebook from the list, while Nikon makes its first entry into the CoolBrands’ top 20 too.

In the automotive world, Harley Davidson was at number three last year, Ferrari was at number 8 and Maserati just entered the list at number 20. None make an appearance this year, and aside from Aston Martin, Mercedes Benz is the only other car manufacturer on the list.

You can seen the complete list of all the category winners on CoolBrands’ website.