Apple tops CoolBrands list while Twitter drops out

Apple has topped the CoolBrands list for the third year running while Twitter has slipped out of the top 20.

The Apple Watch
The Apple Watch

The annual list, which is complied by The Centre for Brand Analysis, has seen Instagram enter the top twenty at number 14.  

Google and YouTube remain in the top ten and online film streaming service Netflix breaks into the top twenty for the first time.

There is also a resurgence for retailers Liberty and Selfridges, both of which were absent last year, and US audio and technology brand Bose.

Fashion brand Stella McCartney, owned by French parent company Kering returns to the top twenty, as does champagne house Dom Pérignon.

Notable absentees from the top twenty include Prada, Adidas, and the BBC iPlayer, all of which made the cut last year.

Chairman of the CoolBrands Council Stephen Cheliotis, says that long-term patterns are emerging in the survey with the “solid performance and dominance” of brands like Aston Martin, Chanel and Nike assured again this year “illustrating that a solid reputation is hard to undermine or, in the case of rivals, overcome”.

Despite this he says that the addition of Netflix and Instagram have “shaken up the status quo” and “both have had an impact on the market”.  

The results have been complied from a list of 2000 consumers and a panel of 37 “key influencers” which includes designer Kelly Hoppen, art director and illustrator James-Lee Duffy, singer Laura Mvula and actor David Harewood.

A CoolBrands spokeswoman confirmed that the survey, which launches today, was completed before the Appple Watch was launched on 10 September.

The full top twenty is as follows:

1. Apple

2. Aston Martin

3. Nike

4. Chanel

5. Glastonbury Festival

6. Google

7. YouTube

8. Dom Pérignon

9. Rolex


10. Netflix


11. Bang & Olufsen

12. Ray-Ban

13. Alexander McQueen

14. Instagram

15. Bose


16. Liberty

17. Selfridges

18. Sony

19. Virgin Atlantic

20. Stella McCartney

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