Apple retains top spot in 2013 CoolBrands Index

An influx of luxury and fashion brands have populated the latest CoolBrands list, with the continued revival of the UK economy triggering a upturn in the number of high-end brands making the grade.Apple tops the 2013 rankings, repeating the feat achieved last year as the new iPhone 5S/5C continues to generate a buzz following its launch last Friday (September 20th). Aston Martin bettered last year’s ranking by one, taking up second position to ensure a decade of top-three finishes, whilst Rolex snared third spot.

The remainder of the top ten consisted of Nike, Glastonbury, Youtube, Google, Twitter, Virgin Atlantic and Ray-Ban, with a panel of 3,000 consumers and 38 influencers; including musician Laura Mvula and Bestival founder Rob Da Bank, selecting the brands they believe have cultivated the most positive B2C relations over the past year.

Tellingly, not one retail business secured a position within the top 20, with the UK seemingly keen to loosen the purse strings once more as austerity measures wane and optimism toward a healthy financial feature begins to dawn. The likes of Merceds-Benz, Chanel, Prada, Alexander McQueen and Bang & Olufsen all represent the luxury market within the top twenty, with Google, BBC iPlayer and Spotify all an acknowledgement to the country’s digital media fixation.

The CoolBrands Index provides something of a gauge for analysing the UK consumer market, highlighting new trends and national attitudes to spending. Last year's list was notable for the spate of up-market brands losing their status as a top twenty representative. Replacing the likes of Maserati, Ferrari, Chanel, Vivienne Westwood were Skype, Liberty and Ben & Jerry’s, all of whom have fallen off the wagon this year.


Apple, which last week kicked off a concerted period of TV advertising activity in support of the 5C launch, has nevertheless experienced something of a lukewarm response online, with its 3-minute video introduction placing only tenth in the viral video charts early this month as LG and Samsung both secured positions in the top three.

However, with the winter months set to host a saturation in television activity surrounding both the iPhone 5C and 5S, and Christmas edging closer, Apple’s status as the UK’s favourite consumer brand is only likely to strengthen.