Apple retained the top spot despite a difficult year for the brand, which posted its first revenue decline in 13 years in April, while Netflix, Instagram and Spotify are in the top ten. Glastonbury continues to rise in popularity moving from third position to second.
Having narrowly missed out on a Top 20 position last year, accommodation provider Airbnb is a new entry this year in 12th position. Similarly rising up the ranks is the action camera pioneer GoPro, in 18th position. Sonos, another young technology innovator, retained its position in the Top 20.
Fashion brands are struggling with notable fallers including Alexander McQueen (down seven places to 13th), Chanel (down eleven places to 19th) and Ray-Ban (down eighteen places to 20th). Bucking the trend are sportswear brands Nike and Adidas which continue to perform well.
Other new entries into the Top 20 included MAC which enters the Top 20 for the first time, and Harley Davidson and PlayStation, both of which re-entered the Top 20 after a five-year absence.
Stephen Cheliotis, chairman of the CoolBrands Council, said: "While Apple is still perceived by influencers and the public alike to be the UK’s coolest brand, a concerted wave of fast-growing, entrepreneurial businesses are building momentum to seriously challenge its position.
"Challenger brands are utilising new technologies, new business models and new ways of thinking, while remaining accessible and useful; conversely many premium brands are falling, as evidenced by the significant drop in performance of the luxury fashion brands surveyed."
Top 20 2016/17 CoolBrands - click on the brand names for more information on its activations this year.
- Aston Martin
- Alexander McQueen
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