According to the annual CoolBrands survey in the UK, which decides on the twenty ‘coolest’ brands in the world, Apple has held on to the top spot yet again.
This is the fourth year the tech giant has come out as number one in the survey, which is chosen by an ‘Expert Council’ of influencers and members of the British public.
Internet TV giant Netflix, however, has surged up the rankings, leaping from tenth to fifth.
The entire selection process is independently administered by The Centre for Brand Analysis. A comprehensive database of UK brands was compiled using a wide range of sources, from sector reports to blogs. From the thousands of brands initially identified, approximately 1,450 brands were shortlisted.