Apple has retained its title as the coolest brand in Britain while big luxury names have pushed everyday products out of favour, according to an annual survey.
The CoolBrands list has Midland car manufacturer Aston Martin and Rolex in second and third place, as voted by 3,000 consumers and a panel of 38 鈥渒ey influencers鈥 such as television chef Gizzi Erskine and model Daisy Lowe.
Everyday brands that dominated last year鈥檚 top 20, such as Haagen-Dazs, Ben & Jerry鈥檚 and Vogue, dropped down the ranking to be replaced by luxury names including Chanel (13), Prada (14) and Alexander McQueen (19).
Nike took fourth place, followed by Glastonbury and YouTube, while Google and Twitter both dropped from their place in last year鈥檚 top five to seventh and eighth places respectively.
BBC iPlayer also dropped from last year鈥檚 sixth position to 16, Skype fell out of the top 20 altogether, while music streaming service Spotify is the only new digital entry at 20.
Both Selfridges and Liberty failed to place within the top 20, having featured at 14 and 10 last year, meaning no retailers made the top group.
Stephen Cheliotis, chairman of the CoolBrands council, said: 鈥淲hile Apple remained number one this year, question marks remain as to how long they might hold this position in the face of an increasingly competitive set of rivals.
鈥淥verall the top 20 saw a definite swing back to luxury brands as the affordable everyday brands slipped back.
鈥淔ashion brands came back to the fore, with sport and music brands becoming more conspicuous.
鈥淲hether it鈥檚 due to strong heritage, product quality or quite simply a correlation with the reviving British economy, this year鈥檚 CoolBrands list shows an increasing number of luxury brands are back at the top of the cool list, reversing last years鈥 trend of affordable everyday luxuries dominating.鈥
The official CoolBrands top 10 are:
1 Apple
2 Aston Martin
3 Rolex
4 Nike
5 Glastonbury
6 YouTube
7 Google
8 Twitter
9 Virgin Atlantic
10 Ray-Ban
