Apple has topped a list of the coolest brand in Britain for the second year, beating the likes of luxury brands Aston Martin, Rolex and Chanel.
Despite facing increasingly tough competition from rivals Samsung in the smartphone market, the technology giant is still seen as a brand with style, according to the poll by CoolBrands.
The survey of 3,000 consumers, as well as a panel of 38 'key influencers' including chef Gizzi Erskine and model Daisy Lowe, placed Aston Martin in second place, with luxury watchmakers Rolex landing the number three spot.
Sports gear manufacturer Nike took fourth place, with the Glastonbury Festival completing the top five. Digital brands YouTube, Google, Twitter and BBC iPlayer retained a top 20 position, while music streaming site Spotify was a new digital entry, just sneaking a place at number 20.
But the everyday brands that made last year's CoolBrands list were nowhere to be seen, the likes of Haagen-Dazs and Selfridges replaced by Chanel (placed 13th), Prada (14) and Alexander McQueen (19), pointing to something of a resurgence amongst luxury brands.
According to the Daily Mail, Stephen Cheliotis, chairman of the CoolBrands council, said: "Overall the top 20 saw a definite swing back to luxury brands as the affordable everyday brands slipped back."
Mr Cheliotis added: "Whether it's due to strong heritage, product quality or quite simply a correlation with the reviving British economy, this year's CoolBrands list shows an increasing number of luxury brands are back at the top of the cool list, reversing last year's trend of affordable everyday luxuries dominating."
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