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Apple, Inc. (AAPL) Retains “Coolest Brand” Crown; Netflix (NFLX), Instagram Close In

Apple Inc. (NASDAQ:AAPL) iphone

Apple Inc. has retained the crown of the ‘coolest brand’ for the fourth straight year. But digital innovators, Netflix and Instagram are fast closing in, according to an annual survey.

Streaming giant Netflix, Inc. continued its surge up the rankings from tenth last year to fifth. Instagram jumped from fourteenth place to seventh.

Apple Inc. (NASDAQ:AAPL) iphone

The CoolBrands Top 20 2015 is now in its 14th year, and is compiled from a list of 1400 brands. It is based on the feed-back of 2500 British consumers and a deciding panel. The survey is much followed as an indicator of shifting consumer trends. Firms cannot themselves apply, nor pay to be considered.

This year, voting consumers were asked to bear in mind innovation, style, originality, desirability and authenticity, when listing their ranking of brands.

Apple ‘Coolest;’ Google Slips

Apple Inc. , which had fans, across the globe, queuing up for days last week to be among the first to lay their hands on the much touted iPhone 6s, retained the top spot.

CoolBrands spokesman Stephen Cheliotis however said, ‘Young brands like Netflix and Instagram, are showing clear momentum.’

‘They are moving up the top 20 at a decent pace and posing a threat to established sector peers, suggesting they’ll challenge the leading brand overall.’

‘How long Apple hangs on to pole is hard to predict, but as the initial excitement around new products dies down, evaluation on how pioneering these are could be telling.’

Another key talking point of this year’s survey is Google’s falling out of the top 10 list altogether. It slumped to twelfth from sixth last year. Facebook and Twitter did not feature in the top 20 brands.

Netflix Keeping Apple on its Toes

Despite the somewhat lukewarm response from both fans and critics to the Apple Watch and Apple Music, the tech giant’s brand appeal continues to lead the charts. Maybe this has something to do with the buzz surrounding its Apple TV service and the now launched iPhone 6S.

Netflix, Inc. and Instagram’s strong rise is reflective of a good past 12 months for the digital firms. Netflix is witnessing very healthy subscription growth. Plus it is foraying into new markets. While Instagram just recently drove past the 400 million user mark.

The most notable new entrant is Spotify, suggesting that competition may heat up for Apple Inc. Music. Spotify re-entered the rankings at eleventh. The biggest casualty this year was luxury brands, long the dominant category of CoolBrands rankings. Sony, Rolex, Bose and Dom Perignon all dropped out of the top 20 this year.

The complete 2015 CoolBrands Top 20 is listed below:

  1. Apple Inc.
  2. Ray-Ban
  3. Glastonbury
  4. Nike
  5. Netflix, Inc.
  6. Alexander McQueen
  7. Instagram
  8. Chanel
  9. YouTube
  10. Aston Martin
  11. Spotify
  12. Google
  13. Royal Albert Hall
  14. Sonos
  15. Whole Foods Market
  16. Bang & Olufsen
  17. Ace Hotel
  18. Adidas
  19. Virgin Atlantic
  20. Liberty
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