Apple named “coolest brand” in the U.K.

Apple has been named the coolest brand in the U.K. Which comes as no real surprise, despite the series of missteps the company has made recently.

It’s fair to say Apple has had mixed fortunes over the past month. First, all details of the new iPhone 5 leaked well ahead of the official announcement. Then the response to the incremental update that is the iPhone 5 was rather tepid. We’ve since had the iOS 6 Maps app debacle, an accusation of copyright infringement over the iPad Clock, and complaints over how easy it is to scratch the black iPhone 5. However, countering all of that is phenomenal first-weekend sales of the iPhone 5, long queues outside Apple Stores for the device, and a stock price that continues to climb unimpeded.

As I say, mixed. But despite all of the negative points, Apple as a company has never been in better shape. Especially as it now has more adoring fans than it has ever had before.

These fans must be the reason that Apple has been named the coolest brand in the U.K. for 2012. The annual CoolBrands survey polled 3,000 consumers to get their views on a range of different brands, with a panel of experts helping to rank the top brands. An initial 10,000 were pared down to 1,200, and the Top 20 cool brands [PDF link] are listed below.

1. Apple
2. YouTube
3. Aston Martin
4. Twitter
5. Google
6. BBC iPlayer
7. Glastonbury
8. Virgin Atlantic
9. Bang & Olufsen
10. Liberty
11. Sony
12. Bose
13. Haagen-Dazs
14. Selfridges
15. Ben & Jerry’s
16. Mercedes-Benz
17. Vogue
18. Skype
19. Nike
20. Nikon

Apple beat all-comers, even knocking Aston Martin in to third place despite it holding the top spot for six of the last seven years. Web brands did particularly well, with YouTube placing second, Twitter fourth, Google fifth, and iPlayer sixth.

What this means is that despite a year under new leadership since Steve Jobs passed away Apple continues to hold a firm grip on its legion of fans who will lap up anything the company sends their way. It’s an enviable position to be in; one that I’m sure Sony, Bose, Nikon, and the others on the list wish they could replicate.

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