The UK’s CoolBrands are chosen by the Expert Council and members of the British public. Brands do not apply or pay to be considered. The entire selection process is independently administered by The Centre for Brand Analysis.

A comprehensive database of the UK’s coolest brands is compiled using a wide range of sources, from sector reports to blogs. From the thousands of brands initially identified, approximately 1,500 brands are short-listed. An independent and voluntary Expert Council scores this list, with members individually awarding each brand a rating.

The lowest-scoring brands (approximately 40%) are eliminated. A nationally-representative group of more than 2,100 UK consumers on the YouGov panel are asked to vote on the surviving brands. The opinions of the Expert Council (70 per cent) and the British public (30 per cent) are combined and the 500 highest-ranking brands are awarded ‘CoolBrand’ status.

Cool is subjective and personal. Accordingly, voters are not given a definition but are asked to bear in mind the following factors, which research has shown are inherent in a CoolBrand: style, innovation, originality, authenticity, desirability, uniqueness.

First place this year is taken by iconic car marque Aston Martin which has once again pipped computer giant Apple to the top spot for a second year running.

The survey found that women were just as impressed with technology brands as men, with 47% voting Apple their most popular tech brand while 44% voted for BlackBerry (who would have thought BlackBerry is still top-10-cool, considering the late downturn in terms of market share)

The only cool cultural venue in the top 20 was London’s Tate Modern gallery (19).

Interesting enough is the fact that technology is placed second as a category in the top 20 with 5 brands, just behind (sigh) Fashion with six, and ahead of automotive with 4.

But let’s see the final top:

1. Aston Martin
2. Apple
3. Harley-Davidson
4. Rolex
5. Bang & Olufsen
6. BlackBerry
7. Google
8. Ferrari
9. Nike
10. YouTube
11. Alexander McQueen
12. Dom Perignon
13. PlayStation
14. Ray-Ban
15. Chanel
16. Nintendo
17. Vivienne Westwood
18. Agent Provocateur
19. Tate Modern
20. Maserati

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[..] unlike the Gen-Xers that preceded them, this new generation believes there are causes worth supporting, with 70% agreeing with the statement, “I would fight for a cause I believe in.”

So what does this means for brands? In a statement, Walker said, “The days of a Nike-style mega brand that dominates an entire generation may be over, but so is the enclave-ization of the teen world into stereotypical Skaters, Goths, Geeks and Cool Kids. Welcome to a world with as many different definitions of cool as there are individuals.”

The PDF copy of the report can be seen HERE (PDF, 2.6 MB)

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Results from TippingSprung’s first annual survey of brand names revealed the top brand names in a number of key categories. Major trends in brand naming were also uncovered. The survey focused on names and products that had been released within the prior 18 months.

Choosing a name is one of the most important decisions a company can make when launching a brand. While packaging, taglines, or even product formulation can change on a regular basis, the name is the one element of the brand that remains constant.

said Martyn Tipping, president, TippingSprung.

The following are a few of the trends noted in the survey:

Authenticity and simplicity rule.

The survey shows that companies are gravitating towards real-word names rather than coined or made-up names. This reflects the consumers’ desire to connect with brands that communicate authenticity and simplicity.

Marketers are stuck in the middle between consumers and lawyers.

Corporate trademark lawyer may like coined names like Verizon or Altria that can be registered and protected in multiple classes. Savvy marketers are trying to satisfy the needs of both audiences by developing coined names that have instantly recognizable roots and meaning. One approach is to “embed” a real word prominently in the new name, as in the examples of Achieva, Genworth, and Scenium. Another approach is to bring two words together to create a new name, as in the case of PureVision, SoundDock, or CallVantage.

As companies get more complicated, so do the names.

With a resurgence in corporate merger and acquisition activity, TippingSprung believes that consumers should brace themselves for a new onslaught of coined names.

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