Apple, Netflix, Spotify among UK’s ‘coolest’ brands

Apple is the UK’s ‘coolest’ brand for the fourth year running, while Netflix climbed five places this year to take fifth place, according to the annual CoolBrands survey.

The study placed media brands Instagram and YouTube in the top 10 at seventh and ninth place respectively. Instagram climbed seven places in the rankings compared to last year, while YouTube was down two places.

Music streaming service Spotify was new in a number 11 while Google was down six places at number 12.

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