Twitter has been voted the fourth coolest brand in the UK, behind Apple and YouTube, who both fended off six-time winner Aston Martin, with the car manufacturer dropping down into third place.
CoolBrand’s annual survey of Britain’s most desirable brands, which is decided by 3,000 consumers and a panel of 39 experts, saw Twitter make the list for the first time, with Facebook failing to chart.
Brands are scored on their uniqueness, originality, style, innovation, authenticity and desirability.
Technology dominated the survey, with Google and the BBC’s iPlayer rounding out the top six. This came largely at the expense of luxury goods makers, with Maserati, Ferrari, Chanel, Vivienne Westwood and Alexander McQueen, all of whom featured in 2011, unable to make the cut this year.
Overall, a quarter of the top 20 brands offer services that are free to their customers.
CoolBrands Top 20
3. Aston Martin
6. BBC iPlayer
8. Virgin Atlantic
9. Bang & Olufsen
15. Ben & Jerry’s
“It is interesting that in this age of austerity our perception of cool has increasingly shifted from aspirational, luxury brands to free or more affordable brands that provide us with pleasure,” said Stephen Cheliotis, chairman of the CoolBrands expert council.