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Apple is the coolest brand for British consumers for the third year in a row, with Netflix and Instagram, which is rolling out advertising in Britain, making the top 20 ranking for the first time, while Twitter and the BBC have dropped out of the list.
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Apple, which on Monday said it sold a record number of new iPhones for a launch weekend, ranked at the top of the survey, with Glastonbury’s music fest remaining in the fifth spot like last year. That brand is followed by Google and its YouTube video service (which swapped ranks) and 10th-ranked Netflix, which has launched in additional European markets in recent days and is a new entry on the list.
Twitter dropped out of the top 20 list after ranking eighth last year and fourth the year before. The BBC also dropped out after ranking 16th in 2013 with its iPlayer digital VOD service and sixth the year before. The public broadcaster also dropped in another brand survey released within the past year.
Sony ranks 18th after last year having its Sony brand in the 17th spot followed by Sony Music Entertainment. Luxury fashion brand Stella McCartney re-entered the list in the 20th spot, which Spotify had taken last year before dropping out this year.
CoolBrands surveys 2,000 consumers and a panel of 37 “key influencers” to draw up its list.
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“It was refreshing to see unique and original brands such as Instagram and Netflix join the top 20,” a spokesman said. “Both have had an impact on the market, shaking up the status quo and forcing rivals to up the ante.”
He added: “Apple, however, continues to dominate the listing and remains untouchable for now.”
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