The world's 'coolest brands' have been revealed

Nike is in fifth place...

The world's 'coolest brands' have been revealed

Tony Marshall / EMPICS Sport

A UK study has named Apple the 'coolest brand in the world' for the fifth year in a row.

The index - which is based on perceptions of authenticity, desirability, innovation and originality - has put the iPhone 7-maker on the top of the pile.

Tech brands are a hit with consumers, as newer companies including Netflix, Spotify, Instagram and YouTube all make the top 10 - as well as Playstation.

The almost annual summer bash at Worthy Farm is a hit, as Glastonbury festival comes in second place.

Stephen Cheliotis, chairman of the CoolBrands Council said, "While Apple is still perceived by influencers and the public alike to be the UK’s coolest brand, a concerted wave of fast-growing, entrepreneurial businesses are building momentum to seriously challenge its position."


"Disruptive brands like Netflix, Spotify, Instagram, Airbnb and GoPro continue to boost their credentials, consolidating their positions by either moving further up the Top 20 or entering for the first time. These rising stars have hit a sweet spot, retaining a positive reputation with influencers, while building their awareness and lustre among consumers," he continued.

GoPro is the highest-ranking British brand.

The index is based on the responses of 2,500 members of the British public, and 36 'influencers.'