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Apple loses 'coolest brand' title to Aston Martin

iPhone and iPod hold second and third places in cool list

Apple's iPhone has been ousted as the coolest brand by Aston Martin.

Last year, the iPhone knocked Aston Martin off the top spot. However, the luxury car manufacturer, a favourite with fictional spy James Bond, has reclaimed the number one position.

According to this year's CoolBrands survey, which is compiled by the Center for Brand Analysis, the iPod retained its position as the third coolest brand, while rival smartphone BlackBerry and audio equipment manufacturer Bang & Olufsen were named fourth and fifth respectively.

The iPhone is no longer the UK's 'Coolest brand'

The remainder of the top 10 included Google, Nintendo's Wii console and champagne brand Dom Perignon.

The survey is based upon opinions of marketing experts, business professionals and consumers. According to Center for Brand Analysis it takes into account factors including style, innovation and desirability.

See also: 8 reasons Apple is the world's best tech firm


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