to a study by independent brand research firm Superbrands, Aston Martin is absolutely
questioned over than 2,000 consumers to come up with its list of UK''s coolest
brands, which saw Apple''s iPod in second place, followed by video website YouTube
in the third, and Danish hi-fi firm Bang and Olufsen in fourth place.
Apple secured three slots for its products in the top 20 list - the second with
the iPod, the seventh by Apple, and the 19th by iTunes.
to Stephen Cheliotis, chairman of the Coolbrands Council, the top 20 reflects
contemporary changing needs, wants and interests. He said Coolbrands are two,
pretty distinct, subcategories, the first comprising brands that became "cool"
by virtue of their necessity or prevalence in an individual''s life, such as online
companies Google and Amazon, and the second made up of a list of things people
really want, but know they''ll most likely never get, such as a Rolex or a Ferrari.
clear winner of the coolest title, Aston Martin, is back in British hands, where
it is thought to rightfully belong, with its sale to a UK consortium led by racing
mogul David Richards and a pair of Kuwaiti companies, who bought it from US auto
giant Ford for £479 million. (See: Ford
to sell Aston Martin stake for $848 million: report)
Martin was founded in the UK in 1913 by Lionel Martin and Robert Bamford. In 1975
it passed in to American hands, before Ford acquired a 75-per cent stake in it
in 1987. In 1994, Ford took full control of the company.
Martin is based in Gaydon, Warwickshire. Its current line up includes models such
as the Vantage and DB9. The company is showcasing its new flagship, the DBS, at
the Frankfurt motor show.
car is part of legendary James Bond films. The first Bond movie to feature an
Aston Martin was Goldfinger, in 1964.
SUPERBRANDS TOP 20|
survey shows the following as the top 20 brands:|
& Olufsen |
& Black''s |
also see : Other
reports on Advertising/Branding