Apple declared 'coolest' name in tech

Apple has been declared the coolest tech brand in the UK

Apple has claimed two of the top three 'coolest' brands in the UK in a new poll.

A recent ranking by consumer opinion research project CoolBrands placed the company's iPhone brand second overall and the Apple corporate brand third.

Other tech firms scoring in the top 10 included YouTube, which ranked fifth, and Google which ranked sixth. Combined with seventh-ranked Nintendo, technology companies claimed five of the top 10 spots.

Sports car maker Aston Martin retained the top overall spot, aided by the company's placement in the James Bond films. Other top names included stereo vendor Bang and Olufsen, watchmaker Rolex and the Tate Modern art gallery.

"On the one hand we've got established brands making the cool list because of their heritage and status," said CoolBrands committee chairman Stephen Cheliotis.

"But we can also see the most modern and high-tech brands hitting the dizzy heights at the top of the CoolBrands list because they offer an avenue for escapism and fun as evidenced by YouTube or Nintendo.

"There is one unifying key to all of the brands that have consistently innovated, refused to stand still and are at the top of their game."

Earlier this year, a study by research firm brandchannel.com similarly lauded Apple's position in the public eye.

The marketing study proclaimed the company tops in such categories as 'brand you can't live without' and 'brand that inspires you the most'.