|You are in: Business|
Thursday, 15 August, 2002, 17:28 GMT 18:28 UK
Ducati voted Britain's coolest brand
If you are sitting at your Apple computer wearing an Alexander McQueen number and sipping an Asahi beer, you could well be the epitome of "cool".
Those three brands are among 52 identified as the coolest names in Britain.
The catalogue of brands was drawn up by a panel of experts from advertising and marketing, along with television presenter Dermot O'Leary and DJ Carl Cox.
They decided the coolest brand of all was the Italian motorcycle manufacturer Ducati.
Passion and performance
Marcel Knobil, chairman of the brand specialists Superbrand that organised the survey, explained why Ducati had made it to the number one spot.
"They are based on something that is authentic and real and don't need to use lots of advertising to get their message across.
"Their image is built on passion and performance and those who buy their product also buy into this dream," he said.
Fashion designer Alexander McQueen took the number two spot.
The judges decided he was cool because he produced high quality clothes but "lived by his own rules".
The electrical brand Bang & Olufsen was third coolest brand, followed by the luxury lingerie label Agent Provocateur and the Tate Gallery.
Mr Knobil said the difficulty for companies trying to appear cool was defining its meaning.
"That is the magic of it, it is undefinable.
"If you look at cool brands they share a fusion of vision and originality," he said.
The full list
Outside the top five, these were the coolest brands chosen by the panel:
Which brands do you think are missing from the list?
This debate has now closed, read a selection of your comments below.
What an odd collection of "cool" brands they chose! Most of them are what I view as trashy and downmarket. For clothes, I'd have to add Burberry, and Thomas Pink shirts. Airline: Cathay Pacific [but only Club class]. Automobiles: Bentley and Jaguar. Audio: Linn, Quad and Mission. Though I do agree on Ducati!
What advertising and marketing people find cool is a generally a good guide as to what's uncool.
They are soooo far behind the times! Oakley's are over and Beetles have been bettered. Cool is constantly revolving and unfortunately the panel is obviously two steps behind.
Fifa World Cup, let's face it what else makes the whole country come to a standstill?
I think Trabant should be on that list.
The Stella Artois beer chiller
Sony, Cartier, Roland
"Camera manufacturer Olympus" - how is that cool?
I can't believe that the experts on cool innovative hardware, Sony, are not on this list!
Where are the names like Oxfam and Fair Trade. Easily the coolest names around!
As an Anglo-Finn, I am very surprised not to see TVR or Nokia on the list - of course I have one of each, but cool really is subjective! PS I agree about Apple, but Top Shop?!
The irony is, these brands are likely to become less cool as a result of this poll - the ridiculously trendy types aren't going to want to be seen patronising brands that everyone else thinks of as cool...
Audi, who make the most stylish and beautifully made cars that most people can afford (e.g. the TT and new A4 cabriolet). Sony, who make the best and coolest TVs, and of course the PS2.
Ducati is a popular and well known brand, but surely based upon the criteria used (..."They are based on something that is authentic and real and don't need to use lots of advertising to get their message across"...), "Harley Davidson" beat them hands-down. How many other companies are revered so much that people routinely get their brand tattooed on their arms?
The new Mini. The icon reinvented. Everyone loves it....even Madonna has got one!
Sony's PS2 should be on the list as should Bassett wine gums, Black Rock Hens, Thornton's ice-cream and Rover Metros
Coolest brand? Ben Sherman!
Missing: sport shoes: PUMA
Heinz tomato ketchup
Lexus cars and Rockport shoes I feel are missing. These two are discreetly desirable and they can both be used without making an elitist statement yet provide a quality feel good factor for the user.
I think Smeg Fridges should be up there, very cool indeed.
Dolby Digital 5.1 surround sound is cool!
Euro, coolest currency around
The Gibson Les Paul....every rock and roll guitarist's favoured axe (apart from mine!).
Foster-Lindburgh bar fridges, Triumph motorbikes (Steve McQueen said so!), Sony, and the Lowry.
And here I am viewing this with my Apple Mac G4, so I feel fairly cool, but I am eating Ben & Jerry's ice cream, not Haagen Dazs, so that probably balances my coolness out.
Clothes: Boxfresh and Hennes. Shoes: Swear and Acupuncture. Gadgets: Samsung phones and laptops. Cars: TVRs and Jags. Appliances: Smeg, Smeg, Smeg, very cool. Restaurants: Nobu.
The Lotus Elise as long as you've got the roof off.
I think Dr Pepper is cool.
Omega Seamaster Chronometer Watch!
Jelly babies and Dr Who are the coolest things in the universe
Where is Dyson?
13 Aug 02 | Science/Nature
13 Aug 02 | UK
06 Aug 02 | UK
The BBC is not responsible for the content of external internet sites
Top Business stories now:
Links to more Business stories are at the foot of the page.
|E-mail this story to a friend|
Links to more Business stories
To BBC Sport>> | To BBC Weather>> | To BBC World Service>>
© MMIII | News Sources | Privacy