Apple, Google rule cool brands

Apple has three products in the top 20, while Google and its YouTube subsidiary both appear in the top five.

The list, compiled by the Superbrands organisation, is topped by sports car Aston Martin, whose profile has been boosted by the success of the James Bond movie Casino Royale.

Internet brands account for 25 per cent of the list. In addition to Google and YouTube, eBay appears in 13th position, iTunes is at 19th and Amazon is at 20th.

PlayStation and Ninetendo both appear in the top 10 - significantly Sony, which manufactures the PlayStation games console, is not in the list.

As well as Aston Martin, two other high-performance car companies, Ferrari (11th) and Lanborghini (17th), also feature.

In contrast to the list's predominantly high-tech, aspirational products, organic chocolate makers Green & Black's feature at number 18.

"There seems to be a real divergence between aspiration and practicality (in the list)," said Stephen Cheliotis of the CoolBrands Council. "Which goes to show how the needs and desires of consumers are developing."

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