Aston Martin chosen UK’s ‘coolest brand’

Aston Martin has again won the award for “coolest brand” in the United Kingdom, beating such storied nameplates as Ferrari and Lamborghini. The annual CoolBrands list of top 20 best brands, put together by branding consultancy Superbrands, is the result of polling among industry experts and 2,500 members of the public. For the third time, the number one brand was Aston Martin, maker of the DB9, Vanquish and DBS super car driven by movie icon James Bond.Aston was followed by a number of technology brands, with iPhone and Apple taking the No. 2 and 3 spots respectively.

Advertising experts said it showed how highly rated Aston Martin has remained for the public who aspire to own one of the cars.The Scotsman newspaper reported that people were asked to rate brands according to six categories – how stylish, innovative, original, authentic, desirable and unique they were. Public opinion only counted for 30 per cent of the final vote, with the experts’ views making up the rest.Pam Scobbie, associate director of PR firm Burt Greener Communications in Glasgow, told the Scotsman that Aston Martin was a classic brand, but the company had put a great deal of effort into continuing to appear relevant and modern, including product placement in the Bond films.

“It’s very aspirational,” she said. “Increasingly, people have aspired to own things and now feel that is achievable. There’s not the big divide between what celebrities own and what consumers can get.”Cool Brands council chairman Stephen Cheliotis told the paper: “There’s no doubt James Bond is one of the UK’s most recognizable icons and the recent update has seen 007 come back cooler than ever before.”Dr Ulrich Bez, chief executive of Aston Martin, added: “Aston Martin is a cool brand because it has cool cars and cool people and a hot soul. In the end, they are a piece of art.”

Source:canada.com

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