As branding authority SuperBrands unveils its latest annual 'Cool Brandleaders' book this week, it has named the above four brands, along with art college Goldsmiths, as the UK's coolest, with Selfridges taking top honours.
A total of 63 brands were included in the book, taken from a shortlist of 1,300 drawn up from a survey of 3,000 readers of the Urban Life section of Metro newspaper.
To celebrate the launch of the book, SuperBrands teamed with the Urban Life research panel and undertook its largest survey to date to find a blueprint for leading the "ultimate cool lifestyle".
Diesel topped the fashion category with 36% of votes; Stella Artois topped the drinks category with 19% of votes; followed closely by Stolichnaya vodka at 18%.
Bose topped the technology category claiming 28% of votes, while the BA London Eye was coolest venue with 31% of votes.
Audi topped the motors category with 43% of votes, followed closely being by Vespa at 36%. Virgin Atlantic and Trailfinders rated highly in the travel sector, with 51% and 40% of votes respectively.
Johnny Depp won coolest celebrity, with Jordan gaining the top Z-list celebrity award. Quentin Tarantino was voted coolest movie director, with The Streets gaining top music artists for their latest album 'A Grand Don't Come for Free'.
New York was voted coolest city with 46% of votes, followed closely being with London at 38% and Barcelona with 32%.
Half of the panel said word of mouth is how you become aware of a cool brand, with 42% saying that they discovered the brands for themselves. Advertising or promotions was cited by 39% of the panel, whereas 36% claimed press coverage made them aware of brands.
Judges from the Cool Brandleaders council included: fashion designer Matthew Williamson; managing director of Naked Communications Tracey Darwin; creative director of Wallpaper Tony Chambers; and editor-in-chief of Dazed & Confused Nikki Bidder.
Stephen Cheliotis, chairman of the Cool Brandleaders council, said: "While cool is very subjective, we have gained a great snapshot of who, what and where has the X factor right now.
"According to the urbanites, the five rules of cool are to be stylish, innovative, original, authentic and unique -- which is no easy task, so all the winners deserve their moment of glory."
The Urban Life panel was made up of urbanites aged between 18 and 44 in full-time work and predominantly social grade ABC1. Brands were ranked by category.
COOL FASHION
Diesel 36%
Agent Provocateur 24%
Chanel 15%
Puma 8%
Topshop 7%
COOL DRINKS
Stella Artois 19%
Stolichnaya vodka 18%
Guinness 17%
Budweiser Budvar 15%
Innocent Smoothies 15%
COOL TECHNOLOGY
Bose 28%
Nokia 22%
Denon 12%
Sony Ericsson 11%
Blackberry 9%
COOL VENUES
BA London Eye 31%
Selfridges 19%
Somerset House 15%
Design Museum 11%
Malmaison hotels 11%
COOL MOTORS
Audi 43%
Vespa scooters 36%
Saab 11%
Land Rover 10%
COOL TRAVEL
Virgin Atlantic 51%
Trailfinders 40%
A-LIST CELEBRITIES TOP 5
Johnny Depp
Brad Pitt
Keira Knightly
Jude Law
David Beckham
Z-LIST CELEBRITIES
Jordan
Victoria Beckham
David Beckham
Jodie Marsh
Peter Andre
COOLEST MUSIC ARTISTS
The Streets: A Grand Don't Come for Free
Damien Rice: Cannonball
Lenny Kravitz: Baptism
Usher: Confessions
Joss Stone: Mind, Body and Soul
COOLEST MOVIE DIRECTORS
Quentin Tarantino: Kill Bill
Peter Jackson: Lord of the Rings
Sofia Coppola
Michael Moore: Fahrenheit 9/11
Pedro Almodovar: Bad Education
COOLEST AUTHOR
JK Rowling: Harry Potter
Dan Brown: The Da Vinci Code
Phillip Pullman: His Dark Materials
Christopher Brookmyre: Be My Enemy
Michael Moore: Stupid White Men
COOLEST BUSINESS PERSON
Richard Branson: Virgin
Stelios Haji Loannou: EasyJet
Phillip Green: Retailer
Roman Abramovich: Chelsea FC
Steve Jobs: Apple
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