很多品牌大家都很熟悉，包括Apple、Google、Nike、Ferrari、YouTube、Chanel、Rolex、B&O，以至Alexander McQueen和Vivienne Westwood。
大家猜猜以上品牌的排名？那個最高？
順序是Apple、Rolex、B&O、Google、Ferrari、Nike、YouTube，然後才到Alexander McQueen。
但Apple也只是排第二，冠軍是誰？
汽車品牌Aston Martin！
唔順氣？質疑什麼是Cool？當然是很主觀的，網站也附有詳細解釋：
Cool is subjective and personal. Accordingly, voters are not given a definition but are asked to bear in mind the following factors, which research has shown are inherent in a CoolBrand:
1. Style
2. innovation
3. originality
4. Authenticity
5. desirability
6. uniqueness
詳細排名請參閱：http://www.coolbrands.uk.com/files/2011/09/CB-2011-12-Official-Results-My4xr0.pdf
Cool is subjective and personal. Accordingly, voters are not given a definition but are asked to bear in mind the following factors, which research has shown are inherent in a CoolBrand:
1. Style
2. innovation
3. originality
4. Authenticity
5. desirability
6. uniqueness
詳細排名請參閱：http://www.coolbrands.uk.com/files/2011/09/CB-2011-12-Official-Results-My4xr0.pdf
