CoolBrands is an unprecedented initiative from the Superbrands organisation to identify and champion many of the leading cool brands in the UK. At its core is the CoolBrands Council consisting of eminent individuals who are well qualified to judge which brands have successfully created a cool reputation at this moment in time.

The programme has been running since 2001 and has grown and developed significantly each year to become a key barometer of the nation’s coolest brands, people and places. It is debated widely in the media and amongst the public and is always much anticipated.

The population of brands is initially considered for inclusion in the short list sent to the Council. The short list is cut down from literally thousands of brands. Council members score each brand based on their opinion of the brand’s strength and cool credentials. These scores are the basis for qualification.

The council had to bear in mind the following definition when ranking the brands: ‘CoolBrands are brands that have become extremely desirable among many leaders and influencers. They have a magic about them signifying that users have an exceptional sense of taste and style'. Fewer than 5% of brands initially considered qualify for the status.

Through identifying these brands, and providing their case histories, the organisation hopes that people will gain a greater appreciation of the discipline of branding and a greater admiration for the brands themselves.

This site provides a comprehensive insight into over 94 of the nation's coolest brands, provides expert opinion on the subject as well as other valuable information including the results of the commissioned research produced by our research partner YouGov.