UKCB05_Headings
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CoolBrands Selection Process 1. Superbrands commissioned independent researchers to draw up an initial list of literally thousands of the UK’s coolest brands. 2. Of this list, 1,200 brands were considered by the independent and voluntary CoolBrands Council. Council members scored each brand between 1 and 10 but were not permitted to rank any brands they had a close personal association with or were in direct competition with. 3. The top 650 brands were passed to YouGov for the consumer vote. The total sample size was 1,725 and was statistically representative of the UK population. 4. The 650 brands were then ranked based on a 70/30 weighting in favour of the council. In accordance with the mandate given by the CoolBrands Council, the top 500 brands were awarded “CoolBrand” status. The 70/30 weighting reflects the definition of a CoolBrand – ‘desirable among many style leaders and influencers’
About YouGov PLC YouGov is a full service market research agency, pioneering the use of the Internet to collect higher-quality in-depth data for market research and public consultation. YouGov is Britain’s most-quoted pollster and demonstrates a superior accuracy, frankness and depth of response for all types of market research and opinion polling. YouGov completes work in the public, government, financial, travel & leisure, technology, automotive and consumer sectors.
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