Luxury brands have regained their cool factor as signs of a healthier economy have boosted their appeal, but technology companies are losing their shine, according to a new brand survey.
The annual CoolBrands survey of the top 20 coolest brands, showed a swing in favor of luxury good companies with the likes of Rolex and Prada joining the list after an absence last year.
Apple topped the list for the second year running as die-hard fans queued outside stores across Europe and Asia for the new iPhone models, despite criticism the devices lacked a "wow" factor.
(Read more: Android KitKat software revealed by Google, Nestle)
"The big trend has been the shift from everyday brands to luxury brands. That might be to do with the fact that the economy is getting a little bit healthier or indeed because those brands, like Prada have had a better year," Stephen Cheliotis, chairman of the CoolBrands Council told CNBC.