Apple's iPhone is no longer the most desired object among experts and UK consumers, an annual survey has revealed.
CoolBrands, billed as the definitive annual survey of the coolest brands in the UK, is published each September since 2001.
While Aston Martin took top spot this year, Apple still scored exceptionally well, with three listings in the Top 20.
"Traditional favourites continue to challenge new, cutting edge brands, which is reflected perfectly by the return of Aston Martin as the coolest brand despite close attention from iPhone," said Stephen Cheliotis, the chairman of the CoolBrands Council.
"Aston Martin combines three key elements, power, beauty and soul. Its sleek, polished and sexy cars ensure the brand continues to dominate the list of the nation’s coolest brands, as judged by experts and consumers alike."
The survey claims to canvas the opinions of both experts and consumers to produce a list of the nation's coolest brands, people and places.
CoolBrands insists brands do not apply to be considered, while the independent selection process narrows down a potential list of over 10,000 brands to 500 brands.
The Top 20 CoolBrands
1. Aston Martin
5. Bang & Olufsen
7. Nintendo Wii
10. Dom Perignon
11. BBC iPlayer
12. Vivienne Westwood
14. Tate Modern
19. Alexander McQueen
20. Jimmy Choo
The CoolBrands 2010/2011 edition is also available as a £45 hardback book.