Apple's designs are considered to be as "cool" as David Beckham and The Simpsons among UK 18-30 year-olds, according to a new study.

International market-research outfit NFO World Group discovered that Apple's name is as much part of the national consciousness as David and Victoria Beckham, The Simpsons and Kylie Minogue.

The report shows that Apple tops most people's design lists, followed by Volkswagen, Bang & Olufsen, Mercedes-Benz and British Airways' London Eye. Apple is the only computer company recognised as "cool" by any of the 292 respondents,.

Other brands singled out for praise include fashion labels Diesel and DKNY, and Haagen-Daz ice cream.

A spokesman for Superbrands – the company that commissioned the study – said: “The concept of cool is difficult to define, because it can be so subjective. But it's about possessing an indescribable magic that gives a product or person a certain edge.”

Superbrands chairman Marcel Knobil added: “The nature of cool is a fickle thing but it fascinates us all. It's difficult to manage people’s perception of cool but it can make the difference between success or failure for many brands, people and places.”