Institution: CoolBrands research

Apple: I personally love Apple because it's my favourite phone and laptop brand as they make the best there is. The key value they have is prestige as they develop the most sophisticated and luxurious technology and they have a huge market share for example in the phone industry. They appeal to people with a successful lifestyle. Apple is a cool brand because they make the best phones which is available to everyone.
Nike: It's one of my favourite brand because they make very nice shoes and I have a massive interest in them. Nike appeals to athletic people most but they also make fashionable attires for people who aren't so sporty. Nike is cool because they make clothes appealing to everyone so everyone can feel apart of Nike. 

Liberty: I like Liberty because they have their own unique identity. Liberty is a department store on Regent Street, based in the West End shopping district of Central London. The department store sells a wide range of luxury goods including women’s, men’s and children’s fashion. Liberty is cool because they have their own identity and tradition and they stick by it. 

Selfridges: Shopping there gives me a great sense of importance because it's a very highly luxurious department store. Selfridges is a chain of high end department stores in the United Kingdom. It cares a lot about it's brand and wants to stand out, that's the reason for it's bright yellow bags. They appeal to people who love fashion and are wealthy. Mostly successful people.Selfridges is cool because they are a massive department store and they care a lot about their brand and colours.

Alexander McQueen: I like Alexander McQueen because they have love breaking rules, every rule of fashion. They're not afraid of trying new things and releasing collections which might seem bizarre, they see it more as a work of art. Appeals to the higher up and very rich people with successful careers. as they are the only ones who can afford it. Alexander McQueen is cool because they design extraordinary but amazing designs for clothes even though it may not be affordable to many, it still is a wonderful piece of art to look at.