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Mercedes makes 2012 CoolBrands list

Mercedes Benz Cool brandMercedes-Benz has made it onto the coveted top 20 list of the annual world's coolest brands, ranking 16th out of more than 10,000 independently identified brands.

Coordinated by the Centre for Brand Analysis, the CoolBrands list is voted for by 3,000 British consumers and a panel of 39 key influencers and is hotly contested by thousands of new and emerging brands.

From the initial 10,000, a shortlist of 1,200 brands were ranked for innovation, originality, style, authenticity, desirability and uniqueness, with each attributes classed by the organisers that play a major part in a brand being cool.

Mercedes-Benz was the second highest-ranked automotive brand after Aston Martin, and Rob Halloway, communications director at the German manufacturer, said the launch of new models have likely contributed to its ranking.

These include the new A-Class and the upcoming CLS Shooting Brake, he noted, which appeal to different needs, varying budgets and individual preferences.

"We're backing up everything we're doing with great products, great people, excellent support of key events, new ways of communicating these cars to new and existing customers - and we're going to do it in some style," he added.


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