"CoolBrands" aims to highlight brands, from a wide range of sectors, that are amongst the coolest in Britain today. The publication explores, with text and visuals, how these brands have succeeded in reaching the top and the journey that they have taken to get there. This fifth edition of "CoolBrands", which has been completely redesigned since last year's edition, is part of a pioneering programme that was founded with the aim of paying tribute to the UK's strongest brands. Through identifying these brands and providing their case histories, the Superbrands organisation and its eminent independent panel of judges hopes that people will gain a greater understanding and appreciation of the discipline of branding and a greater admiration for the brands themselves.