Who's cool? Ask Mr Beckham

It is elusive and fickle but, in marketing terms, it is gold-dust. Being termed cool has long been coveted by companies and celebrities.

But it is a precarious pedestal and just a short fall to the 'cold' depths. Just ask Victoria Beckham.

One would expect a frosty atmosphere at the Beckham family home after David was named the coolest celeb in a new survey - while wife Victoria was judged to have gone tepid.

Diesel and DKNY were found to be distinctly cutting edge, sharing the coolest fashion and beauty brand title.

Other companies featured in the Superbrands survey ranged from stereo specialist Bang & Olufsen to ice cream supremo H?agen-Dazs.

Nearly 300 18- to 30-year-olds were interviewed, basing choices on desirability, taste and style.

'The whole concept of cool is difficult to define because it can be so subjective,' said a spokesman for the Superbrands marketing forum.

'But largely it is about possessing an indescribable magic that gives a product or a person a certain edge.'

Chasing the elusive tag too hard should be avoided, warned John Tylee of Campaign magazine. 'It can come across like a vicar jiving in front of a youth club juke box,' he said.