Katie Cotton: Power List 2013

VP, Worldwide Corporate Communications, Apple

The once untouchable Apple is facing heightened competition in the smartphone and tablet arena from Samsung, amid reports of weakening demand.

It has also attracted negative attention over its tax affairs in the US. Despite this, Apple is still the most valuable brand in the world, according to a recent BrandZ survey, which noted customer loyalty for the tech brand remains strong.

As its lead communicator, Katie Cotton has been instrumental in sustaining the brand's strength, while transitioning Apple into an era of greater transparency.

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