A recent survey by CoolBrands revealed that Apple’s iPhone is now more desirable than an Aston Martin! A closer look at the list tells the bigger story about Apple’s brand, they took 3 spots out of the top 5! Apples dominance is unsurprising – consumers are way too happy to queue for the latest gadget. What is surprising however is another survey by SuperBrands (same company as CoolBrands) which reveals that Microsoft are the top super brand, whilst Apple are down in 9th. But with cloud computing and applications on-line maybe we’ll see MacBooks on the list next year further boosting Apple’s position.

Whichever way you look at it Apple’s brand is their most prized asset, which proves that getting your brand right has to be a leading priority.