Apple's Brand

As much I'd love to criticize Apple about some aspects of my iPad, I still have to admit that Apple has a large number of customers that have been loyal to the brand years by years. Undeniably, Apple has created a brand image so strong that no one can be able to resist.

As the years go by, Apple marketing strategies have been successful in creating emotional connection with its customers. Unlike other brands that only promise customers high-quality products, Apple offers its customer brand personality associated with its products: “lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology”. Using Apple products is regarded as a symbol of “coolness” in society nowadays. And people are drawn to being cool, being stylish and being modern. Therefore, in people’ minds, Apple embodies all of the personalities people dream themselves to have. By taking advantage of that, Apple has constantly improved its brand image to attract more customers’ attention and interest in the brand.

Besides bringing to customers high-innovative iPhones, iPods, iPads, Mac, etc., Apple is also concentrated on developing its applications and utilities to satisfy every customer. Siri, iCloud are the newest development in technology of Apple and have been highly valued from the day they appeared on Apple devices. Specifically, Siri represents speech interactivity - a personal assistant provided by Apple to its customers. This development enables them to speak to theirs Apple’s devices to give orders, a rather convenient way to get the job done in a couple of minutes. While Siri has been a big success, Apple is also introducing iClouds, which is used for sharing contents across customers’ Apple devices. The brand experience has been heightened like never before. Customers are now more and more eager to purchase Apple devices to experience the new technological advances every day.

Personally, I have been a long-time customer of the brand. Even though I hate some limitations coming from using Apple's products, I still only think of purchasing its devices when looking for mp3 players and tablets. With 8 years of purchasing its products and suggesting them to acquaintances and relatives, I, myself, do make a good case of Apple's loyal customer.

(Source: http://www.marketingminds.com.au/branding/apple_branding_strategy.html)