| July 9, 2010 at 11:50 am
These days what is sold is brand name, the emotional values than the functional values of goods and services. Apple Inc is a brilliant brand name in that when Apple is recalled it is the king of fruits apple that is remembered. Apple captures its customers through the popular fruit name, Apple.
Many companies try had to improve their products and services without due consideration to corporate branding although the quality of goods and services are factors to build image. But product or service branding is more than quality. It requires attraction and buying of emotional values where the values are endurable serving for centuries or more (e.g. we value our customers, we are trustworthy, etc) and it should also bring about a better world to mankind. It seems that Apple Inc has met these values and built a high brand image!
Another factor for Apple Inc. as high brand name is that it is short ‘Apple’ and anyone can easily recall it. Even Apple’s product model names are very short that one can remember it very easily; iPhone, iPod, etc. I witness that Apple Inc. as a company and Apple Inc’s brand manager as a person are brilliant!