1

Brand
Resonance
Loyalty
Engagement
Community
Considering the high level of Attachment The customers enjoy the
brand equity that apple enjoys following benefits due to the
it has the following benefits: Reason Feeling: brand’s equity:
Judgement:
Superior Products Social Status
• Ability to charge a premium Unique OS Simple & Colorful • Status Symbol
Innovative
• Foray into new markets & Consistent
Quality Enthusiasm • Quality of products
categories with little to no • Security and exclusivity
challenges Meaning
Performance: Imagery:
Quality Machines Distinct Logo & Design
• Innovate High Standard Status Symbol
• Strategize competitive Premium Price and Specs Corporate User Image

strategies
Brand Salience
Top of the mind brand for music, laptops and innovative
products at the point of purchase
Meeds the performance needs of the customer

2
 Picture of
Sender

Physique:
Personality:
Think Different,
Cool, Simple,
Logo, GUI,
Innovative, Exciting
Microcomputer

Relationship: Culture:
Friendliness, Change leader,
Externalization Emotional, Heartfelt Customer Enablement, Internalization
Connection Free Culture

Self-Image:
Reflection:
Young Brand, Fun,
Self Enhancement,
Making Customers
Connected
Special, Free Thinking

Picture of
Receiver
 Sincerity Excitement Competence Sophistication Ruggedness
Down to Daring Reliable Upper class Outdoorsy
earth

Honest Spirited Intelligent Charming Tough

Wholesome Imaginative Successful

Cheerful Up-to-date