Apple: My go-to Brand (Week 10)

When someone asks you to think about brands, your thoughts are immediately filled with words, designs, images and slogans tied to a particular company.  All of these components help to differentiate the company from its competitors.  However, just because consumers recognize a brand does not mean that they will show loyalty to it or spend their money with the company.

Brand Equity
Brand equity, as defined by Marian Wood, is the extra value customers perceive that enhances their long-term loyalty to the brand.  In the pyramid below, Kevin Keller shows the process for a company to move a consumer from recognition to relationship with the brand.

For a company to truly have brand equity with a customer, it must move the customer from just being able to identify the brand to having a relationship with it.  At the top of the pyramid a brand resonates with a customer.  It is at this point that a customer will build loyalty towards the brand and continue in an ongoing relationship with it.

Apple

For me, Apple is a brand in which I have gone through the above pyramid and have ultimately come to the point of resonance.  Over the years, I have moved through each of the four categories above in my own unique way.

Identity (Salience)

I first became aware of Apple when I took a photography class in high school.  It was in the class where I first saw Apple's iMac.  At this point, I had never used the computer or had any personal feelings about the products.  However, I did immediately recognize the distinct design and logo.  

Meaning (Performance and Imagery)

I didn't think much of the brand at the time, but over the next few years I continued to encounter MacBooks and other Apple products in collage.  It was around this time that I made my first Apple purchase, the iPod.  My experience with the iPod was extremely positive.  The performance, reliability, and durability of the product was beyond my expectations.  In addition to the performance factors of the product, I was surprised at the social response to my ownership of the product.  Conversations around the iPod were either with current owners of the product or people interested in becoming an owner.  This was the first time where I started to experience the societal interaction with the product.

Response (Judgments and Feelings)

My response to the above performance and imagery resulted in the purchase of several more Apple products.  I continued to buy Apple because of the consistent quality, trust in their ability to innovate, and competitive advantage in performance in the market.  I had not had a bad experience with the product.

My personal Apple iTourage

Relationship (Resonance)

My transition from response to relationship was quite quick.  Today, I don't even do a whole lot of research on an Apple product before I purchase it.  I trust that they will only put out excellent products that exceed my expectations.  In addition to my personal loyalty, I will happily spread the Apple brand name to prospective customers of their products.

Although the example above is my personal tale, each and every customer will go through their own unique experiences in the process.  Successful companies will ensure that their marking and communication efforts help move customers through the above process to ultimately achieve brand equity with them.