This week I would like to discuss about Apple again. Do you think Apple’s products are expensive? personally I think so. One of my friends once said,” everything about Apple is expensive, you can buy a computer that has the same setting of a MacBook at a much cheaper price. Apple is selling its own brand”. Yes, it is. I agree so, but the question now is how Apple manage to do this and why consumers are willing to pay additional fee for the brand.
The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. The Apple brand personality is also about simplicity and the removal of complexity from people’s lives; people-driven product design; and about being a really humanistic company with a heartfelt connection with its customers(http://www.marketingminds.com.au/branding/apple_branding_strategy.html) it means Apple using a value based branding strategy, it tries to perceive what the value of their products mean to their customers, in this way they know how consumers value their products and how to improve their products so as to better fulfill consumers’ needs.
Now Apple’s branding strategy has paid off and it has overtook Microsoft to be the most valuable technology company in the world.