Take a bite into the Psychology behind Apple's Brand Success

Let’s look at why Apple has been a front runner in the technology industry since the late 70’s. To understand the impact of the Apple brand, we first need to understand why people buy, which leads us to the area of brand psychology.?Brand psychology is the study of how consumers perceive and relate to different brands. It analyses the emotions and associations that a brand evokes in its audience, and how those feelings influence their behaviour towards the brand. In my master’s degree study around political communication, it was clear after much research that people seldom by rationally, in fact, in the political environment, most voters have little idea what policies are in play. This means that there is much more going on than rational thought. It becomes an emotional connection between personalities, values, feelings, and emotions.

One brand that has captured the general public’s heart is Apple. One of the great examples of brand positioning was Apple’s ‘think different’ campaign from 1984. This campaign executed brilliantly the strategy of being ‘the opposite’. This automatically provided a platform for people who wanted to fight the mainstream and do things their way. Apple became the symbol for freedom of expression and non-conformity. The Apple brand is much more than just a cute symbol; it portrays a range of values that align with the brand's identity and resonates with its audience.

A value that the Apple brand represents is freshness and innovation. Apple is known for constantly pushing the boundaries and introducing new technologies that change the way we live and work. The company's focus on innovation is evident in its products, such as the iPhone, which has revolutionised the way we communicate and access information.

In a Tidbits article from last year it was stated that “With Apple, the impression you’re left with matches the experience of the product. Anyone who has received a new iPod will tell you of the beauty of the packaging, its simplicity and attention to detail tying in with the product itself (TidBITS, 2002).”

The Apple brand's symbol, a bitten apple, is also a clear point of difference from its competitors. The symbol is unique and instantly recognisable, making it an effective tool for branding and marketing. From a subconscious level it ?also represent taking a bite out of life, or disrupting a perfecting shape with innovation.

In conclusion, the Apple brand identity is much more than just a logo. It portrays market values such as freshness, innovation, creativity, and difference, which align with the brand's identity and also resonates with its target audiences. The symbol itself is also unique, easily recognisable, and serves as a clear point of difference from competitors.

References

TidBITS. (2002).?The Branding of Apple: Apple’s Intangible Asset. [online] Available at: https://tidbits.com/2002/08/26/the-branding-of-apple-apples-intangible-asset/ .?