Apple in my opinion is a truly unique brand. Every face of the business conveys the brands values of smoothness, quality, innovation and beautiful design. This ranges from its advertisements, products, product packaging, website design, store layouts and promotional campaigns. The brand globally has brought warmth and passion to people who are incurious to technical products. This is due to the brands emotional connection with its customers, in which it establishes a deep, long lasting relationship. Apple achieves this emotional bond with its customers by projecting a humanistic corporate culture. Its founding ethos was power to the people through technology, and it remains committed to computers in education. The company has created a connection between the customer and brand which seems almost ‘heartfelt’. By purchasing Apple products customers feel as if they are becoming part of the brand. This creates a loyalty and trust between the brand and the customer that is very much more than a business relationship. Having created a unique verbal and visual language and a human like connection with its customers this is why I feel Apple is a great and successful brand.
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