Apple is known for its strong brand equity built on delivering high quality, user friendly products that provide status and pride to customers. Its brand pyramid is built on customer loyalty, attachment to the brand community, and engagement. Apple focuses on selling an overall lifestyle and experience with its products rather than just the products themselves. While customers are fiercely loyal to the brand, some criticize Apple's products as being too expensive given their quality and the costs of repairs. The brand's strategy involves centralized marketing, Apple-exclusive stores, media attention, education sales, varied products, and constant innovation to drive resonance with customers.

1. By;
Bachu Vinay Chaithanya
Customer Based Brand Equity (CBBE) of APPLE

2. 2.2
Customer-Based Brand Equity Pyramid
(APPLE)
RESONANCE
SALIENCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?

3. Sub-Dimensions of CBBE Pyramid
LOYALTY
ATTACHMENT
COMMUNITY
ENGAGEMENT
QUALITY
CREDIBILITY
CONSIDERATION
SUPERIORITY
WARMTH
FUN
EXCITEMENT
SECURITY
SOCIAL APPROVAL
SELF-RESPECT
CATEGORY IDENTIFICATION
NEEDS SATISFIED
PRIMARY CHARACTERISTICS &
SECONDARY FEATURES
PRODUCT RELIABILITY,
DURABILITY & SERVICEABILITY
SERVICE EFFECTIVENESS,
EFFICIENCY & EMPATHY
STYLE AND DESIGN
PRICE
USER PROFILES
PURCHASE & USAGE
SITUATIONS
PERSONALITY &
VALUES
HISTORY, HERITAGE
& EXPERIENCES

5. SALIENCE
(CATEGORY IDENTIFICATION
NEEDS SATISFIED)
Industry : Consumer Electronics
Products: iPhone, iPad, iPod, iMac
Founder : Steve Jobs, Steve Wozniak, Ronald Wayne
Apple isn’t selling you an Product. They are selling you an experience with the products.
For Example, They are inviting you to experience the Apple lifestyle and to become part of the iPod
community. Use any other MP3 player and you’ll hear good music. Use an iPod and you’ll feel good. You’ll fit
in.
Product features don’t create fans. The focus on what people do and show how they feel using Apple’s stuff.
APPLE – THINK DIFFERENT

6. Performance Imagery
• Greater Support for Multi Tasking
• User Friendly
• Speed Performance
• Unique Operating System
• Serviceability
• Long Lasting
• Social Status
• High End Products
• Brand Loyalty
• High Quality
• Cutting Edge Technology
• Exclusivity
• Negative image due to Foxconn Scandal
• Steve Jobs as face of the brand

7. Judgements Feelings
• High Quality (Precision & Engineering)
• Quality at the premium price
• High Service costs
• Product Centric rather than customer
centric
• Intense Active Loyalty
• Possessing a premium product
• Customer Satisfaction
• Feeling Proud, Comfortable, Satisfied
• Accessories are highly priced
Apple is a great brand and customers adore it but then the price always comes into
picture. The price is there to differentiate it from others but that also prevents it from
being more accessible.

8. LOYALTY
ATTACHMENT
COMMUNITY
ENGAGEMENT
Apple has brand loyalty that most companies can only dream of.
Apple isn’t the first company to release a product, but it can
certainly lay claim to being the first company to release a
successful version of that product.
Whenever Apple has problems with its products, its customers are
incredibly forgiving and patient.
Customer Engagement Model:
• Creating a channel for customer experience
• Designing An Environment For Customers To “Hang Out”
• Minimizing Customer Service Problems With Tight Quality
Control
• View Customer Management as a Long Term Investment
RESONANCE

10. The Apple Brand Strategy
• Centralised marketing team
• A store just for apple
• Media fodder
• Education sales
• Varied products
• New innovations and attractiveness