People Innovation Excellence

Apple: Fruit or …? (Part 1 – Brand Awareness)

Oleh: Aryo Bismo, SE, MM (Faculty Member of International Marketing)


“Apple”, what is the first taught about this word to you? Is it a fruit or something else? For me personally, Apple is a brand name that represented the most powerful yet luxurious gadget among their category. The name is very powerful that sometimes make people didn’t think twice or even didn’t think at all to bought the product (in terms of quality). What makes Apple so powerful? There are several things that makes apple so powerful the key is lies on how the company built their brand equity.

According to Aaker (1991), brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand-name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well-known names.

There are 4 (four) main elements to build brand equity, the first and it will discuss in this article is brand awareness, the easiest way to explain this element is by looking your surrounding and observe what is the brand that often seen by yourself, after that can you mention the brand that you’ve seen before? If yes, than you’ve already been aware of a brand or several brands, Awareness essentially means that customers know about the existence of the brand and can also recall what category the brand is in. Nowadays, Apple has already succeeded to build their brand awareness among their customers, is it only brand awareness that makes Apple succeed?



– Aaker, David A. (1991), Managing Brand Equity. New York: The Free Press


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