People Innovation Excellence

Apple, Fruit or…? (Part 2 – Brand Perceived Quality)

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

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

If we talk about quality of a brand, than Apple has become one of the most brand that have the finest quality compare with other competitors on their product category, nowadays the quality of Apple is number 1 in the world according to their users.

Brand’s Perceived Quality – Customer quality perceptions extend to all aspects of your brand through brand contacts.  Brand contacts are any point where the customer will encounter your brand.  For individuals engaging in online personal branding this may be LinkedIn, Twitter, Tumblr, Facebook, Scribd, or any other forum.  Customers judge quality as a total brand experience.

The quality of Apple is not only come from their product but also come from their service, many people or consumers perceive that the quality only lies on the product, but it actually beyond that, the supporting area or marketers usually said as augmented product has become another part from the quality of a product more of it to measure the quality of a brand.


Apple provides the best quality of product both for tangible and intangible aspect, for example the intangible aspect is the warranty, guarantee, service center and other facilities that provided by Apple is always the best on the eye of the customers. From this brand equity element that Apple has, Apple can prove as a one of well known brand in the world. Beside this what other elements that make apple succeed?


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

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