People Innovation Excellence

Apple, Fruit or…? (Part 3 – Brand Association)

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

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

Brand associations are key to forming attitudes, opinions, and beliefs with customers.  Associations form the basis of brand identity and brand image, they can be both positive and negative.  The identity is the strategy of the brand.

If I mentioned “Apple” what is in your mind? According to writers’ small research, many people describe Apple’s brand as exclusivity, luxurious and simple, this is the association that made by Apple and the customers of Apple are believing it. This positioning are made by Apple not in a blink of the eye, but it takes years to build this positioning on the people’s mind.


Small example lies on how Apple made some changes on their logo year by year, start with a man sitting under the tree, change into bitten colorful apple and the newest is bitten silver apple, from the logo people might realize that apple try to change the positioning on the mind of their customers, and with a timeless trial and error Apple had succeed to change people’s mind and associate their product as exclusive, luxurious yet simple product. After all these elements applied what next? is it stop right here?


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

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