Apple Inc is widely successful at building brand loyalty in Apple products. It all started back in 1976, when the first Apple I came to market. Shortly after that, Apple developed a fan following that is still with them today. Some of these fans are forever devoted to Apple and must get their hands on the new versions of the iPad, iPhone or Apple TV, whatever the cost. So how does Apple Inc evoke brand loyalty in their products, especially with many of their products priced higher than their competitors? Why do shoppers wait in long lines or camp out overnight in freezing temperatures to get the new iPad?
This answer is that it’s a part of a well-thought out plan to not only deliver modern quality-driven Apple products, but to achieve a “buy-in” to the Apple culture. Apple’s products are meant to compliment each other, which encourages consumers to purchase another product in the brand. Take for example the iPod Apple product. A consumer purchases an iPod, but then downloads music from iTunes. Having the user use the same brand for both hardware and software needs tends to increase consumer brand loyalty.
Another point of contention is that Apple is considered a “hip” brand. Take for instance their “I’m a Mac” campaign. The Mac “guy” was confident and polished, whereas the PC “guy” was outdated and worn. While it’s true that the price of the Mac may be out of financial means for many consumers, they can more easily afford the less inexpensive iPod or even the iPad. With this lower price point, it gives Apple a chance to introduce Apple products to a new user in hopes that he will to develop an Apple brand loyalty, only to purchase more Apple products.
Apple has also been smart in selling their products through the educational network. Students get an early exposure to Apple products, become comfortable with product interface, and come to know the quality of Apple’s goods — which hopefully hooks them on Apple products for their lifetime. Apple is consistently coming out with new innovations to keep their products interesting, while also keeping up with the demands of modern technology. The bottom line: Apple delivers outstanding products consistently that receive high consumer ratings, causing consumers to keep coming back for more.
