“The only thing that’s changed is everything”, says on the front page of one of the most famous smartphone companies. Apple is a company people have either a love or a hate relationship to and it definitely shares opinions. As we know, the world changes almost as fast as a mom changes her baby’s diapers, therefore brands have to be transparent and prepared to, or even be already ahead of everyone else. So what is happening behind Apple’s brand loyalty?
Brand loyalty means the consumers’ psychological commitment to repurchase the brand, whereas behavioural brand loyalty is concerned with the action of repurchase. Nowadays if you see a consumer with Apple’s product he or she probably has other products from Apple because you just can’t mix the products with each other, but why is that? With Apple you are a part of a community where innovators, students and all kinds of consumers come together, or at least they want us to believe it.
Here we come to a question how has Apple managed to get and maintain brand loyalty amongst its consumers? A brand is a name, term, sign, symbol, design or the combination of all of these. Apple’s name and the symbol are strongly powerful and immediately recognized and also it has built a strong relationship with the customers with one man. Apple’s one of the most powerful weapon is the man behind everything, Steve Jobs.
Picture from here
The co-founder and CEO of Apple has made himself the face of the brand and become so interactive with its consumers that they have made a strong emotional connection with the company. When you think about Apple you think about Steve Jobs and how you know the person behind everything. People want to know who has created all of it and get to know this person because it just makes it more personal and relatable. Even though Apple has had its problems occasionally, they won’t do much damage to its reputation because in the end they think about Steve.
The same thing happens with Facebook, which you connect it with Mark Zuckerberg or Microsoft with Bill Gates. You can even go to the movies, watch their stories and cry and be angry with them. Relatable isn’t it?
These people are just like us and the story behind it is everything. When we know the person behind it,and we want to because we humans are just so curious about others, we can relate to it and perhaps believe that we can do it too. In the end these faces are just humans, and if we compare for example Apple to Samsung or HTC, they don’t have a singular face that they connect their brand with.
Does one face make a brand more powerful and are we more loyal to it? Steve Jobs has maintained a humble and definitely inspirational reputation and even after he passed away his legacy with Apple will continue and people will always remember him as the face of the Apple.