Apple - the Unique Brand Salience

Three years before, i bought my first Apple product - Ipad in China. As a high technology equipment at ther period, a lot of feathures of Ipad attract people from all ages to try and to buy. Big touch sreem, light, high technology, music, etc, however, these features are only the  top of mind awareness, Brand Salience is NOT the same thing as top of mind awareness.

Top of mind awareness is simply what brands come to mind when consumers are asked to recall brands within a category. However, Brand Salience is different.  Brand Salience is what brands come to mind when consumers are in a purchase situation. That means 'Brand Salience' is the memory of your brand and its linkage to other important memory structures.

For Apple Ipod,  you can see Apple wisely use a representive range of cues, especially descriptive in their commercial.

iLife
From this seriese of commercial, customers can see lots of happy, energetic people dancing in a colourful backgrounda, and the white headphones flowing dancers movements. Why Apple use this kind of special methods to show their products to the customers. Actualy, Apple just want to show their 'Brand Salience'.

Apple don't want to just sell the  MP3. Apple want the custmers to experience the Apple lifestyle and to become one part of the iPod family. Use any other MP3 player and you’ll hear good music. Use an iPod and you’ll feel good and have good emotion.
The white iPod headphones is one of the best designed to make the visible part of their Apple products a symbol. Wear a white headphones and become the member of the Apple club and enjoy the ilife.

Innovation
If someone mention the word “Innovation”, i think Apple is the first brand that comes in my mind, maybe a lot of people have the same feeling as me. People want to try and experience the new things, Apple sold it.

More accessible
Beyond all doubt, Apple is a great brand, however, the prices is also 'great',  the price is there to differentiate it from other brands but also a barrier prevents it from being more accessible. IPod Shuffle, only 59  dollars for 2GB,  it made the Apple Brand more accessible in price and more people can experice the ilife.

Finally, quote in short from Woody Allen once said that “80 percent of success is just showing up .”  Brand Salience is  building the quantity and quality of memory structures,  maximize the number of consumers who  think of your brand and the number of times they think of your brand in different situations. 

Apple did it, maybe we can try it in our "BrandMe".


Jacky Wang
Adelaide