It is apparent that many companies wish to ensure that consumers hold a standard to their brand name. An example of this can be seen with Apple. It is quite evident that Apple knows that their brand alone will sell products. They use that to their advantage in many ways. When it comes to advertising, say for example a new iPhone, Apple does not need to show off its new features as much as they just need the consumer to know that there is a new and improved iPhone on the market. A consumer ready to purchase a new smartphone that just wants a good reliable phone is likely to purchase an iPhone, not because of its fancy new features, but because they trust the brand is providing a quality product.
Recently, when I needed a laptop for school, I like many students had an overwhelming slew of options. Going back to the Apple example, many students would rather pay a premium price for Apple’s Macintosh computers because they know its a quality product simply by the brand image alone. I did not have much time to make an extremely educated purchase, and I knew I did not want a Mac. That leaves the consumer in a mine field of cheap and poor products that may not last. I decided that I should get a laptop from Microsoft because I knew that though they charged a premium price for their Surface products, they had unmatched quality in the PC market space. Because I as a consumer have a healthy perception of Microsoft as a brand it was an easy decision for me.
I think that technology companies are especially susceptible to this idea that consumers will buy a product simply because of the trust in the brand. Many people don’t have the time to sit and research what phone, tv, laptop, etc. has the best features, best customer service, or best quality overall, so they are more likely to purchase a product from a brand that they or a friend have past, positive experiences with. This is why it is important for brands to keep a positive image in the eyes of the consumers.
Matthew's Blog 