Apple has a strong brand for a number of reasons. The most important of these reasons are:
- It has a distinctive product. Apple products have a certain look to them and a certain style. They also tend to be on the cutting edge of technology. This gives Apple a real identity.
- It has a rival or rivals that it can distinguish itself from. Apple's "I'm a Mac" ads with the hip young man being distinguished from the stodgy middle-aged man in the suit are an example of this. Because Apple has a rival that it can contrast itself with, it is easier for Apple to build a brand name.
Brands are built on the perception of quality and value. Apple has managed to create this sort of an image for itself because of its distinctive product that can be contrasted with its rivals in a way that is pleasing to Apple fans.