Friendly, unpretentious,
intelligent, non-conformist yet adaptable to standards, agile, and noted
for its freedom of expression that has created one of the most loyal brand
cultures in the high technology industry, Apple's aligning their messaging
to the inherent strengths of their brand name from a linguistic perspective
is exceptional.
Yorkston and Menon (2004) also illustrate through their findings how
consumers assign semantic interpretations of brands using the frameworks
defined by Klink (2000). The implications on consumers' behaviour is that
a referent framework is defined, with semantic attributes (or the sounds of
words) connoting specific imagery, sounds and values. The interlinking of
these semantic attributes with brand values, as is the case with Apple and
the strength of its brand shows how a brand that combines semantic
attributes inherent in its name with the branding messaging being promoted,
can gain customer loyalty over time. Consumers are continually creating
their own perceptual sets or frameworks,...
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