Introduction There Are Many Techniques Term Paper

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In the case of Apple, the
analysis of the many findings from Klink (2000) accentuates the values the
company has worked so diligently to achieve. 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, and the effects of brands that
semantically and linguistically align with the perceptions, values, and
sensations a brand connotes will be inherently for effective in having
their message continually accepted and reinforced over time. The role of
sound symbolism in Apple's brand is supported from a theoretical standpoint
by the work of both Klink (2000) and Yorkston and Menon (2004) which
together illustrate how this specific brand has been so successful in
building exceptional brand loyalty while capitalizing on innovations
including iPhone and iPod.

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