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Business Unplugged™
This blog features Carol Roth's tough love on business and entrepreneurship, as well as insights from Carol's community of contributors.

Apple’s Most Valuable Brand Honor Propelled by Customer Loyalty 3.0

Written By: Carol Roth | No Comments

Apple was named the world’s most valuable brand by Millward Brown’s annual survey and I am not surprised, because Apple is a case-study example of several of the key pillars of customer loyalty 3.0. 

Product:  Apple’s cutting edge innovation, functionality and design build loyalty right into their products.  That’s why from iPhones to iPads, people line up around the block to be the first to get their hands on a new product release.

Community/Affinity Group:  A short second to product, Apple has created an affinity association with its brand.  Think of the commercials- I’m a Mac; I’m a PC.  Being an Apple user is more than just a casual relationship, it’s a brand identity wrapped in community/affinity. If you want to be identified as cool, hip and indie, you want to be using Apple’s product. 

Other:  Apple even touches on some of the other Customer Loyalty 3.0 pillars, creating experiences at their Apple stores and bridges with apps developed by others. 

Apple is a fantastic example of leveraging customer loyalty pillars, but the most important takeaway is that it is relevant to their customers.  They know who their customers are, what they want and how to make them feel like Apple understands them.  You can’t just try to mimic Apple- you need to know what pillars are important to your own customers in order to generate loyalty.

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Carol Roth is a national media personality, ‘recovering’ investment banker, investor, speaker and author of the New York Times bestselling book, The Entrepreneur Equation. She is a judge on the Mark Burnett (Shark Tank, The Voice, Survivor, The Apprentice) produced technology competition series, America's Greatest Makers, airing on TBS and Host of Microsoft's Office Small Business Academy show. Previously, Carol was the host and co-producer of The Noon Show, a current events talk show on WGN Radio, one of the top stations in the country, and a contributor to CNBC, as well as a frequent guest on Fox News, CNN, Fox Business and other stations. Carol's multimedia commentary covers business and the economy, current events, politics and pop culture topics. Carol has helped her clients complete more than $2 billion in capital raising and M&A transactions. She is a Top 100 Small Business Influencer (2011-2015) and has her own action figure. Twitter: @CarolJSRoth