Branding Steve Jobs

Branding. It’s the art and science of creating a relationship between a consumer and a product. It’s the use of particular images, sounds, colors, and even textures to evoke a particular consumer feeling. It’s the process of persuading an individual to identify with something.

It can also be marketing a person as the image of a brand. As we see on cereal cartons. But, it’s bigger than that in some cases. In the case of Apple Inc., the company itself, could argue that Steve Jobs is an entity of the Apple brand.

His heroic story and the archetypal story of his rise to fame and fortune, has contributed to the brand just as much as the use of the Apple logo.

In fact, in a recently released story on Mashable, Apple may be suing a Chinese manufacturer over the production dolls that bear striking resemblance to Steve Jobs. They claim, “any toy that resembles the technology company’s logo, person’s name, appearance or likeness of its products is a criminal offence.”

They aren’t the only ones in the business of making likeness of Jobs, as there is a statue erected in his honor in Budapest Science Park.

Steve Jobs image = Apple Inc. Sorry, Tim Cook, although you’ve earned 378 million last year at Apple, I’m not sure you will ever acquire similar status.

Image : Laszlo Balogh/Reuters

Read also: The Death of an Icon : Steve Jobs


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