By purchasing the latest Apple product, die-hard Apple enthusiasts add value to the brand. For example, this is accomplished by queuing up for several days to be the first in line and demonstrating to passersby how important the new product is. This is referred to as Apple's:

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Brand equity refers to the value added to a brand by the perception of customers and their willingness to pay more for a product of that brand. Die-hard Apple enthusiasts contribute to the brand equity of Apple by their willingness to pay a premium for the latest product and create buzz around the brand. Queuing up for days to be the first in line and demonstrating the importance of the new Apple product adds value to the brand and increases its perceived value.

By Purchasing the Latest Apple Product, Die-Hard Apple Enthusiasts Add