Brand mark

This statement is especially true when we understand the concept behind branding; brand marks
serve as identifiers, promise to the customers, an asset in that it can drive prices and preference
for goods of a particular provider. Brand mark is a set of perception; this is everything an
individual believes, sees, knows, feels, hears and experiences about a product. Brand mark will
increase in value when it is able to convey a positive and unforgettable experience in the minds
of the customer. In the case of Apple, back in 1997, Apple struggled to capture the market share
in the Technology space. Apple launched a campaign known as “Think Different” to clarify their
brand values for their customers, employees and other stakeholders. This campaign showed the
world that Apple is focused on making the best, technologically advanced and creative products
in the world while keeping the usability of their products simple for the masses. This is what
Apple is associated with today quality over quantity.

Answers got from;

https://fabrikbrands.com/how-to-define-brand-values/
https://courses.lumenlearning.com/clinton-marketing/chapter/reading-elements-of-brand/