Decoding Apple’s Branding Strategy: The Art of Naming Everything

It’s a universally recognized truth: Apple stands tall in a league of its own. The brand doesn’t indulge in the practice of product comparisons with competitors, nor does it engage in rampant, product-focused advertising.

Its branding strategy is unique, powerful, and yet subtle, and it’s been masterfully decoded by Marques Brownlee in one of his insightful YouTube video.

A key element of Apple’s strategy, Brownlee explains, is their distinctive approach to naming. They don’t just brand their products or their software — they brand EVERYTHING, even their technical features and achievements.

The term “120 Hertz high refresh rate LTPO display” transforms into “ProMotion”

The generic “optical fingerprint reader” becomes the patented “TouchID”

A “larger linear vibration motor” evolves into the “Taptic Engine”

The simple “latest version of glass from their supplier” is heralded as the “Ceramic Shield”

But why does Apple do this? The answer lies in the fundamental principle of branding: differentiation. By attributing a unique name to a technical specification, Apple distances itself from the competitive landscape. They redefine common, recognizable terms…