Abstract
In this age of globalization and digital media, companies with innovative marketing strategies and tactics have been able to maintain and sustain the brand’s equity in the eyes of the consumers in a profitable manner. In view of the requirement of the project, the brand selected to study a consumer’s loyalty factor is ‘Apple Inc’. The target segments of Apple are the millenials who are more into technology and also those demographics who are able to pay the premium price for the phones, the strategy of Apple to create a brand niche in the minds of the ...