```json
{
    "title": "Riffing on Apple — Fusion Branding on Brands v. Customers",
    "url": "https://performancezen.com/2005/04/06/riffing-on-apple-fusion-branding-on-brands-v-customers/",
    "datePublished": "2005-04-06",
    "dateModified": "2005-04-06",
    "language": "en-US",
    "description": "Given the amount of flack that I have been giving the folks at Apple lately (great products; arrogant marketing), it was refereshing to read this by Nick Wreden over at…",
    "author": "spierzchala",
    "publisher": "Performance Zen"
}
```

# Riffing on Apple — Fusion Branding on Brands v. Customers

> Which are more valuable – your brands or your customers?
> The choice represents an important strategic issue. If you answered brands, then you’ll no doubt devote attention to increasing the value of your brands. You’ll pay homage to such concepts as “brand equity,” “brand image” and other buzzwords. You may even pay consultants who promise to refurbish your “brand architecture,” defined by David Aaker as "that which organizes and structures a brand portfolio
> by specifying brand roles and the nature of relationships between them and their markets."
> Unfortunately, that answer is wrong.