For people unlucky enough to be employed as brand management strategists, Apple Computer is frequently cited as a textbook case. In particular, its success with the iPod is often seen as a classic example of how brand loyalty, combined with continued design innovation, can help retain market leadership.

A fiercely debated concept amongst Apple loyalists is the notion of the “halo effect” — that people who use iPods will be so enamoured of the experience that they’ll ultimately abandon Windows PCs in favour of Macs. While Apple’s sales have increased in recent years, its overall global market share has remained largely static at 5% or so, suggesting that the halo effect may be more myth than reality.

read more | digg story