Apple's brand is "about fun and imagination", claims Business Week - and that's how it was able to grab the lion's share of the digital music market.
The company took the lead using a combination of "great product design and marketing brains", the report explains. And consumers accepted Apple's world-beating brands debut into the consumer electronics category because of what it stands for.
Lexicon Branding president David Placek described how this manifestation of branding emerged: "The iPod is about creative people doing creative things," he said.
The report continues to look at how innovation is critical to success in today's market, and marketing activity is becoming more personal.
It explains five rules for success in today's market: Innovation; speed of action; "minimize exposure to Wal-Mart"; use new media and "think broadly".