It is known that for a company to be competitive, it must develop methods to create or strengthen the brand image, incorporating, in addition to technical qualities, the qualities that emphasize the relationship of the brand with consumers, that is, a set of subjective values associated with the brand image. To be competitive in today's market, organizations must not only meet desires and needs, but also offer products and services that are innovative and can surprise the consumer. With the accelerated technological advance of product development industries, many manufacturers offer the market products with the same qualifications, which eliminates their differentials (PINHO, 1996). In view of these considerations, a brand stands out: Apple. However, in the 1990s, this company went through a bad phase (KAHNEY, 2009), which leads to the question: How did a brand that was in decline manage to become the most valuable in the world?

Para o Autor, o estudo foi importante, pois proporcionou melhor conhecimento sobre o assunto tecnologia, o qual é muito debatido atualmente, devido à vasta expansão que o mercado tecnológico tem tido atualmente, sendo que a partir desse tema, vê-se a oportunidade de se aprofundar ainda mais no assunto, com o intuito de desenvolver futuros projetos.