How Marketing and Technology affect your life:

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?