The strong identity is a key condition for the real success of a brand strategy. The identity reflects the inner value of the brand and describes its potential success. In order to maximize this value a brand identity should include and develop all dimensions of its complex structure. The product, the organizational, the personality and the symbolic dimension of the brand identity could develop a great capability for many associations that could be made to the brand.Apple is a brand that has a distinct and clear identity.All four dimensions of a good brand identity could be identified in the Apple case. This provides a high level of quality, performance and value that are able towin the customer’s respect and loyalty.