2bitRick

Apple's Branding Strategy Delivers Superior Results

To reiterate what the previous commentators have said. Apple's brand was not built by advertising. It was the result of exception design and development, products that just work, superior support (AppleCare), the ability to look at old things in a new way (iPhone) and most of all to not listen to any of the naysayers but instead listen to the customers and give them what they want.
With the release of the iPhone Apple did very little advertising, the product created it's own because of it's innovation, not the Apple name.