A consumer’s good experience with one product can cast a positive imageacross your entire brand. Known as the halo effect, it is important to leverage these positive associations with a specific product to build brand loyalty. A great example of the halo effect is Apple in connection with the iPod. As Al Ries notes in his article in AdAge, in 2005 the iPod accounted for only 39% of Apple’s revenue, with computers, software, and services making up the bulk of the rest. However, in that year, nearly all of the marketing budget and ads that Apple produced were for the iPod, and not their other products. Still, even with limited visibility in ads, Apple computer sales jumped 68% from 2004. This was because of the halo effect. People’s positive experience with the iPod translated into an overall positive perception of the Apple brand, putting them at the top of the consumer’s mind when it was time to buy a new computer. The glimmer of Apple’s halo has shone on nearly all of their products and campaigns, making them a strong competitor in the tech world. So, how does your brand acquire its halo? Here are a few tips to assist your product on it’s quest for a glowing reputation.