On to a successful company:
Apple.
They are quite possibly the biggest "image" company I can think of.
Their hardware is inferior for the price.
Their software is not necessarily easier to use - in fact, in my opinion, the more powerful the software, the harder it is to use on a Mac versus the PC version.
What makes them so popular?
Exclusivity.
iTunes - works best with iPods.
Mac OS X - only runs on certain hardware configurations (mostly those provided by Apple)
Authorized resellers.
iPhone - only on AT&T with a high-price data plan at a high price.
Way to go, Apple. Now if only other firms could create this exclusivity and image perception!
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