In brand marketing, the halo effect is a phenomenon which occurs when the perceived positive features of a particular product extend across a broader line of related products with the same brand name.
A notable example is the manner in which the popularity of Apple’s iPod generated enthusiasm for the corporation’s other products.
- ^ Govoni, N.A. Dictionary of Marketing Communications. Sage Publications (2004).
- ^ BBC News, Apple shares surfs on big profits, January 2005.