Guerilla Marketing

This is an example of guerilla marketing: the Tony Parker jersey is on the statue of liberty, possibly advertising for Nike and the Spurs. This marketing scheme catches people by surprise because they don't expect to see the jersey on the statue of liberty.

Apple - Paying for the brand name

Apple has built a very faithful target market through quality products and promoting the lifestyle that Mac users have. Most of Apple's products are priced much higher than the competition, but to their users this doesn't matter. They are willing to pay more for the image they get by having Apple products. For example, a 24" Apple LCD monitor is about $899. Competitors offer a 24" LCD for less than half this price... but its not an Apple.