My name is Jennifer LEE. I am a postgraduate student majoring in International Business and Strategic Management from University of York, UK. I am currently conducting a research study on branding as part of my degree requirement. I would like to invite you to participate in the questionnaire on the captioned study. The main purpose of this research is to describe, understand and investigate the brand image, experience and identity of Apple, how well it influences consumer’s behavior and decision making based on qualitative and quantitative case studies in UK.