For years companies have been using brand management to try and market specific products. The American Marketing Association defines a brand as a “customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme.”

When you see a gecko on television you associate it with Geico Auto Insurance, when you see a check mark on some sneakers you think of Nike, and when you see a lit-up apple, you think of one company, Apple. The American Marketing Association said companies due this to help influence customers through the form of media and advertising. “A brand often includes an explicit logo, fonts, color schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality,” said the association.

 Apple (News - Alert), which began solely as a computer-based company, has since revolutionized technology by creating devices such as the Macbook, iPod, iPhone, Apple TV, and of course, the iPad. With help from its newest device, the new iPad, it looks like Apple is inching its way into become the number one retailer for tablet devices.

“For the vast majority, the idea of a tablet is really captured by the idea of an iPad,” said Josh Davis, a Manager at ABT Electronics in Chicago. “They gave birth to the whole category and brought it to life.”

Sometimes creating a brand can become time consuming, costly, and ultimately if unsuccessful can hurt a business more than it can help. It’s hard to switch over from selling products to selling items within a brand name.

“There’s tension between legal departments concerned about ‘genericide’ and marketing departments concerned about sales,” said Michael Atkins, a Seattle trademark attorney. “Marketing people want the brand name as widespread as possible and trademark lawyers worry…the brand will lose all trademark significance.”

Apple has been trying to brand its devices for years and with constant upgrades, new devices being released every two years, and affordable pricing – Apple has begun to transition effectively into the brand market. “When I think of tablets, I think of an iPad,” said Mary Schmidt, a 58-year-old consumer. “I think it’s going to be the generic name. They were first.”