How perfect a product is might have an impact on brand perception. Example: I recently bought a MacBook Pro Retina. From time to time (rarely) it makes creakin

How perfect a product is might have an impact on brand perception. Example: I recently bought a MacBook Pro Retina. From time to time (rarely) it makes creaking sounds. The bottom plate doesn’t sit quite perfectly on the chassis. Do I send it back because of that? No. Does that impact my perception of Apple as a brand negatively? Absolutely.