The housing market is in turmoil, retail and restaurant chains are filing Chapter 7 bankruptcy and gas prices are at an all-time high. In this same environment, however, the launch of Apple’s iPhone 3G had people camping in front of Apple and AT&T Mobility stores days before just for the privilege of buying one.

Other highly anticipated line-around-the-block events this year have included opening day of The Dark Knight and the release of Halo 3. The former, of course, is the latest movie in the Batman franchise and the latter the conclusion of Bungie Studios’ phenomenal video game series (produced by Microsoft Game Studios).

So what does all this mean? Even though consumer confidence is down, certain brands seem to defy gravity. Not only do they merely survive, they thrive. What’s their secret? Each brand – and the Batman franchise of movies and graphic novels qualifies as such – has the strong support of fans.

Apple’s approach to winning fans was to surpass the limiting “computer” and “consumer electronics” boxes to create products that resonate with consumers on the molecular level. The iPhone 3G, iPhone, iPod and iMac aren’t just products, they’re manifestations of the bright promise of the future put in our hands and on our desk. The brand identification is that Apple owners are optimistic and forward-looking, making connections through existing networks while being empowered to create new ways of generating and sharing information.

The Batman and Halo franchises each built a strong fan base through integrated branding that consists of a constant, diverse dialogue between fans and the sources and among the fans themselves. The structure isn’t top-down from the companies that own the brands to the fans, but more as a network, with each individual fan as a node. Fan enthusiasm invigorates the brands, making them even more prominent and creating an ever-increasing demand for the release of their next product.

All three of these brands have mastered the Four “A” Metrics, building Awareness while simultaneously creating the powerful Affinity that turns consumers into enthusiasts and providing the impetus that drives them to Action. Analytics is evident by the tally of those opening- and release-day receipts, and the measure of sales thereafter.

So what does all this mean for your business? No matter what its size or scope, having a strong brand identity is essential. Members of your target market can’t be enthusiastic about your brand if they don’t know what it stands for. Building ongoing relationships with that target market is next. Show them that your brand is the only one able to deliver this specific experience, then reinforce it by making sure every point of contact with your brand follows through.

Another vitally important component is to provide members of your target market with the means and opportunities to communicate with each other about your brand without trying to control the conversation. If you follow the Four “A” Metrics, they’ll all be fans eagerly awaiting the opportunity to buy your next product or service.