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The study aimed to identify the role of digital marketing in forming the perceived mental image of commercial brands among Saudi youth, to identify the reality of the perceived mental image of Apple among Saudi youth, and its dimensions and impact on purchasing decisions. The study used aintentionality sample of (200) student users of Apple devices from Umm University, and the study used the descriptive approach, and the researcher used the questionnaire as a tool for data collection. The study reached several results, the most important of which are: From the research sample view, the results showed a strong impact of the perceived mental image of the Apple brand and its association with multiple elements which combined between global fame, good reputation, trust, experience and good impression. The perceived mental image of the Apple brand was positive by 71% and had high quality by 85.50% among the research sample. The results revealed a strong impact of the mental image of the Apple brand on its perceived value through the cognitive, emotional and behavioral dimensions. The results proved the existence of a statistically significant correlation between the extent to which the sample members follow websites and the formation of the perceived mental image of the Apple brand, where the Pearson correlation coefficient reached (0.176), and was statistically significant value at (0.05) level. Most important recommendations: The importance of conducting additional research to learn how customers evaluate the advertising content of commercial brands, and what they expect from marketers, as well as ways of trust building in the marketing process. The importance of benefiting from the perceived mental image of the Apple commercial brand in developing marketing offers and communication strategies to face competitors from other brands. [ABSTRACT FROM AUTHOR]

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