ANSWER Apple has created a community based onimagination, design, and innovation.
*Apple is like having a good friend. Thats whatsinteresting about this brand. Somewhere they have created this reallyhumanistic, beyond-business relationship with users and created acult-like relationship with their brand. Its a big tribe, everyone is one ofthem. Youre part of the brand.Branding has become as powerful as religion. Peoples connectionswith brands transcend commerce. Nike sparked customers ire when itwas revealed the companys products were assembled in sweatshops.Customers were not pissed about the products. Its about thecompanys ethics. Its interesting how emotionally involved people are.*Commentary from Marketer Marc Gobe, author of Emotional Branding
Emotional brands have three commonalities:The company projects a humanistic corporateculture and a strong corporate ethic, characterizedby volunteerism, support of good causes orinvolvement in the community.Nike blundered here. Apple, on the other hand, comes across asprofoundly humanist. Its founding ethos was power to the peoplethrough technology, and it remains committed to computers ineducation. Its always about people.
Emotional brands have three commonalities:The company has a unique visual and verbalvocabulary, expressed in product design andadvertising. This is true of Apple. Its products and advertising are clearlyrecognizable. (So is Targets, or even Wal-Marts).
Emotional brands have three commonalities:The company has established a "heartfelt connection" withits customers. This can take several forms, from buildingtrust to establishing a community around a product. In Apples case, its products are designed around people: Takethe iPod, it brings an emotional, sensory experience to computing.Apples design is people-driven.
Unbranded Goods • Little effort to brand goods, consumer perception of goods is utilitarianBrand as a Reference • Competitive pressure leads to changes in physical product attributesBrand as a Personality •As manufacturers make same product claim, brand personalities developBrand as an Icon • Brand is “owned by consumers.” Recognized globally, inherent to consumer.Brand as a Company • Post Modern Marketing- Brand has complex identity – many points of contactBrand as Policy •Few companies have achieved this status- Brand aligns with ethical, social, and political causes.
Your Point of View • Branding is a strategic point of view, not a select set of marketing activitiesYour Customer Value • Branding is central to creating customer valueA Competitive Advantage •Branding is a key tool for creating and sustaining competitive advantageAn Engineered Plan • Brand strategies must be “engineering” into the strategic planning processA Living Essence • Brands get their identity from your company culture and standardsLogical and Emotional Elements•Branding is part science, part art.
Your Brand Encompasses These Organizational Elements: (often mistaken for the brand itself)•Your Trademark- these are legal properties•Your Mission Statement- this is a reminder•Your Logo or Slogan- these are yoursignatures•Your Product or Service- these are yourtangibles
Know your Be Consistent in customers better Action than yourself Identify your Understand yourBranding Game competitive Plan environment Define your Brand Strategy Define your Brand Personality Make a Brand Promise
Know Your Customers Better Than YouKnow YourselfCustomers buy for their reasons, not yours. If you want to sellthem your product, you must sell to their concerns, not your own.Every piece of marketing copy must focus upon them. If you don’tspeak their language, you don’t get their money. With branding aswith selling, if you don’t understand your customers, you won’tbuild a brand of which they want to be a part.
Understand your CompetitiveEnvironmentStart by asking your existing customers “If you weren’t with us,with whom would you be working?” Identify the companies towhom you most often lose business. Learn as much as you canabout these competitors, including:• how customers perceive them•what makes them unique•and why they win the business they do.
Define Your Brand PersonalityPeople choose brands based upon whether or not thecharacteristics of the product or company brand fit them. If youhave defined your ideal customer well and understand yourcompetitive environment, you can select a brand personality whichwill appeal to your audience.
Make a Brand PromiseFind out what is important to your customers about choosing a businesslike yours and what benefits they get from doing so. Make sure your brandpromise is important and valuable to the customers you want most. Yourbrand promise should be stated clearly, in concise language so everyonein your organization and your customers understand it.
Define your Brand StrategyYou now understand your customer and your competitive environment.Your strategy comes out of that information. You need to develop a brandthat is distinct from your competitors.Where will you position yourself?How are you going to approach your customers?
Identify Your Branding Game PlanMoving to action, you need to define the specific actions you will take tocreate your brand. They must be the tangible demonstration of yourcompany’s values and beliefs. They come directly from your brandpersonality, brand promise, and brand strategy. The hardest part of yourbranding process will not be designing your tactics. The hardest part isbeing consistent in supporting your brand.
Be Consistent in ActionA brand builds over time. A brand becomes successful after years ofconsistent action. Keep that in mind as you move forward in building yourbrand
Your brand needs constant tweaking.You have to start somewhere.So, you launch your company and brand, seewhat works, and you keep adjusting.What ultimately matters is what thecustomer thinks and feels.
Ways to check your brand ranking:1. Google+ Reviews2. Yelp3. Search Engine4. rankingthebrands.com
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