This document is a marketing paper about the Apple brand and iPhones. It discusses Apple's strong brand awareness and image, which have been key to its success. The paper reviews literature on brand knowledge and awareness. It provides statistics showing Apple's iPhone sales and market leadership. It also examines Apple's targeting of upper and middle classes, heavy advertising spending, and strong brand enforcement. The conclusion states that Apple understands customer desires and shapes insights by developing exciting products, enabling strong brand loyalty.
This document discusses key concepts in marketing, including:
1) Marketing aims to establish relationships with customers to encourage repeat purchases and charge higher prices through product differentiation and brand loyalty.
2) A product's "feature set" includes the core benefit, actual product characteristics, and augmented services which marketing communicates to build brand expectations for quality and reliability.
3) Strong brands that create unique expectations allow companies to charge premium prices for products perceived to have no substitutes. When products meet brand expectations, customers feel loyalty and trust in the company.
An Overview of Customer Based Brand Equity(CBBE) Model (Case Study).pptxHome of Dissertations
Â
It is model developed by Kevin Lane Keller, who is the marketing professor of the Tuck School of Business.There are basic four steps about the model which is based on four fundamental questions developed by the customers. Brand identity, brand meaning, Brand response and brand response.
This document discusses several topics related to branding and brand management. It begins with an introduction that defines a brand and why branding is important. It then discusses brand name selection, focusing on choosing a name that provides benefits information and is memorable. It also covers managing brands through advertising, reviewing strengths and weaknesses, and how branding affects customer purchase decisions by associating a brand with certain qualities.
Marketing assignment for undergraduate studentsEren Yılmaz
Â
TansaĆ, one of the largest supermarket chains in Turkey, ran a sales promotion campaign where customers received stickers for purchases over 10 TL. Customers could collect the stickers on a bulletin. The goal was to offer glass bowls for free to customers who collected 20 stickers, with housewives as the target market. The campaign aimed to incentivize customers to make more purchases at TansaĆ stores in order to collect the stickers and receive the free premium of glass bowls.
The article analyzes the concept of the brand, the advantages and disadvantages of the brand, the best brands in the world. The article states that a brand is a graphic mark, word or phrase that denotes and distinguishes goods belonging to one company from goods belonging to another company. The brand is one of the elements of marketing, advertising. Brand may include various symbols, their combinations, and other visual information. Brand can consist of a brand name and a brand symbol. Brand should not be confused with the company logo, which identifies the company itself, but the company may use a common mark, in which case both the logo and the brand are as follows itself. Margarita IĂ ÂĄoraite "Best Brand in the World" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-6 , October 2021, URL: https://www.ijtsrd.com/papers/ijtsrd46351.pdf Paper URL : https://www.ijtsrd.com/management/marketing/46351/best-brand-in-the-world/margarita-iĂ ÂĄoraite
This document provides an overview of Apple Inc., including its history, products, marketing mix strategies, target customers, and positioning approach. It notes that Apple was founded in 1976 and designs, develops and sells consumer electronics. It discusses Apple's product line, places of distribution, premium pricing, promotional activities, value creation for customers, segmentation of customers, targeting of key groups like teenagers and students, and differentiation strategy focused on innovative product design.
Purpose â The purpose of this paper is to about brand positioning within Apple Inc Design/methodology/approach â This case was written by documenting and analyzing past research has been publish available to the public about Apple. Findings â Through several discussions of the case the authors havefound that answers to this issue depend on the companyâs situation. Research limitations/implications â Since the case was written using public data, therefore it does not take into account the actual opinions and actions of Appleâs management team except for those reported by the press.
This document discusses key concepts in marketing, including:
1) Marketing aims to establish relationships with customers to encourage repeat purchases and charge higher prices through product differentiation and brand loyalty.
2) A product's "feature set" includes the core benefit, actual product characteristics, and augmented services which marketing communicates to build brand expectations for quality and reliability.
3) Strong brands that create unique expectations allow companies to charge premium prices for products perceived to have no substitutes. When products meet brand expectations, customers feel loyalty and trust in the company.
An Overview of Customer Based Brand Equity(CBBE) Model (Case Study).pptxHome of Dissertations
Â
It is model developed by Kevin Lane Keller, who is the marketing professor of the Tuck School of Business.There are basic four steps about the model which is based on four fundamental questions developed by the customers. Brand identity, brand meaning, Brand response and brand response.
This document discusses several topics related to branding and brand management. It begins with an introduction that defines a brand and why branding is important. It then discusses brand name selection, focusing on choosing a name that provides benefits information and is memorable. It also covers managing brands through advertising, reviewing strengths and weaknesses, and how branding affects customer purchase decisions by associating a brand with certain qualities.
Marketing assignment for undergraduate studentsEren Yılmaz
Â
TansaĆ, one of the largest supermarket chains in Turkey, ran a sales promotion campaign where customers received stickers for purchases over 10 TL. Customers could collect the stickers on a bulletin. The goal was to offer glass bowls for free to customers who collected 20 stickers, with housewives as the target market. The campaign aimed to incentivize customers to make more purchases at TansaĆ stores in order to collect the stickers and receive the free premium of glass bowls.
The article analyzes the concept of the brand, the advantages and disadvantages of the brand, the best brands in the world. The article states that a brand is a graphic mark, word or phrase that denotes and distinguishes goods belonging to one company from goods belonging to another company. The brand is one of the elements of marketing, advertising. Brand may include various symbols, their combinations, and other visual information. Brand can consist of a brand name and a brand symbol. Brand should not be confused with the company logo, which identifies the company itself, but the company may use a common mark, in which case both the logo and the brand are as follows itself. Margarita IĂ ÂĄoraite "Best Brand in the World" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-6 , October 2021, URL: https://www.ijtsrd.com/papers/ijtsrd46351.pdf Paper URL : https://www.ijtsrd.com/management/marketing/46351/best-brand-in-the-world/margarita-iĂ ÂĄoraite
This document provides an overview of Apple Inc., including its history, products, marketing mix strategies, target customers, and positioning approach. It notes that Apple was founded in 1976 and designs, develops and sells consumer electronics. It discusses Apple's product line, places of distribution, premium pricing, promotional activities, value creation for customers, segmentation of customers, targeting of key groups like teenagers and students, and differentiation strategy focused on innovative product design.
Purpose â The purpose of this paper is to about brand positioning within Apple Inc Design/methodology/approach â This case was written by documenting and analyzing past research has been publish available to the public about Apple. Findings â Through several discussions of the case the authors havefound that answers to this issue depend on the companyâs situation. Research limitations/implications â Since the case was written using public data, therefore it does not take into account the actual opinions and actions of Appleâs management team except for those reported by the press.
Promotion and the Product Life Cycle
Apple has established a useful technique for marketing and implementing its product life cycle for its mobile merchandise. I have developed a substitute product strategy for the induction of the anticipated new service â the standard product of new product introduction, development, maturity, and stages of decline. Currently, Apple presents its new merchandise at an occasion and grants all the information about the prices along with release dates in the event. Besides, the products are typically accessible for presale shortly afterward. The partners commence marketing after the Apple event.
Product Strategy
Apple has created a brand, which is a leader in the technology industry, and it is effectual to develop when it is at the forefront of the competition. Additionally, this is the reason the organization ought to remain inventive. There is not much marketing about the Apple event happening, and people usually receive little to no information warning before any announcement being made. The new strategy will market and promote the is a new product and provide information on the dates of the event earlier. There will be printed physical materials for positioning in storerooms and streets with simple messaging about the event. Also, there will use social media to promote the event as well as products with similar messaging.
The emphasis will be to form expectancy about the release of the new product. A press conference is held with a formal statement and an e-mail flashes with details about the newly released product. Also, Facebook Live will be utilized to stream the statement, and other sites of social media will also be used to program the specifics. Live-tweeting will occur during the event on Instagram and Twitter, which can be found on the official page of Apple, which will have all the details of the product.
After the introduction of the new product, the development stage of the product strategy starts; This is the main stage for creating a position of a product in the market, enhancing the profit margins, and increasing sales (Growth, 2018). The organization will take on this stage by getting feedback from early clients and airing that feedback across e-mail blasts and social media, and This will produce promotion material for in-store demonstrations; That will comprise of flyers, display cutouts, and posters to hand out to prospective customers. Also, the organization will run a different pricing event in this period. The early adopters are prepared to recompense a premium fee for having the product earlier than expected; Apple will be able to get extra users by providing lower prices after the growth stage has reached. This will similarly assist in combating an augmented competition, which indeed transpires when new product unveilings.
There are no propositions on how Apple administers the maturity stage of the lifecycle of the product. Nevertheless, in the declining stage, I am suggesting ...
A presentation created on the topic, Branding. This presentation is created by Ajay, Anita and Bhuvan, students of College of Art, Delhi University. And it was submitted to our teacher, Deepti Baveja.
The document summarizes the findings of a study conducted by T-3 to define and measure the concept of a "useful brand". The study identified 14 elements that consumers use to judge a brand's usefulness, which were divided into relationship (emotional) and performance (functional) categories. Brands were rated on these elements to generate an overall Useful Brand Score and ID profile. The top brand according to the study was Amazon, due to its balanced performance across elements and ability to consistently provide customers what they need. The study aims to help brands better understand how they are perceived in order to focus their efforts on improving usefulness.
Innovative and superior customer experience strategy by bhawani nandan prasad...Bhawani N Prasad
Â
1) The document discusses strategies for creating an innovative and superior customer experience. It outlines six key disciplines: strategy, customer understanding, design, measurement, governance, and culture.
2) The strategy discipline defines the intended customer experience and aligns it with the company's overall strategy. For example, the experience at retailers like Big Bazaar versus Apple.
3) Apple is used as a case study of a company that focuses intensely on customer experience through its products, stores, applications, customer service and more to drive innovation and success.
The document provides an overview of branding, including definitions of key branding concepts and strategies for building an effective brand identity. It discusses the purpose of branding, tools for developing brand identity such as slogans, colors and logos. It also addresses measuring brand effectiveness and the relationship between brands and reputation. The document contains sections on branding introduction, brand identity, brand equity and case studies of well-known brands.
Chapter 7 - Products, Services, and Brands Building Customer JinElias52
Â
Chapter 7 - Products, Services, and Brands: Building Customer value
Strategic Marketing, MASY1-GC 1230
Nike: More Than Just Innovative Sports Gearâa Total Brand Experience
Nike House of Innovation, Paris: The 3rd installation of HOI, and Nikeâs largest, most digitally connected and immersive retail concept in the world
Provides consumers access to Nikeâs best innovations, athlete storytelling and experiences.
Creates an immersive and digitally-powered end-to-end consumer journey.Â
To customers, the Nike brand means much more than just innovative running shoes and apparel. Deep down, Nike means sports inspiration, a just-do-it attitude, and a total brand experience. Nike draws on a wide range of
experiences to connect with consumers.
Nikeâs innovative use of digital marketing recently earned the brand the title of âtop geniusâ in âdigital IQâ among 70 activewear companies in one digital consultancyâs rankings. Another firm ranked Nike the number one apparel brand in social media.
2
What Is a Product?
A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
A service is an activity, benefit, or satisfaction offered for sale; it is intangible and does not result in ownership of anything.
A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Broadly defined, products include services, events, persons, places, organizations, and ideas, or a mixture of these.
Services are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
3
Products, Services, and Experiences
Market offerings include both tangible goods and services.
Companies create and manage customer experiences with their brands or companies.
To differentiate their offers from that of the competitors
A companyâs market offering often includes both tangible goods and services. At one extreme, the market offering may consist of a pure tangible good and at the other extreme a pure service. Between these two extremes, however, many goods-and-services combinations are possible. Today, as products and services become more commoditized, many companies are moving to a new level in creating value for their customers. To differentiate their offers, beyond simply making products and delivering services, firms are creating and managing customer experiences with their brands or companies.
4
Products, Services, and Experiences (CONTâD)
More than just selling products, Appleâs highly successful retail stores create engaging life-feels-good brand experiences.
Appleâs retail stores are very seductive places, where âlife-feels-goodâ experiences abound. The store design is clean, simple, and just oozing with styleâmuch like an Apple iPad or a featherweight MacBook Air.
The stores encourage a lot of purchasing, ...
This document discusses corporate communication and marketing strategies for Apple and its iPhone product. It analyzes the benefits of adopting a marketing orientation, including adaptability, product efficiency, and alignment with customer needs. It then outlines Apple's 7Ps marketing mix for the iPhone, covering product features, pricing strategy, promotion tactics, distribution channels, people, processes, and physical evidence. Finally, it proposes integrating a 6Cs model into corporate communication to improve context, clarity, cooperation, control, communication, and building community.
This document provides an executive summary and introduction for a brand audit of the Nivea skin care brand. The purpose is to identify any challenges in achieving alignment between what customers believe about the brand, what they value, what the company communicates, and where they want to take the brand. The brand audit will examine Nivea's current brand health and positioning. It will gather information from customers to help determine if repositioning is needed and inform a sustainable brand strategy. The introduction provides background on Nivea as a global skin care brand known for trust, reliability and gentle care. It compares marketing and branding, defines brands, and discusses the importance of the brand experience over products.
Brands can be considered at four levels - generic, expected, augmented, and potential. As brands evolve through these levels, creativity plays an important role in helping the brand reach its full potential. Selecting an effective brand name requires considering criteria like being easy to say/recall, indicating benefits, and being distinctive. Modern branding faces challenges like savvy customers and increased competition/costs, but also opportunities to build loyalty through environmental responsibility.
Apple Inc. was established by Steve Jobs, Wozniak and Ronald Wayne in 1976 (Gilbert 2-5). It
is an American company started by Wozniak who advised Steve Jobs to put his computer on
sale. The computer was known as Apple 1 computer. In 1977, they were able to sell their
computer during trade shows because they were also able to publicize it.
See more at: http://www.customwritingservice.org/blog/apple-inc/
(1) In traditional markets with few competitors, companies could differentiate through technology and quality, but in complex markets with many competent competitors, branding is needed to differentiate.
(2) A brand gives a unique identity and emotional associations to products through marketing, design, and other efforts to create trust and loyalty with consumers.
(3) Successful brands like Coca-Cola have the power to influence consumers' preferences through the emotional connections formed with the brand.
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
Apple Brand Audit
APPLE Inc
Submitted to: Sir Goher Raza
Submitted by : Sumeet Raj & Mumal Khan
12/15/2012
Apple Brand Audit 2012
Executive Summary
Since its foundation in 1976, Apple has grown from a small business selling computers into one
of the most successful and valuable brands in the entire world. Consumers everywhere
perceive the brand as being one of the very best because of their groundbreaking product
lines, their successful marketing programs, and their ability to differentiate themselves
among other competing brands. These elements and attributes are the core aspects that
make up Appleâs brand equity.
Apple has always been known for releasing innovative, user-friendly products that have
become extremely popular in the market. They are a dominant force in the market for
consumer electronics, and their merchandise is in extremely high demand. Secondly, their
very successful marketing and distribution strategies are able create consumer perceptions
that make Appleâs brand a highly reputable icon.
Through these core elements and attributes, Apple as a brand has seen its value skyrocket
over the years. By continuing to implement and improve on these successful programs and
strategies, Appleâs brand equity will continue to grow and flourish in the future of the
company.
2
Apple Brand Audit 2012
Introduction Brand Audit
Brand audit is concerned with the behavioral and psychological nature of brand equity, and it
will be discussed in terms of strength of a brandâs equity and its nature. So simply it is the
examination of brandâs current position in industry compared to its competitors and the
examination of its effectiveness, brandâs strategy, positioning, market position, consumer views,
pops and pods etc.
Objective and scope of the audit
Brand perceptions often create a complex and elusive picture, but itâs crucial that you determine
how your various audiences view your brand. The brand which we have taken is Apple, the main
objective of this audit is to show that where the brand is currently stand. After the audit will be
done we also come to know that whether the share of brand in market is increasing, decreasing or
stable. It will also show that what are the strengths, weaknesses and opportunities for this brand,
how much people know and like the brand. So after audit we can come to know about the overall
market position of the Brand.
Brand audit Apple Inc & its history
The brand which we have taken is Apple, currently the top brand of the world. The point which
is intriguing is that how Apple has maintained its equity worldwide. The innovative products of
apple have enabled the company to be a global brand worldwide. Apple Computer, Inc., is a
multinational corporation that creates consumer electronics, personal computers, computer
software, and commercial servers, and is a digital distributor of media content. Apple's core
product lines are the, I phone, I pa.
Media Innovations and its Impact on Brand awareness & Considerationiosrjce
Â
IOSR Journal of Business and Management (IOSR-JBM) is a double blind peer reviewed International Journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
B Business and Management (Standard Level)
All material taken from the IB Business and Management Textbook:
"Business and Management", Paul Hoang, IBID Press, Victoria, 2007
(1) A brand provides a unique identity for a company's products and creates emotional associations with consumers through marketing efforts like packaging, websites and advertisements. (2) These emotional associations help simplify consumers' choices and build relationships and loyalty. (3) Brands create aspirational lifestyles that consumers want to associate with, allowing brands to extend to new product categories. (4) This allows brands to charge premium prices for products that are otherwise similar, distinguishing them through emotions, relationships and values associated with the brand.
(1) A brand provides a unique identity and emotional associations for products and companies in complex markets where products are otherwise indistinguishable. It simplifies consumers' choices.
(2) Brands create loyalty by developing emotional relationships and building trust between the brand and consumers.
(3) Successful brands establish aspirational lifestyles that consumers want to associate with.
(4) Branded lifestyles allow brands to extend into new product categories, saving costs of developing new brands.
How to get into the hearts of your audience with the emotional branding tacti...Truong Bomi
Â
01. Draw on basic emotional triggers
02. Design for holidays and seasons
03. Use a powerful combination of imagery and language
04. Design only for your audience
The document discusses various aspects of branding, including the evolution of branding over time, key components of branding like brand equity and brand elements, models for measuring brand equity, and challenges in building brand awareness. It provides examples of how companies develop their brand identity through elements like names, logos, slogans, and positioning strategies. It also outlines the importance of marketing programs and advertising in creating brand value and equity with customers.
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Promotion and the Product Life Cycle
Apple has established a useful technique for marketing and implementing its product life cycle for its mobile merchandise. I have developed a substitute product strategy for the induction of the anticipated new service â the standard product of new product introduction, development, maturity, and stages of decline. Currently, Apple presents its new merchandise at an occasion and grants all the information about the prices along with release dates in the event. Besides, the products are typically accessible for presale shortly afterward. The partners commence marketing after the Apple event.
Product Strategy
Apple has created a brand, which is a leader in the technology industry, and it is effectual to develop when it is at the forefront of the competition. Additionally, this is the reason the organization ought to remain inventive. There is not much marketing about the Apple event happening, and people usually receive little to no information warning before any announcement being made. The new strategy will market and promote the is a new product and provide information on the dates of the event earlier. There will be printed physical materials for positioning in storerooms and streets with simple messaging about the event. Also, there will use social media to promote the event as well as products with similar messaging.
The emphasis will be to form expectancy about the release of the new product. A press conference is held with a formal statement and an e-mail flashes with details about the newly released product. Also, Facebook Live will be utilized to stream the statement, and other sites of social media will also be used to program the specifics. Live-tweeting will occur during the event on Instagram and Twitter, which can be found on the official page of Apple, which will have all the details of the product.
After the introduction of the new product, the development stage of the product strategy starts; This is the main stage for creating a position of a product in the market, enhancing the profit margins, and increasing sales (Growth, 2018). The organization will take on this stage by getting feedback from early clients and airing that feedback across e-mail blasts and social media, and This will produce promotion material for in-store demonstrations; That will comprise of flyers, display cutouts, and posters to hand out to prospective customers. Also, the organization will run a different pricing event in this period. The early adopters are prepared to recompense a premium fee for having the product earlier than expected; Apple will be able to get extra users by providing lower prices after the growth stage has reached. This will similarly assist in combating an augmented competition, which indeed transpires when new product unveilings.
There are no propositions on how Apple administers the maturity stage of the lifecycle of the product. Nevertheless, in the declining stage, I am suggesting ...
A presentation created on the topic, Branding. This presentation is created by Ajay, Anita and Bhuvan, students of College of Art, Delhi University. And it was submitted to our teacher, Deepti Baveja.
The document summarizes the findings of a study conducted by T-3 to define and measure the concept of a "useful brand". The study identified 14 elements that consumers use to judge a brand's usefulness, which were divided into relationship (emotional) and performance (functional) categories. Brands were rated on these elements to generate an overall Useful Brand Score and ID profile. The top brand according to the study was Amazon, due to its balanced performance across elements and ability to consistently provide customers what they need. The study aims to help brands better understand how they are perceived in order to focus their efforts on improving usefulness.
Innovative and superior customer experience strategy by bhawani nandan prasad...Bhawani N Prasad
Â
1) The document discusses strategies for creating an innovative and superior customer experience. It outlines six key disciplines: strategy, customer understanding, design, measurement, governance, and culture.
2) The strategy discipline defines the intended customer experience and aligns it with the company's overall strategy. For example, the experience at retailers like Big Bazaar versus Apple.
3) Apple is used as a case study of a company that focuses intensely on customer experience through its products, stores, applications, customer service and more to drive innovation and success.
The document provides an overview of branding, including definitions of key branding concepts and strategies for building an effective brand identity. It discusses the purpose of branding, tools for developing brand identity such as slogans, colors and logos. It also addresses measuring brand effectiveness and the relationship between brands and reputation. The document contains sections on branding introduction, brand identity, brand equity and case studies of well-known brands.
Chapter 7 - Products, Services, and Brands Building Customer JinElias52
Â
Chapter 7 - Products, Services, and Brands: Building Customer value
Strategic Marketing, MASY1-GC 1230
Nike: More Than Just Innovative Sports Gearâa Total Brand Experience
Nike House of Innovation, Paris: The 3rd installation of HOI, and Nikeâs largest, most digitally connected and immersive retail concept in the world
Provides consumers access to Nikeâs best innovations, athlete storytelling and experiences.
Creates an immersive and digitally-powered end-to-end consumer journey.Â
To customers, the Nike brand means much more than just innovative running shoes and apparel. Deep down, Nike means sports inspiration, a just-do-it attitude, and a total brand experience. Nike draws on a wide range of
experiences to connect with consumers.
Nikeâs innovative use of digital marketing recently earned the brand the title of âtop geniusâ in âdigital IQâ among 70 activewear companies in one digital consultancyâs rankings. Another firm ranked Nike the number one apparel brand in social media.
2
What Is a Product?
A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
A service is an activity, benefit, or satisfaction offered for sale; it is intangible and does not result in ownership of anything.
A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Broadly defined, products include services, events, persons, places, organizations, and ideas, or a mixture of these.
Services are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
3
Products, Services, and Experiences
Market offerings include both tangible goods and services.
Companies create and manage customer experiences with their brands or companies.
To differentiate their offers from that of the competitors
A companyâs market offering often includes both tangible goods and services. At one extreme, the market offering may consist of a pure tangible good and at the other extreme a pure service. Between these two extremes, however, many goods-and-services combinations are possible. Today, as products and services become more commoditized, many companies are moving to a new level in creating value for their customers. To differentiate their offers, beyond simply making products and delivering services, firms are creating and managing customer experiences with their brands or companies.
4
Products, Services, and Experiences (CONTâD)
More than just selling products, Appleâs highly successful retail stores create engaging life-feels-good brand experiences.
Appleâs retail stores are very seductive places, where âlife-feels-goodâ experiences abound. The store design is clean, simple, and just oozing with styleâmuch like an Apple iPad or a featherweight MacBook Air.
The stores encourage a lot of purchasing, ...
This document discusses corporate communication and marketing strategies for Apple and its iPhone product. It analyzes the benefits of adopting a marketing orientation, including adaptability, product efficiency, and alignment with customer needs. It then outlines Apple's 7Ps marketing mix for the iPhone, covering product features, pricing strategy, promotion tactics, distribution channels, people, processes, and physical evidence. Finally, it proposes integrating a 6Cs model into corporate communication to improve context, clarity, cooperation, control, communication, and building community.
This document provides an executive summary and introduction for a brand audit of the Nivea skin care brand. The purpose is to identify any challenges in achieving alignment between what customers believe about the brand, what they value, what the company communicates, and where they want to take the brand. The brand audit will examine Nivea's current brand health and positioning. It will gather information from customers to help determine if repositioning is needed and inform a sustainable brand strategy. The introduction provides background on Nivea as a global skin care brand known for trust, reliability and gentle care. It compares marketing and branding, defines brands, and discusses the importance of the brand experience over products.
Brands can be considered at four levels - generic, expected, augmented, and potential. As brands evolve through these levels, creativity plays an important role in helping the brand reach its full potential. Selecting an effective brand name requires considering criteria like being easy to say/recall, indicating benefits, and being distinctive. Modern branding faces challenges like savvy customers and increased competition/costs, but also opportunities to build loyalty through environmental responsibility.
Apple Inc. was established by Steve Jobs, Wozniak and Ronald Wayne in 1976 (Gilbert 2-5). It
is an American company started by Wozniak who advised Steve Jobs to put his computer on
sale. The computer was known as Apple 1 computer. In 1977, they were able to sell their
computer during trade shows because they were also able to publicize it.
See more at: http://www.customwritingservice.org/blog/apple-inc/
(1) In traditional markets with few competitors, companies could differentiate through technology and quality, but in complex markets with many competent competitors, branding is needed to differentiate.
(2) A brand gives a unique identity and emotional associations to products through marketing, design, and other efforts to create trust and loyalty with consumers.
(3) Successful brands like Coca-Cola have the power to influence consumers' preferences through the emotional connections formed with the brand.
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
Apple Brand Audit
APPLE Inc
Submitted to: Sir Goher Raza
Submitted by : Sumeet Raj & Mumal Khan
12/15/2012
Apple Brand Audit 2012
Executive Summary
Since its foundation in 1976, Apple has grown from a small business selling computers into one
of the most successful and valuable brands in the entire world. Consumers everywhere
perceive the brand as being one of the very best because of their groundbreaking product
lines, their successful marketing programs, and their ability to differentiate themselves
among other competing brands. These elements and attributes are the core aspects that
make up Appleâs brand equity.
Apple has always been known for releasing innovative, user-friendly products that have
become extremely popular in the market. They are a dominant force in the market for
consumer electronics, and their merchandise is in extremely high demand. Secondly, their
very successful marketing and distribution strategies are able create consumer perceptions
that make Appleâs brand a highly reputable icon.
Through these core elements and attributes, Apple as a brand has seen its value skyrocket
over the years. By continuing to implement and improve on these successful programs and
strategies, Appleâs brand equity will continue to grow and flourish in the future of the
company.
2
Apple Brand Audit 2012
Introduction Brand Audit
Brand audit is concerned with the behavioral and psychological nature of brand equity, and it
will be discussed in terms of strength of a brandâs equity and its nature. So simply it is the
examination of brandâs current position in industry compared to its competitors and the
examination of its effectiveness, brandâs strategy, positioning, market position, consumer views,
pops and pods etc.
Objective and scope of the audit
Brand perceptions often create a complex and elusive picture, but itâs crucial that you determine
how your various audiences view your brand. The brand which we have taken is Apple, the main
objective of this audit is to show that where the brand is currently stand. After the audit will be
done we also come to know that whether the share of brand in market is increasing, decreasing or
stable. It will also show that what are the strengths, weaknesses and opportunities for this brand,
how much people know and like the brand. So after audit we can come to know about the overall
market position of the Brand.
Brand audit Apple Inc & its history
The brand which we have taken is Apple, currently the top brand of the world. The point which
is intriguing is that how Apple has maintained its equity worldwide. The innovative products of
apple have enabled the company to be a global brand worldwide. Apple Computer, Inc., is a
multinational corporation that creates consumer electronics, personal computers, computer
software, and commercial servers, and is a digital distributor of media content. Apple's core
product lines are the, I phone, I pa.
Media Innovations and its Impact on Brand awareness & Considerationiosrjce
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IOSR Journal of Business and Management (IOSR-JBM) is a double blind peer reviewed International Journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
B Business and Management (Standard Level)
All material taken from the IB Business and Management Textbook:
"Business and Management", Paul Hoang, IBID Press, Victoria, 2007
(1) A brand provides a unique identity for a company's products and creates emotional associations with consumers through marketing efforts like packaging, websites and advertisements. (2) These emotional associations help simplify consumers' choices and build relationships and loyalty. (3) Brands create aspirational lifestyles that consumers want to associate with, allowing brands to extend to new product categories. (4) This allows brands to charge premium prices for products that are otherwise similar, distinguishing them through emotions, relationships and values associated with the brand.
(1) A brand provides a unique identity and emotional associations for products and companies in complex markets where products are otherwise indistinguishable. It simplifies consumers' choices.
(2) Brands create loyalty by developing emotional relationships and building trust between the brand and consumers.
(3) Successful brands establish aspirational lifestyles that consumers want to associate with.
(4) Branded lifestyles allow brands to extend into new product categories, saving costs of developing new brands.
How to get into the hearts of your audience with the emotional branding tacti...Truong Bomi
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01. Draw on basic emotional triggers
02. Design for holidays and seasons
03. Use a powerful combination of imagery and language
04. Design only for your audience
The document discusses various aspects of branding, including the evolution of branding over time, key components of branding like brand equity and brand elements, models for measuring brand equity, and challenges in building brand awareness. It provides examples of how companies develop their brand identity through elements like names, logos, slogans, and positioning strategies. It also outlines the importance of marketing programs and advertising in creating brand value and equity with customers.
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2. 2 | P a g e
Tunis Business School
Paper 1
Principles of Marketing
Topic
Apple Brand: iPhones
Prepared by:
Abderahman Rejeb
Supervised by Ms.:
Izzudin Busnaina
Instructor of Principles of Marketing
Academic year: 2014 - 2015
3. 3 | P a g e
Acknowledgment
This paper has benefited greatly from the
input of the Marketing Management
course.
We greatly appreciate the constructive
suggestions and innovative ideas of our
instructors Izzudin Busnaina and Mohamed
Ennouri.
We appreciate the exemplary support and
commitment given to us.
Acknowledgment
4. 4 | P a g e
Table of content
I. Introduction :........................................................................................................... 5
II. The review of literature :.............................................................................. 7
The brand knowledge :....................................................................................................................... 7
The brand awareness :........................................................................................................................ 7
Statistics and data :............................................................................................................................. 8
Target customers by Apple :............................................................................................................... 9
Advertising and brand enforcement :................................................................................................ 9
Apple image and corporate environment :........................................................................................ 8
III. Conclusion:............................................................................................................... 12
Reference:............................................................................................................................... 13
List of Tables:
FIGURE 1: THE STRUCTURE OF BRAND KNOWLEDGE............................................................................................................ 7
I. Introduction :
owadays, to be successful and to ensure its going concern, the brand awareness and image
are primordial for any company operating around the world. As consumers, we don't
actually pay a great attention to the significance of branding. We just seem to go with the
tide of the mainstream brand names that have become so familiar with our daily life. But the impact
N
5. 5 | P a g e
of a name reinforces the importance of branding when we promote our business. Think about one of
the world's most popular athletic shoe companies, Nike. The importance of branding is demonstrated
by the fact that when the word âNikeâ rings into our ears, we think athletics and "Just Do It." A great
brand name and association has propelled Nike to the top of its industry. Along with above
illustration, we could say that, to large extent, the creation of brand contributes a lot to a positive
prospect of a company, especially for those operating in the technology industry, like Apple. Apple
being one of the most valuable brands in the technology field, its brand reputation pervaded the
world and tapped several markets to be at globally recognizable level. Although most Appleâs
products are still recently developed and they are dated from a close period of time like the
introduction of iPhone in June 2007 (Apple Inc, 2007), still many people and consumers considered
its products notably the iPhone and its accompanying Operating System (iOS) as a breakthrough.
Based on the importance of brand awareness and brand image to the companyâs survival and
carrying with the curiosity to the success ingredients of Apple business as a dominant global player
in several product categories and among them are the iPhones , we manage to investigate to what
extent the consumers know about the brand of Apple (brand awareness) and what kinds of
perceptions people have about the brand as reflected by the brand association held in target
customersâ memory (brand image). The paper intends to answer those fundamental marketing
questions:
ï· How does the company create and capture customer value?
ï· How does the company understand and respond to its marketing environment?
ï· How does the company manage its marketing information to gain customer insights?
ï· How does the company understand its customer and design offerings for them?
Regarding the choice of the company, after a long evaluation of alternative smartphones brands in
the world we decided to pick the well-known international company Apple. Despite of being the
international brand, the value embedded into the Apple iPhones contributes hugely to the companyâs
prosperity. Therefore, we think Apple brand fits our research perfectly. The company has built a
strong brand on a quality product and unique features. Its brand has allowed it to transcend its core
business and spread through more profitable licensing deals and innovations, which have made the
competitive advantage so strong in high-tech industry. Apple makes great strides in building a
worldwide brand. It has so much to offer, importantly its locations, consumers, brand image and a
distribution network. Apple is no longer satisfying the need of getting a smartphone, but it is selling
a lifestyle and allowing consumers to trade up and feel their aspirations for a better life. Apple is not
merely a high-tech manufacturer but rather a media property with an intrinsic value to brand
6. 6 | P a g e
partners. It has developed an emotional attachment and strong ties with its customers and restored the
connections with its customers who have its products generally and its iPhones particularly.
Talking about the audience we are aiming to, we consider that Apple has great deal with its brand
awareness and image. The results of our research can be used by this specific audience in order to
have a frame of reference on which they can hinge on their future decisions about buying one of
Appleâs products. Moreover, an academic audience such as marketing students and followers could
be also interested in improving their knowledge about the chosen topic. This target group might find
our work useful to deepen their knowledge with this topic, and use the paper as a starting point for
further related studies. Lastly, we wish our research paper to be informative and to reach the interest
of our readers.
II. The review of literature :
The brand knowledge:
brand can be referred as "a name, term, sign, symbol, or design, or combination of them which
is intended to identify the goods and services of one seller or group of sellers and to differentiate
A
7. 7 | P a g e
them from those of competitors" (Kotler ,1991, p. 442). In addition, brand knowledge can be defined
as consisting of a brand node in memory to which a variety of associations are linked. Based on the
Kellerâs model of brand knowledge, there are many important dimensions that distinguish brand
knowledge and affect consumer response and they consist of the awareness of the brand (in terms of
brand recall and recognition), the favorability, the strength and the uniqueness of the brand
associations in customer memory. These dimensions are affected by other characteristics and
relationships within the brand associations. For instance, factors related to the type of brand
association such as its level of perception and qualitative nature affect considerably the favorability,
strength, and uniqueness of brand associations. The structure of brand knowledge model is
depicted by the schema underneath:
Figure 1: The structure of brand knowledge
The brand awareness:
Brand awareness consists of brand recognition and brand recall performance. Brand recall relates to
consumers ability to retrieve the brand when given the product category, the needs satisfied by the
product, or some other type of probe as a cue. In other words, brand recall requires that consumers
correctly recover the brand from memory (Keller, 1993). Brand recognition refers to consumers'
ability to regain the prior exposure to the brand when going through the brand as a cue. In other
words, brand recognition requires that consumers correctly distinguish the brand as having been seen
or heard previously (Keller, 1993).
Brand awareness impacts and shapes in an outstanding way the consumer decision making for three
major reasons. First, it is important that consumers think of the brand when they think about the
8. 8 | P a g e
product category. Raising brand awareness increases the likelihood that the brand will be a
member of the consideration set (Baker et al., 1986; Nedungadi, 1990). Second, brand awareness
influences decisions about brands in the consideration set, even if there are essentially no other brand
associations. For instance, consumers have been deemed to adopt a decision rule to buy only
familiar, common and well-established brands (Jacoby, Syzabillo, and Busato-Schach 1977;
Roselius, 1971). Third, brand awareness affects consumer decision making by influencing the
formation and strength of brand associations in the brand image. A necessary condition for the
creation of a brand image is that a brand node has been established in memory, and the nature of
that brand node should affect how easily different kinds of information can become attached to the
brand in memory (Keller, 1993).
The Statistics and data:
Figure 2: Net Sales by operating segment and units sales by product during 2016, 2015 and 2014 (Dollars in millions
and Units in thousands)1
According to the abovementioned annual report and statistics, Apple sold approximately 212 million
iPhones valuing a net sale of $ 136700M. Furthermore, the observation of the Fortune Global 500
Ranking System (www.fortune.com, 2017) revealed that Apple is considered as the worldâs biggest
technology company in function of its revenues and market share.
Target Customers by Apple:
1
https://www.statista.com/statistics/276306/global-apple-iphone-sales-since-fiscal-year-2007/
9. 9 | P a g e
A firm cannot achieve a strong competitive advantage if there is not a good targeted market for its
products. Apple takes into consideration the marketing to a variety of people with different
characteristics. Thus, there is this classification of classes and Apple marketing strategy is hinged on
focusing specifically on the upper and the middle class due to their willingness to pay slightly high
prices for its products. Besides, statistics and data have shown that Appleâs products and precisely
the iPhones are not constrained to the 18 to 34 year old demography but also other consumer from
different age range are enthralled and seduced by its products (Patentlyapple.com, 2010).
Advertising and Brand enforcement:
Apple follows a marketing strategy that aims to enforce its foothold. Its strong brand tends to be the
result of products that meet high quality standards. It also deploys intensive and innovative
marketing activities by investing heavily into the creation of its brand. In fact, Apple allocated an
important advertising budget and spent huge sums of money for advertising over the past several
years. In 2009, the company spent over than $501million in advertising (Nudd, 2011).
Brand awareness consists of brand recall and brand recognition. Considering the brand recallâs
definition, that is the consumersâ ability to retrieve the brand when given the product category, the
needs fulfilled by the category or some other type of probe as a cue (Keller, 1998). Appleâs products
in general and iPhones in particular have been always conceived as a synonym of innovation in the
public mind (Cohan, 2012). Consumers are deeply satisfied and interested in the impeccable,
prestigious and technologically fashionable products and this contributes largely to the expansion of
the brand recall into depth of recall (the percentage of people who know the brand) and the width of
recall (the cues that lead to brand recall).
{} (Our own illustration)2
Figure 3: The Apple and its competitors market share in the world
Apple image and corporate environment:
2
Based on the results found in gs.statcounter.com/vendor-market-share/mobile
10. 10 | P a g e
Operating in high-tech industry is plenty of challenges and threats. Although Apple gained a
competitive advantage, the company is facing many deeply rooted and entrenched innovative
competitors. According to the figure 3, we can observe that Samsung is a strong competitor of Apple
along with Huawei. Apple maintained strong foothold in the US market by realizing 54% of the
market share and this is an advantage over the other brands. The country of origin represents in this
case the brand identity and Apple has counted strongly on this competitive advantage to reinforce
more its brand, market positioning and increase its sales volume. However, the company maintains a
lower market share in smartphones compared to the Samsung and Huawei brand in other markets
notably the Tunisian and the Egyptian market (approximately half of the Samsung market share in
the previous stated countries). This is explained by the growing nature of the technology industry
that paves more chances to companies to join the high-tech industry and produce to markets from all
parts of the world.
Brand image is as shown in the Kellerâs model is detailed to a greater extent within the model
because of its more complex nature. During the design, we basically refer to Keller model that
involves type of brand association, favorability of brand association, uniqueness of brand
association, and strength of brand association. The column of type of brand association is categorized
into product-relate attributes and non-product-relate attributes which possess of two sub-column,
user imagery and usage imager. The other two branches under the type of brand association are
attitude and benefit which are detailed to a deeper extent, like functional, experimental, and
symbolic. Then excluding the strength of brand association, the rest two categories, uniqueness of
brand association and favorability of brand association, are under consideration as well. Based on the
original model, we consider the deletion of the strength of brand association. Because this issue is
mainly about the channels through which the information is printed into consumer memory, and then
make these information transferred into the brand image and stored into customersâ mind (storage).
Otherwise, itâs more about the process of brand communication which is beyond our main purpose.
In the context of Apple brand image, the iPhone is immediately recognizable and no one is unable to
distinguish it from some other smartphones. The brand image is well considered amongst most
consumers. Furthermore, the company maintains a product with strong brand image and culture
shifting effects and consequently this increases the potential consumer confidence and convinces
them to purchase (Ahmed, 1991, p.25).
In summary, Apple maintains strong ties with its customers and in return they are so loyal (Goldmen
Saches, 2012, 88). The aim of the company is to retain loyal customers, to focus on after-sale
services and to improve customerâs experience. The company market share is expanding under the
11. 11 | P a g e
leadership of Tim Cook and also its products continue to spread and to create a new demand with
iCloud and Siri (Meyer, 2012).
III. Conclusion:
Someone once observed: " There are three kinds of companies who make thing happen ,those who
watch things happen ,and those wonder what's happened " . Many companies consider the marketing
environment as uncontrollable and turbulent elements to which they must react and adapt. They
passively accept the marketing environment and don't try to change it. They analyze the
12. 12 | P a g e
environmental forces and design strategies that will help them to avoid the threat and take advantage
of the opportunities the corporate environment provides them with.
This is may not always be true for Apple. In fact, the company reacts proactively in a turbulent
environment. Though there are many entrenched competitors in the mobile phone industry, the
company has succeeded to create customer values by attributing its products to specific segments and
ensure high quality of mobiles with competitive prices that is by combining the cost leadership and
the differentiation strategies.
Information is the lifeblood of any company. As for Apple, to manage its marketing information is
one of the most important aspects of its business operations. To ensure the flexible flow of marketing
information, the company focuses on its customer preferences, behaviors and attitudes as a primary
concern.
Frequently, the customers do not know exactly what they want and what they look for. Thus, Apple
is usually available to shape their insights and provides them with products that highly satisfy their
desires and needs. The company merely tried to understand what will get people excited about its
products and then it executes its vision (Enderle, 2004).
A companyâs ability to manage flexible market offerings successfully rests on its understanding of
the value each component of an offering creates as well as its associated cost. The mentioned
statistics prove that Apple takes into consideration many aspects such as prices, post-purchase
reactions, and brand loyalty to tailor its products to customer delight. Overall, an understanding of
how customers value those componentsâand what they cost the company to deliverâenables Apple
to identify and eliminate what we call value drains and retain more and more their customers.
References
Aaker, D.A. (1996). Building Strong Brands. New York: The Free Press, A Division of Simon &
Schuster Inc. Aaker & Jacobson (2001).
13. 13 | P a g e
Ahmed, Z. (1991). The Influence of the Components of a Stateâs Tourist Image on Product
Positioning Strategy. Tourism Management 12: 331-340.
Baker, William, J. Wesley Hutchinson, Danny Moore, and Prakash Nedungadi (1986), "Brand
Familiarity and Advertising: Effects on the Evoked Set and Brand Preferences," in Advances in
Consumer Research, Vol. 13, Richard J. Lutz, ed. Provo, UT: Association for Consumer
Research,637-42.
Enderle, Rob. (2004). HPâs iPod will Outsell Apple. The Mac Observer.
Goldmen Saches (2012). Annual report, p 88.
Keller L.K (1998). Strategic Brand management; Building, Measuring, and Managing brand Equity,
New Jersey.
Jacoby, Syzabillo, & Busato-Schach (1977). Branding and Brand Equity, 130-161.
Meyer, Christopher. (2012). Strategic Innovation: Appleâs Business Strategy.
PatentlyApple. (2012). www.patentlyapple.com.
https://www.statista.com/statistics/276306/global-apple-iphone-sales-since-fiscal-year-2007/
http://beta.fortune.com/global500/list/filtered?sector=Technology
gs.statcounter.com/vendor-market-share/mobile