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Apple's Branding Strategy

时间：2023-01-15 00:21:01 下载该word文档

Apple'sBrandingStrategyAppleInc.usestheApplebrandtocompeteacrossseveralhighlycompetitivemarkets,includingthepersonalcomputerindustrywithitsMacintoshlineofcomputersandrelatedsoftware,theconsumerelectronicsindustrywithproductssuchastheiPod,digitalmusicdistributionthroughitsiTunesMusicStore,thesmartphonemarketwiththeAppleiPhone,andmorerecentlymagazine,book,gamesandapplicationspublishingviatheAppsStoreforiPhoneandtheiPadtabletcomputingdevice.Formarketers,thecompanyisalsoestablishingaverystrongpresencetorivalGoogleintheadvertisingmarket,viaitsAppsbusinessandiAdnetwork.
SteveJobs,Apple'sFounderandChairman,hasdescribedAppleasa"mobiledevicescompany"-thelargestoneintheworld(Apple'srevenuesarebiggerthanNokia,Samsung,orSony'smobilitybusiness.ForseveralyearsApple'sproductstrategyinvolvedcreatinginnovativeproductsandservicesalignedwitha"digitalhub"strategy,wherebyAppleMacintoshcomputerproductsfunctionasthedigitalhubfordigitaldevices,includingtheAppleiPod,personaldigitalassistants,cellularphones,digitalvideoandstillcameras,andotherelectronicdevices.Morerecently,thefullimpactofaverywellthroughtoutbrandstrategyhascomeintofocus-andoneinwhichcustomerexperienceiscentral
Apple'scorecompetenceisdeliveringexceptionalexperiencethroughsuperb

userinterfaces.Thecompany'sproductstrategyisbasedaroundthis,withiTunes,theiPhonewithitstouchscreen"gestures"thatarere-usedontheiPad,andtheAppleAppsstoreallplayingkeyroles.
TheAppleBrandPersonalityApplehasabrandingstrategythatfocusesontheemotions.TheApplebrandpersonalityisaboutlifestyle;imagination;libertyregained;innovation;passion;hopes,dreamsandaspirations;andpower-to-the-peoplethroughtechnology.TheApplebrandpersonalityisalsoaboutsimplicityandtheremovalofcomplexityfrompeople'slives;people-drivenproductdesign;andaboutbeingareallyhumanisticcompanywithaheartfeltconnectionwithitscustomers.AppleBrandEquityandApple'sCustomerFranchise
TheApplebrandisnotjustintimatewithitscustomers,it'sloved,andthereisarealsenseofcommunityamongusersofitsmainproductlines.ThebrandequityandcustomerfranchisewhichAppleembodiesisextremelystrong.ThepreferenceforAppleproductsamongstthe"Maccommunity",forinstance,notonlykeptthecompanyaliveformuchofthe90's(whenfromarationaleconomicperspectiveitlookedlikeadeadduckbutitevenenablesthecompanytosustainpricingthatisatapremiumtoitscompetitors.Itisarguablethatwithouttheprice-premiumwhichtheApplebrandsustains

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