Apple Branding Strategy Essay examples

3807 Words Oct 22nd, 2013 16 Pages
Apple's Branding Strategy
Apple Inc. uses the Apple brand to compete across several highly competitive markets, including the personal computer industry with its Macintosh line of computers and related software, the consumer electronics industry with products such as the iPod, digital music distribution through its iTunes Music Store, the smart phone market with the Apple iPhone, and more recently magazine, book, games and applications publishing via the AppsStore for iPhone and the iPad tablet computing device. For marketers, the company is also establishing a very strong presence to rival Google in the advertising market, via its Apps business and iAd network.
Steve Jobs, Apple's Founder and Chairman, described Apple as a "mobile
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Apple Brand Equity and Apple's Customer Franchise
The Apple brand is not just intimate with its customers, it's loved, and there is a real sense of community among users of its main product lines.
The brand equity and customer franchise which Apple embodies is extremely strong. The preference for Apple products amongst the "Mac community", for instance, not only kept the company alive for much of the 90's (when from a rational economic perspective it looked like a dead duck) but it even enables the company to sustain pricing that is at a premium to its competitors.
It is arguable that without the price-premium which the Apple brand sustains in many product areas, the company would have exited the personal computer business several years ago. Small market share PC vendors with weaker brand equity have struggled to compete with the supply chain and manufacturing economics of Dell. However, Apple has made big advances in becoming more efficient with its manufacturing supply chain, logistics and operations, and it can be assumed that as far as like-for-like hardware manufacturing comparisons are comcerned, Apple's product costs are very similar to those of Dell. In terms of price to the consumer, Apple's computer products have an additional cost advantage: the company does not have to pay another company for operating

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