Apple As A Brand Case Study

Introduction

Before beginning to discuss what makes a strong brand or how a brand becomes the number one brand there must firstly be a clear definition of what a brand is. A brand is defined as a name, term, sign, symbol or design, intended to identify the goods or services of a seller. Essentially a brand is something unique intended to differentiate your product from that of your competitors. In today’s marketing world where we are inundated with new products everyday branding is undeniably important. For a company branding is the main way to achieve a sustainable competitive advantage.

Questions:

1. According to Interbrand (2016), Apple is the top brand worldwide.

Apples core value or belief is technology; they aim to always be at least two years ahead of their competition. Apples recent tag line for the IPhone 6s is “the only thing that’s changed is everything” This message demonstrates perfectly exactly what apple stand for. Apple as a brand is about constant change and improvements and this is consistent throughout all their messages. Apples mission statement is “We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. We believe in the simple not the

Promotional activities need to create clear position in minds of target audience. Apple has consistently positioned themselves as a premium brand at a premium price (Harvey, 2016). Internal marketing: - To build a successful brand internal marketing is just as important as external marketing. Staff must understand company ethos on which the company brand is built. Positioning: - In simple terms brand positioning is the process of positioning your brand in the minds of consumers. Positioning is essential to create a build a successful brand and brand image. Brand names and logos can help especially establish clear differential advantage in minds of consumers. The three top brands in the world all have clear and catchy names and logos. All consumers can identify each of these companies simply from their logo. Long term perspective: - Generating awareness, communicating brand values and building customer loyalty usually takes many