Apple Brand Failure

Contents

Introduction 2

According to Interbrand (2016), Apple is the top brand worldwide. Why does this brand command so much respect? 3

What makes a strong brand? How would you measure brand equity? 4

What does it take for a brand (such as Apple) to become the number one brand in the world? 6

Identify the top three brands in the world today (visit www.interbrand.com) Examine the Interbrand website and the websites of these three brands for indicators of their brand strength. For each brand, discuss the factors that have contributed to building these successful brands 7

Conclusion 8

References 9

Introduction

This Report is going to look at different aspects of product branding while looking at brands such as apple

How would you measure brand equity?

“A brand is created by augmenting a core product with distinctive values that distinguish it from the competition” (Jobber, 2010). A combination of all or some of these 7 factors, Quality, Positioning, Repositioning, Long term perspective, Internal Market, Being first and well blended communications are important.

Quality

It is vital that the core product achieves the basic functional requirements and that quality is built into the core product. One of the main reasons for brand failure is its incapability of getting the basics right. According to (Jobber, 2010), once a brand is associated with quality then it forms a formidable barrier of entry for competitors to prevail over.

Positioning

Creating a distinct position in the market place involves an attentive and mindful choice of target market and establishing a clear differential advantage in the minds of the consumers through factors such as Brand names and image and design. The strength of a brand position is built on 6 elements according to (Jobber, 2010) which include, Brand Domain, Brand heritage, Brand values, Brand assets, Brand personality, and brand reflection. Brand domain is in relation to the target market and the other 5 elements about creating a clear differential

The brand strategies and choices include family brand names, individual brand names and also combination brand names. The criteria for which to choose the brand name are that the name evokes positive associations and is easy to pronounce, be distinctive and not infringe an existing name. Rebranding is risky and a decision that should take some thought as well-known brands run the risk of customer confusion (Jobber, 2010). Reasons for rebranding include merger or acquisition, corporate strategy changes, create new image or position in marketplace or legal problems. “Brand extension is the use of an established brand name on a new brand within the same broad market” (Jobber, 2010). In apples case the extension of apple iPod from the Classic to the Nano to the Shuffle to the iPod Touch, the extension gives the brand the opportunity to meet diverse needs of consumer. “Brand stretching is when an established brand name is used for brands in unrelated markets” (Jobber, 2010). In apples case they have stretched the brand from originally being just computers to smartphones and music players etc. There are 2 types of co-branding, product based co-branding and communications co-branding. There are two types of product based co-branding parallel co-branding which is when two