 |
Apple's Consumer Based Branding Model
Excerpts
CREATION OF THE BRAND
Branding of a small emerging business was very important to communicate to the customers what the company believed in and how the products were different from the ones available in the market. Passing of inaccurate information to the customer about the company or the product could spoil the image of the company. Apple’s communication with customers as a new player and small player in the market was done through various advertising campaigns. In October 1983, the company published an 18-page brochure “Macintosh Introduction” which described Apple with explanatory pictures... |
|
BRANDING "INNOVATION"
Apple’s success was often attributed to the company’s ability to come up with innovative products. Some of the Apple products like Mac, the iPod, and the iPhone became immensely popular and the company gained a reputation for inventiveness. Apple was ranked the top innovative company in the world for 5 consecutive years from 2006 to 2011 in the list compiled by Business Week.
EMOTIONAL BRANDING
Some industry experts opined that the success of Apple’s products was due to the brand value the company had created among its customers irrespective of the quality of the products. The emotional connect the company had established with people over a period of time had created a cult following among customers...
THE CULT FOLLOWING
Apple developed a cult following for its products among customers. People used to stand in long queues outside the Apple Stores and wait for them to open so that they could buy the latest Apple product before others did. Experts compared the kind of following the company generated to a religion...
HIGH EXPECTATIONS AHEAD
Apple announced that a new product would be launched on March 02, 2015. Experts cautioned that the kind of brand loyalty and high expectations the company had built up for its products could become a thing to worry about if the quality of the product did not live up to the expectations of the customers...
EXHIBITS
Exhibit I: Apple – Device Sales
Exhibit II: Apple – Revenue & Profit
