Apple Brand Performance Essay

773 Words4 Pages
Moreover, in terms of brand performance, I do not think of Apple as the most durable products. This is the fourth time my screen had smashed into pieces, and every time I had to pay $160 to fix it. After looking at the iPhones, I also figured out that Apple has limited design in its product. The new iPhone 7 is very similar to iPhone 6, and only comes in two sizes. This is a disappointment for many Apple fans that have waited a year and expected huge technological transformation. Furthermore, a threat to Apple is its reputation regarding the factory workers in China. Apple manufactures most of its product in China, where cost of production is low. Apple was heavily criticized for the working condition in Foxconn in China, as many workers committed…show more content…
A company with high brand equity such as Apple should be careful in dealing with shortcuts and taking a risk at its reputation. Loyal customers do not only expect good quality products from Apple, but they would also like it if Apple performs corporate social responsibility. If the exploitation of workers continues, this could really hurt the brand image and reputation of Apple. Apple has already succeeded in creating high brand equity and brand awareness, but every company is always finding ways to improve. In terms of customer relationship, Apple has also excelled in it since all of the employees are extremely generous and friendly. However, I do notice that the employees only responded more to people who have appointments, or those who are buying a product. The rest of the consumers are left wondering alone at the store, without assistance from the staff. This could be improved by sparing some people to engage with prospective…show more content…
It has succeeded in gaining brand awareness and even brand resonance, which most brands are unable to do so. Apple has positioned itself well in the minds of the consumers and has also created a brand image to be user-friendly, reliable and trendy. There are several strengths and weaknesses for the brand, but the former far outweighs the latter. Despite the long wait for my appointments, my experiences in the retail store were highly enjoyable because I felt connected to the brand, the products, and the people. Even for an established brand like Apple, I have pointed out several improvements during my visit that could be implemented, such as having more staffs in engaging with prospective customers and creating loyal programs to hold on to existing customers. Finally, as a loyal customer of Apple, I would continue to support that brand and promote it through
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