Branding In The Apple Company

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Branding A commonality among Fortune 500 companies is they can be recognized by their corporate brands and product brands. Branding offers companies an edge over the competition and provides advantages to both the company and the customer. Ferrell and Hartline (2014) identified the advantages of branding as:  Product recognition  Comparison shopping  Shopping efficiency  Risk reduction  Product acceptance  Enhanced self-image  Enhance product loyalty (p. 204) Apple Inc. Apple is a well-known and globally recognized brand. Based in California, the company manufactures tablets, phones, games and software applications. The company’s Mac, iPhone, iPad, and iPod have contributed to the company’s financial success. Castelluccio (2015)…show more content…
Jobs (as cited by Heisler, 2012) explained, We do no market research. We don’t hire consultants. The only consultants I’ve ever hired in my 10 years is one firm to analyze Gateway’s retail strategy so I would not make some of the same mistakes they made [when launching Apple 's retail stores]. But we never hire consultants, per se. We just want to make great products (para. 1). However, the company does observe customers while using the products. Furthermore, the company tracks product purchases and surveys customers. In one such survey responses indicated that “Trust Apple Brand’ (Heisler, 2012) was the reason the customer chose the iPhone over an android. This confirms that brand recognition contributes to business success. This brand trust helps Apple to lead in sales and revenue over…show more content…
Apple differentiates itself several ways. First, through the advanced products and technology that the brand offers. The company’s innovative products and ideas provides the consumer with a value proposition. For example, when the company developed the iPod and iPhone it thought ahead in creating apps and the iTunes music store to go along with the products. Furthermore, the company has established itself as a company that stands behind its products. Customer service is available not only online but Apple stores can be found around the globe. “Besides physical retail store satisfaction, four out of five consumers say Apple’s phone and online support is top notch,” (Inquisitr, 2015, para. 4). Apple utilizes traditional mainstream marketing communications such as television and print advertising. Remarkably the company does not actively use social media platforms as many of their competitors market. The simplicity of its marketing communications has not impeded its
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