Evaluating Brand Elements In order to ensure the success of a brand the company must put lots of planning and thought into the brands elements. The three brands I have chosen to examine in this branding exercise are Apple, Coca-Cola, and Target because they demonstrate many of the criteria used to evaluate brand success. Apple’s brand name enhances brand recall and is memorable because of its simplicity and it has a higher transferability than other brands because it’s name is not a made up word that would be hard to translate into other languages. Apple.com has good memorability because the website shares the brand name and comes up right away when you search. Likability is also strong the website has a modern appearance and is easy to navigate. The Apple logo is also a major point in the brand because of its memorability, as soon as you see the apple you know what brand of product it is. The logo has been redesigned over the years from the multicolor apple to the solid colored one that is used today. Even though the …show more content…
In addition, its simple and easy to remember, when you see it you know what it is. Due to their logo having strong enough brand recognition the symbol stands by itself and can be easily transferred across languages and cultures. Target’s character, the target dog has been seen in many memorable ads and is even a statue in some stores. The likability of the target dog is strong because it is unique to the brand and it is often also seen in ads with kids and doing something cute. Protectability for characters is easier because they are often unique and cannot be directly copied by some other brand. If the dog was just a normal bull terrier it would not stand out and could be copied. Due to the Target logo seen around it’s eye it would be nearly impossible for some other business to use the dog for their
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
When the artists designed Target’s logo they thought about the usage of symbol, typography, word and image. The logo simulates an actual target with the use of a simplistic bullseye as the symbol and it embodies the idea that, “Yes, this is the place I want to shop at!”. Its trademark is distinctive and influential which makes it memorable to people around the world and is easily recognizable as the company’s symbol. Typography also plays a key role and the designer choose Helvetica Neue Bold font to clearly display the word “Target”. Target is written in all caps and graphically bolded to make the word stand out. The minimal text and Target logo are cohesive because they are both colored
19). Apple.com states their commitment to the environment as well and their value of inclusion and diversity (Apple.com, n.d.). Apple continues to be profitable and also seeks to make the world a better place.
In today 's era, there are a lot of companies that provide services all around the world that benefit everyone. Some of those companies provide only internet, while others provide that and/or the device used with the internet. One of the most popular companies that exists as of today is the Apple Company. The Apple Company was founded back in 1976 and its main thing was to create and produce computers and other electronics such as music players, cellular phones, and other merchandises. But the company became quite known, and as of today, it sells from just phone cases to televisions.
Apple (or “Mac”) is a very famous company, which is proud of its brand. It has went through quite a history, with its logos, inspiration and designs. Steve Jobs, as we know, is one co-founder of Apple and we know that he was handling the marketing, but he also managed the logos and designs of his products. Steve Jobs did not get all these ideas without inspirations.
Apple Inc. is a worldwide company that is one of the most valuable brands to ever be founded. As of today, the company is worth a staggering $786 billion! The reasons behind this giant company’s success is through their products that they sell. All their products are very well made and the customer loyalty is very stable. Apple was founded by Steve Jobs and Steve Wozniak in 1976. They incorporated the company in 1977. For more than three decades, Apple was predominantly a company that sold personal computers including the Apple II, Macintosh, and the Power Mac. Steve Jobs was fired from the company in 1985 because of the poor sales and low market share that the company was facing. During that time, Apple started to be more of the innovators. Because Apple was starting to make enough money to start acquiring smaller companies that benefited the company, Steve Jobs’
Apple is one of the leading brands of technological devices, which is headquartered in California. It invents and sells both hardware and software products. The well-known hardware products include iPhone the smartphone, iPad the tablet, Mac the computer, and iPod the media player; and the famous software includes iOS system, iTunes, Safari, and iCloud. There is no doubt that Apple has been paying loads of effort behind its succeed, and the factors will be investigate below.
Brand Guidelines Tim Russert Department of Communication & Theatre - John Carroll University Team: Megan Stechler, Ryan Dadich, Rose Dolan, Ruth Klein & Mason Cross Brand Vision Brand Vision is the foundation of brand building and the strategic planning process. David Aaker, organizational theorist and professor at University of California Berkeley, defines brand vision is “an articulated description of the aspirational image for the brand; what you want the brand to stand for in the eyes of relevant groups” (Aaker, 2014, p. 25). Through brand vision, a brand is able to build a strong foundation, plot its future path, and add proof points to define its identity. The core elements represent the essence of a brand, highlighting the most important
to reflect its shift to products that go beyond computers. With its string of successes and escalating stock price, its corporate image continues to rise. Next is positioning, Steve Jobs learned how to create effective branding platforms. Gone are the numbers and letters that caused confusion from the Apple II and III days. Instead there are the i-Platform products that are neatly designed in an attractive package to hook up with the Internet. They all begin with “i” and end with a single syllable word such as iPod, iPhone, iPad, iMac, iTunes, iBooks, and iCloud. For higher-end computers, Apple uses platform names such as the MacPro, MacBook, MacBook Air, and MacbookPro. For OSX operating systems, Apple has been using the names of ferocious cats. All products use what he call a combine strategy. They incorporate the Apple corporate brand and prominently display the Apple logo facing inward toward the user and outward to market them to the outside world. Each product has its own identity with little or no overlap between the models, thereby minimizing any cannibalization. Since products are unique to Apple, they give the company a huge positioning advantage. Besides that, products use the highest quality materials and industrial design with finishing details only found in finely crafted products even though they are mass-produced. The hardware and software
Universally, a brand is a set apart representation that represents a product's ability to stand out (Ghodeswar, B. M., 2008, 17(1), 4-12). Comparatively, every single business use logos, marks, or names, to differentiate its products from others. Moreover, our corporation produces vanilla-white yogurts with the brand name of Delightful yogurts and it was their very first product to enter the marketplace. The Delightful yogurts popularity grew better than expected in the marketplace, thus becoming a household brand name; this leads the Delightful yogurt corporation to perform a brand extension of its yogurts. Therefore, the corporation launched a variety of flavors and colors that included Banana Berry-yellow, Kiwi Lime-green, Mango Tangelo-orange,
In fact, about this business one can easily write a few weighty books. Without exaggeration, we can say that Apple is one of the brightest technology companies that appeared in the 70s of the last century. Due to innovative technology and aesthetic design, Apple Inc. has established a unique reputation comparable to the cult in the consumer electronics industry. In 2014 the company was ranked first in the world by market capitalization. The concept of the brand is built around the slogan 'Think different’ (Linzmayer, 2004).
The Apple brand name is a household name, the brand value of Apple, Inc. improved to $13,724 million in 2008 from $11,037 million in 2007 (Datamonitor PLC, 2009). Apple is different from its competitors because it produces high quality products, its products are also unique and attractive and this has helped to increase its market shares. Since Apple is known globally, 54% profits come from foreign markets (Datamonitor PLC, 2009). Apple products are easy to use and carry around, majority of its products are light, small and very easy to carry around and it has a major advantage of product diversity, there is something for every one of all ages.
A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory of Cadbury in terms of the customer-based brand equity (CBBE) model.
Thanks to my fascination with PepsiCo and partly because this is an assignment, I went online and search for some of PepsiCo’s most successful and ongoing marketing campaigns and strategies. During my research I noticed several daring marketing strategies Pepsi employed throughout the years. For example, gaining the support of Michael Jackson in the 1980’s and latest gaining the endorsement of global pop star Beyoncé.
This is, in part, due to the reputation that the company has created. Apple Inc. continually releases innovative products and works to maintain a technological advantage over industry competitors (Marino et al, 2010). Since this vision has garnered virtuous market performance in the past, Apple Inc. would obviously continue to flow in this direction. Apple has built an organization on product differentiation. Apple Inc. does not have anxiety regarding product cost. Apple Inc. has a market presence commanded from product distinction and design (Gamble & Thompson,