The Branding Strategy for Apple-Free-Samples-Myassignmenthelp.com

Questions: 1.What is the Apple brand Value Proposition? 2.What is the Apple brand Positioning? 3.What is the Apple Brand Strategy Vs Its Competitors?+ Is the strategy always consistent? 4.Does the Apple brand really provide distinct characteristics/benefits? If Yes, How does the brand work the differentiation to be perceived as different? Answers: 1.The value proposition ranges among various elements. One of the key value propositions is offering unique and distinctive experiences. All the Apple products are being built on believe that they will not just be the bunch of various updated features and technologies like their competitors (Osterwalder et al., 2014). Rather they are being offered as a simple to use and aesthetic device. Thus, the design being inherited by Apple in their products is unique and distinctive, which set them apart from their competition. Another value proposition being offered by Apple is the user experience. While, other competitors are more concentrating on enhancing the utility of their products, Apple is more into enhancing the user experience of their products (Kotler Keller, 2016). This enables the Apple users to have a distinctive image in the crowded market of electronic gadgets. All these value propositions help them to be a premium player in the niche market. 2. Low price The above positioning map of Apple is being created in order to define the brand positioning of them. Apple has positioned their products as a more aesthetic and lifestyle products rather than competing in the crowded market with offering more features. Moreover, Apple is being positioned as premium player targeted towards the niche market (Kapferar, 2012). Thus, according to the requirement and preference pattern of the top of the pyramid customers, Apple is being positioned as more lifestyle and innovative product than being a feature rich device. Figure: 2 The economic pyramid According to the above portrayal of the economic pyramid, Apple is being positioned for the top of the pyramid. Thus, they are catering to small amount of niche market around the world. 3.The branding strategy for Apple is different and distinctive compared to its competitors in the market. This is due to the reason that, the branding strategy of Apple concentrates more on emotions of the customers. They promote their products as a lifestyle product, which will be innovative along with having great aesthetic values. Thus, the products are being promoted in such a way that, brand personality of Apple is being promoted as lifestyle products rather than being a mere electronic device (Jian Wang et al., 2012). This also made the customers believe that owning any Apple products will enhance their social status and standard. Thus, the branding strategy of Apple is not limited to promoting the features of the device rather than associating it with the lifestyle of the customers. On the other hand, major competitors of Apple are more concentrated towards offering more features in their products along with offering the products in different variants. Thus, the branding strategy of the competitors is more products oriented rather than consumer oriented approach of Apple. The branding of the products of Apple is more concentrated towards the identifying the imagination and aspirations of the customers (Strebinger, 2014). The branding strategy of Apple has been evolved with time but the basic objective and approach remained same and consistent. This is due to the reason that, from the introduction of the first product of Apple, they are concentrated towards innovations and lifestyle branding strategy. Accordingly, they have introduced new products in the market, which will suit the current market requirements along with maintaining the basic objectives of branding by targeting the aspirations of the customers. 4.If the analysis is being by comparing the basic utilities of the products of Apple and their competitors, then there is nothing difference among them. However, still Apple as a brand provides distinctive benefits compared to their competitors. The first aspect of differentiation between Apple and others is the brand personality. For instance, if the customers are using the products of Samsung, then they will have the opinion that, they are using devices having updated features and latest technologies and having cost affordability. However, on the other hand, customers using the products of Apple will have the opinion that, they are using luxurious products, which will enhance their social status regardless of the features in the device (Ries Ries, 2002). Thus, Apple as a brand is deviating the brand personality of the customers from determining the basic features to determining the standard and social aspirations. In terms of pricing also, branding of Apple is differentiating them from other products. This is due to the reason that, during the initiation of the buying process, customers tend to relate the pricing of the products with their offered features and quality. However, branding of Apple motivate the customers to pay more price without determining the features of the devices. Thus, Apple as brand is making the product features and characteristics secondary. References Jian Wang, Y., Hernandez, M. D., Minor, M. S., Wei, J. (2012). Superstitious beliefs in consumer evaluation of brand logos: Implications for corporate branding strategy.European journal of marketing,46(5), 712-732. Kapferer, J.N., 2012.The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers. Kotler K Keller, K., (2016) Marketing Management, 15th Global Edition Pearson Prentice Hall Chapter 10 crafting the brand experience. Osterwalder, A., Pigneur, Y., Bernarda, G., Smith, A. (2014).Value proposition design: How to create products and services customers want. John Wiley Sons. Ries, A. Ries, L. (2002).The 22 immutable laws of branding: How to build a productor service into a world-class brand. New York: Harper Business. Strebinger, A. (2014). Rethinking brand architecture: a study on industry, company-and product-level drivers of branding strategy.European Journal of Marketing,48(9/10), 1782-1804.