It is arguable that without the price-premium which the Apple brand sustains in many product areas persuasive essay example grade, the company would have exited the personal computer business decades ago. In recent years internet disadvantages and advantages essay, this strength in brand preference has flowed directly to Apple's profits - as the company dramatically improved its manufacturing costs, while still maintaining very strong brand equity. In recent years a large part of Apple's strategy seems focused on the Corporate marketplace. The company is careful to maintain its brand values as it engages with corporations: it positions itself as facilitating the use of the individual's devices of choice (primarily iPads and iPhones) in the corporate world so that businesses can innovate and develop new ways of doing business and improving the world around them. Apple also announced a global partnership with IBM in mid-2014 which will see IBM furthering the penetration of iPads and iPhones into large corporates though its IBM MobileFirst initiative. (Similar partnerships with Cisco being announced in 2015, and with SAP in 2016). Apple has a branding strategy that focuses on the emotions. The starting point is how an Apple product experience makes you feel. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. Apple fully understands that all aspects of the customer experience are important and that all brand touch-points must reinforce the Apple brand. The brand promise which the names of Apple Pay and Apple Watch contain is now greater than the halo effect - in a way that would not have been possible 10 years ago. Because the Apple brand personality is now so strong, our expectations are already set, with the products themselves having to live up to the brand promise. Their role is to sustain the brand promise, rather establishing it sample expository essay 5th grade, as many of the i-products needed to. The 2014 move to establish the Apple Pay and Apple Watch brands has in fact drawn its newest business areas to be even more closely associated with the Apple name. There is no iWatch brand, and the brand identity of Apple Music, Apple Pencil, Apple Pay and Apple Watch is simply the Apple logo combined with the word which describes their function. Interestingly how to write a article summary, the brand names of Apple Pay and Apple Watch are consistent with Apple TV - one of Apple's long-term projects that has the potential to transform user experiences in yet another aspect of people's daily lives (an ambition reinforced by being featured in Apple's September 2015 Special Event, and again at Apple's World Wide Developer Conference - WWDC - in mid 2016). The huge promise of the Apple brand, of course presents Apple with an enormous challenge to live up to. The innovative, beautifully-designed, highly ergonomic gcse exams, and technology-leading products which Apple delivers are not only designed to match the brand promise, but are fundamental to keeping it. The overall feeling is one of inclusiveness by a community that really understands what good technology should look and feel like - and how it should fit into people's lives. In the early decades, Apple's brand was very much that of a challenger, bringing easy to use computers to consumers and small businesses in a way that as focused on the needs, individuality, and style of ordinary people, rather than the conformity and technical mandates of big business. Steve Jobs, Apple's co-Founder, described Apple as a "mobile devices company" - the largest one in the world. The company renamed itself Apple Inc. rather than Apple Computer. At the time, this was a significant move, signifying Apple's move beyond being more than a computer company. In 2015 Apple CEO Tim Cook started to ramp-up statements about the company's ambitions to sell to large companies, and Apple's branding strategy is clearly expanding to include business and corporate markets once again. Apple Inc. uses the Apple brand to compete across several highly competitive markets. Apple's brand has evolved as it has expanded its range of products and services. Originally starting in the late 1970s with desktop computers and then laptops in the 1990s, it took over 20 years before the company expanded into its first major new product area with the launch of the iPod in 2001 topics to write a review essay on, followed by iPhone in 2007, iPad in 2010, then Apple Pay and Apple Watch in 2014. Apple has solved all the technical problems of integrating its iOS and OS X products into existing Corporate IT environments. For example, starting in 2009, when Apple announced "Snow Leopard" (the then-latest version of the Apple Mac operating system) it included features allowing Mac computers to fully support Microsoft Exchange. This enables corporate IT departments to support business users who wish to use Apple Macs for their main email clients. Apple's Mac OS X Lion release (in Summer 2011) includes all the functionality needed to use a Mac as a business server. Apple has expanded and improved its distribution capabilities by opening hundreds of its own retail stores in key cities around the world, usually in up-market custom writing services reliable, quality shopping venues. Also, Microsoft continues to bring out advanced versions of Microsoft Office for Apple Mac, and - very significantly - in mid-2008 Apple announced a software upgrade for the iPhone which allows iPhones to be fully supported by Microsoft Exchange email servers. Corporate IT departments can now include iPhones as email clients. Stanford University has published contemporary records and original documents of the marketing strategy for the Apple Macintosh launch in 1984. including the original Apple marketing strategy and the Apple Macintosh product introduction plan written by Regis McKenna. Some years ago thesis statement examples for outlines, Apple's aspirations for the iPod halo effect was was highlighted most strongly when it used the slogan "from the creators of iPod" in its promotion of iMac G5 computers. In this instance, the Apple brand came full-circle - having been built into a branding system that originates in the personal computer market, then leveraged into the consumer electronics market, and then back into the consumer personal computer market. “Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly. We just happen to make great computers. Want to buy one?”. The major functions of an individual’s cognitive systems include interpretation and the ability to process interpretations to execute cognitive activities. Consumer decision-making consists of cognitive processes including interpretation, integration of knowledge, and retrieval of product knowledge from stored memory used in the integration process. Consumer behavior marketing is a core competency of any successful organization in the current business environment. Consumer behavior research is the primary driver at the core of any good strategy, providing actionable insight and ensuring business success. Photo by William Hook In a 2008 study by Duke University, it was reported that the Apple monochromatic logo made individuals more creative and stimulated the brain based on exposure to the logo. Apple does an amazing job of leveraging their brand assets such as the logo and brand messages across all communication channels and products in its ecosystem. Understanding concepts of consumer behavior at a high-level involves a framework to gain actionable insight from consumer research. The wheel of consumer analysis provides a framework to study consumer behavior consisting of: Regardless if you are B2B, B2C, B2G or a hybrid organization you have a target audience, so the information in this post can be applied to any business type. The organizations that have an intimate understanding of their target audience possess a competitive advantage over those that do not. Establishing a one-to-one relationship and thorough knowledge of your target audience is a core responsibility for business in the 21st century and beyond. “Marketing is understanding your buyers really, really well. Then creating valuable products, services, and information especially for them to help solve their problems.” The insight obtained from consumer behavior research is critical in the development of effective cognitive marketing strategies that resonate with the target audience. An understanding of how consumers interpret marketing strategies, the consumer integration process, and activation of product knowledge result in critical insight for Apple. Apple uses this insight to market its products and retain their competitive advantage in the marketplace. For example homework help websites high school, the brand assets especially the brand logo changed in 1998 is sleek and modern chrome color (monochromatic) aligned with the direction that Steve Jobs had for the company upon his return in 1997. The new logo repositioned the brand effectively for a new century in the mind of the consumer retaining the shape of the apple and modifying the rainbow color to chrome creating an affective response from consumers’. The information contained in this post gives you the fundamental concepts of consumer behavior marketing and the Golden Circle theory to help you to adopt them and drive bottom-line results for your business. Consumer research provides specific insight involving affect and cognition, consumer behavior, and the consumer environment that the company can use to reach its target audience effectively guiding the knowledge structure and decision process of the consumer. Now let’s discuss the three areas of the framework. Apple provides an excellent case study of an organization that uses consumer behavior marketing. Apple is an example of how research leads to marketing strategies and tactics to give them a competitive advantage and drive meaningful business results. The Golden Circle theory provides evidence of how most companies communicate in an uninspiring manner. Most companies typically communicate by stating what they do, how a company is different or better, and the expectation from the company of a behavior, such as a purchase. Register to become a member today. You'll get the essential information you need to do your job better, including Thank you for adding to the conversation! This is part of a 50 case study in marketing by Ad Age. It looks at the iPhone 3G in particular, which is still a popular model being used by many iPhone users who chose to stick with it rather than buy the latest release. Because this is a print magazine’s online edition, it does cost money to read the full article. But it is actually a great magazine subscription to have if you are interested in marketing and advertising. Join over 45,000 of your peers and receive our weekly newsletter which features the top trends, news and expert analysis to help keep you ahead of the curve. This well written analysis was done for a Harvard Business Case base in 2008. It looks at how they branded and marked the first iPhone, and the changes that were integrated for different demographics. For example, they look at how the marketing was adapted for consumers in India. Very thorough, this is the one to go to for a glance at how they used Strategic Management models to push their new product. More interested in the way they have managed to establish and grow their brand? This is one element to Apple that has always been fascinating to me. Not because they have been so successful essay on proofreading, but because they had already been well branded before. They actually managed to rebrand their image into something completely new, and this article explores that fact. It also looks at brand loyalty, which is one important part of the Apple success story. People who love Apple really love Apple, and that was always the case to a point. The PC vs Mac debate has raged on for decades, and now it has expanded under the wider banner of their mobile devices. Recommended for You Beloved Brands: Who are we? Apple manages the purchase moment extremely well, especially within their own stores. They allow consumers to play with products right in the store taking them on a “test drive” and get comfortable with how it works. They provide training and a genius bar to offer technical support whether through a class or 15-minute appointment with an Apple expert. The in-store sales colleagues are there as consultants accounting research essay topics, with a very soft-sell approach. We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. Apple’s supporting brand promise is to be on the side of consumers and make things so simple, so intuitive, to think like a consumer not an engineer, so that everyone can feel smarter and feel more engaged. The Apple organization culture is based on the value which Steve Jobs said many times: “You have to start with the consumer experience and work back toward the technology, not the other way around”. There is an urban legend story Jobs told of a boy in the Amazon Rain forest who could not read or write, but figured out how to use the iPad within a few minutes. As Apple is on the side of consumers, they believe that technology doesn’t have to be frustrating. If you have ever banged your fists on top of a computer or printer, then you are the ideal consumer for an Apple product. As Apple has achieved an extremely tight bond with a loyal mass of followers, they use the tight consumer bond to generate power that they quietly wield in the market. Apple’s retail network of stores generates twice the sales per square foot of any retailer in the world, yet it is a very soft-sell environment. I was recently on a double-decker bus tour of New York City, and when the bus went past the 5th Avenue Apple flagship store, half the bus stood up to take a photo. Apple has such a power over the supplier network with an array of engineers following extremely tight procedures. They have a power over the media, generating over $2 billion worth of free media each year. Apple fans want to work at Apple, many times giving up lucrative jobs just to be part of the brand.
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