Getting into the mind of the consumer in order to promote a product is not an easy task, and there are various aspects of marketing communications that have to be taken into account in order to excel in the positioning of a brand. According to Interbrand’s annual Top 100 Best Global Brands report, Apple has done just this, becoming the world’s number one brand.

In addition, Interbrand’s global CEO, Jez Frampton, stated that “Apple continues to respond to emerging needs, improve its products, and break new ground in design and performance.” [1] These are aspects reflected on the brand’s points of difference, their “all day” MacBook Air battery life guarantee and innovative iOS 7 system, allow for “legions of adoring fans, as evidenced by the record-breaking launch of the iPhone 5c/5s.” Apple also seems consistent with their value proposition of being environmentally committed, planning to “achieve 100 percent renewable energy for its data centers and facilities worldwide.”

Indeed, just as Victor Ho states in his blog, I too did not foresee Apple’s success in the release of their iPhone 5c. Nonetheless, as 2013’s world number one brand, they seem to have a clear idea on their consumer’s perceptions and their brand’s positioning.

Sources:

1. Interbrand. “Interbrand – Best Global Brands 2013 – Apple.” Interbrand – Best Global Brands 2013 – Apple. N.p., n.d. Web. 02 Oct. 2013. <http://www.interbrand.com/en/best-global-brands/2013/Apple>.

2. Molina, Brett. “Apple Dethrones Coca-Cola as Top Global Brand.” USA Today. Gannett, 30 Sept. 2013. Web. 02 Oct. 2013. <http://www.usatoday.com/story/tech/2013/09/30/apple-best-global-brand/2894841/>.

3. Ho, Victor. “Victor’s Blog.” Victors Blog. N.p., 02 Oct. 2013. Web. 02 Oct. 2013. <https://blogs.ubc.ca/hovictor/2013/10/02/apple-vs-coca-cola/>.