{"id":32,"date":"2011-09-27T20:41:04","date_gmt":"2011-09-28T03:41:04","guid":{"rendered":"https:\/\/blogs.ubc.ca\/megcomm\/?p=32"},"modified":"2011-09-27T20:46:31","modified_gmt":"2011-09-28T03:46:31","slug":"apple-brand-positioning","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/megcomm\/2011\/09\/27\/apple-brand-positioning\/","title":{"rendered":"Apple Brand Positioning"},"content":{"rendered":"

This blog entry by Cole Routtenberg<\/a> is relevant to what we learned today in class because it illustrates how Apple continually seeks to position itself at the “technological top”, targeting “impatient consumers who find themselves willing to pay a substantial premium for ease of use.”<\/p>\n

Apple has successfully positioned itself in the mind of the consumer by using brand imagery to make its Macintosh computer exciting, young and dynamic as opposed to an ordinary PC, which is portrayed as outdated, lethargic and uninteresting.<\/p>\n

[youtube]https:\/\/www.youtube.com\/watch?v=C5z0Ia5jDt4[\/youtube]<\/p>\n

As you can see, it has very successfully used brand imagery in its Mac vs. PC commercials. The Mac is depicted as humble, easily understood and speaking different languages while the PC is more arrogant and slow to react. Apple\u2019s product is desirable, up to date, in touch and capable of delivering what the client needs. In addition, the power of its name evokes the idea of a healthy, nutritious snack, easily consumed and digested by any consumer.<\/p>\n

\"\"<\/a><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

This blog entry by Cole Routtenberg is relevant to what we learned today in class because it illustrates how Apple continually seeks to position itself at the “technological top”, targeting “impatient consumers who find themselves willing to pay a substantial premium for ease of use.” Apple has successfully positioned itself in the mind of the […]<\/p>\n","protected":false},"author":8156,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-32","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/megcomm\/wp-json\/wp\/v2\/posts\/32","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/megcomm\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/megcomm\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/megcomm\/wp-json\/wp\/v2\/users\/8156"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/megcomm\/wp-json\/wp\/v2\/comments?post=32"}],"version-history":[{"count":5,"href":"https:\/\/blogs.ubc.ca\/megcomm\/wp-json\/wp\/v2\/posts\/32\/revisions"}],"predecessor-version":[{"id":34,"href":"https:\/\/blogs.ubc.ca\/megcomm\/wp-json\/wp\/v2\/posts\/32\/revisions\/34"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/megcomm\/wp-json\/wp\/v2\/media?parent=32"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/megcomm\/wp-json\/wp\/v2\/categories?post=32"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/megcomm\/wp-json\/wp\/v2\/tags?post=32"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}