Marketing A Brand: Apple
Sep 29th, 2010 by monicamoran
Apple. One simple word which stimulates various perceptions into people’s mind; “sheek,” “awesome,” “the best,” etc. Why? Because of their marketing strategy. Apple is one of the most popular computer brand around the world, and their success have been mainly influenced by the way they advertise and promote each product. In fact, several of Apple’s product have been positioned effectively in people’s mind because of their marketing mix. Let us now evaluate some of Apple’s marketing mix and how their mix have been effective in their product development in the market, and able to position themselves as a brand leader in the customer’s mind.
Apple has been known for creating innovative products and to ensure that each one has a Unique Selling Point, such as the scrolly wheel in the i-pods, and the mouse pads in their MacBooks. Evidently, this invention helped increase Apple’s market share, catapulting apple to become the lead brand in people’s minds. In terms of pricing their goods. Apple products are known to be very expensive as a result of their high demands for their goods and for their high research and development costs. Nonetheless, this cost is not too significant to the company due to their rapid increase of sales as a result of their high quality products. To further boost their market share, not only did they create the iPhone but have extended it further by developing newer models such as the iPhone 3G and 4, also known as extension strategies to further develop their product portfolio and market share.
In promotion, the company mainly utilizes above the line promotion, advertising using various media tools such as the TV, magazines and billboards. Their ads are simple yet stands out, and as Rise and Trout state, it should be consistent with their brand (1). Apple’s brand personality is about lifestyle, freedom, simplicity, and thus their simple ads as well as simple packaging of their products are cohesive with their brand image.
The ad shown above is an example as to how Apple manages to make itself a brand leader in people’s mind. Emotions are associated with the slogan “touching is believing,” and consumers are drawn to the simple yet powerful image, which stands out against the black background. Thus, it creates a a strong impact in people’s mind. Personally, because of Apple’s reputation, its designs and simplicity, it will remain to be the brand leader in my mind for quite a long time.
(1) “Product Positioning.” QuickMBA: Accounting, Business Law, Economics, Entrepreneurship, Finance, Management, Marketing, Operations, Statistics, Strategy. Web. 29 Sept. 2010. <http://www.quickmba.com/marketing/ries-trout/positioning/>.