Brand Management Apple Inc

Question: Discuss about theBrand Managementfor Apple Inc. Answer: Introduction The modern economic structure of the world operates in a complex organizational structure and it is the duty of every firm functioning in this environment to introduce innovative strategies to make their product or service unique. This study is concerned with the organization named Apple Inc, which is the creation of Steve Jobs and his friend Steve Wozniak, who were school buddies. Their innovative and creative ideas and thoughts while working for Hewlett and Packard, was the motivation to start- off such a renowned organization of the present time. Apple now is a producer of different innovative products like the iPod, iPad, iPhones, Mac books, laptops. Apple TV etc. it is also a supplier of hardware and software processors to different other firms all around the world. Apple is faced with tough competition in this industrial sector as it has big players like Google, Amazon, Microsoft, HP etc. It is known that Apple is a young organization with respect to the above mentioned organizations in the IT industry but it has beaten all its rivals with respect to the products they manufacture (Apple. 2016). This way the comparative brands of Google, Microsoft etc have not been effective enough to dethrone the products of Apple. Analysis The marketing strategy of Apple includes the various points, which will result in the success are like campaigns to be implemented by the people who interact with the customers about their products and motivate them for excessive use of their products. The firm also aims to improve the brand name to an extent of 60%. The revenue and sales per year also needs to be increased by 20%. The other important objectives and mission of the organization are to eliminate intermediaries from the market thus reducing the price of the product and selling the product directly to the consumers. Apple is also focused on producing its own storage products and computer accessories to reduce the cost of production. They are also with an objective to expand its network all over the world to become the number one company in terms of profit and customer base. The organization is also functioning powerfully in the sector to present its expertise through the products and implements production technology for the development of the network of distribution. Apple concentrates over almost every sections of the society to extend customer base and to increase market share. The firm also focuses on targeting the vertical markets being experts in their stream, uses modern technologies to enhance the industry, which is helpful for Apple to be known in the global market (Raut, and Brito, 2014). The values and objectives of Apple have always been to emphasize mainly on the innovation, which will be beneficial for the development. They also focus on simplicity as it of forms an intrinsic part of the organizations approach for product design and approach. They focus on supplying user-friendly products, which enables the consumers to improve their daily activities. Apples value also consists of proper selection of markets, which enables the firm to take business decisions more efficiently. Apple also limelights collaboration of employees and efficiency of their employees as an essential element for its business thus always takes the initiative to create a proper organizational culture. Competitive Analysis All these firms invest a significant amount of capital in the research and development and marketing. The reason behind the highly competitive nature of the market is due to its low switching cost. Thus, creation of new product is what Apple doing to maintain its share in the market position (Grant, 2016). The brand of Apple consists of their list of innovative products and services and with the introduction of these products in the market, the life of the consumers have become smoother and faster. These innovative products as a result have increased their market share and have also increased their customer base. Apple as result has created a brand name of itself and almost every consumer globally is aware of the products and the name Apple. Such a big impact in the market from Apple has urged its competitors to implement new and improved techniques for the production of newer products and thus competing with Apple. Analysis with the CBBE Model Brand building is one of the primary aims of every organization. This question related to this keen interest in brand building is answered through the CBBE model (Customer-Based Brand Equity). Identity The identity can be created through a proper brand salience, which relates to the customer awareness aspect. Customers are well aware about the products of Apple and are thus able to link the brand logo name and products in their memories. Meaning Meaning refers to the image of Apple, which is created through proper performance of the products of Apple. The performance is evaluated through the primary and secondary features of their products along with the product reliability, durability, efficiency and service effectiveness of the products of Apple. The style and design along with the price also puts a mark in the mind of the consumers and Apple with its innovative products have thus implanted deep in the minds of the consumers (Andajani, Hadiwidjojo, and Rahayu, 2014). Responses The response or the feedback of the customers is an essential part of any firm. Apple also looks into the responses of the customers. The customers generally respond depending upon the brand quality, consideration, superiority, credibility etc. All the mentioned adjectives are best suited for Apple as they hold tight hold on the market and the customers through its innovative product and quality services through fun, excitement and warm feelings (Apple. 2016). Relationship This step identifies the relationship and the level of knowledge the customers have about Apple brand. It shows the synch between the firm and the customers through behavioral loyalty, having a sense of community, and sentimental attachment. Active participation on the part of the customers to invest time towards the product and the firm creates a sense of attachment. Apple has that place in the minds of the customers and thus they hold a strong place in the minds of the heart (Thompson, et al. 2013). Recommendation The analysis brings out a lot of ideas and a marketing plan can be recommended. The recommendations to Apple are as follows: Apple should concentrate and invest more in the research and development department and should implement advanced techniques to generate innovative techniques from time to time in order to maintain its competitive edge. The company should also focus on providing customer satisfaction through quality products and an efficient after sales service. Apple also requires to shape out new designs and concepts to propel them pass the competition of the rivals. It needs to support the hopes and dreams of the consumers and needs to function diligently to make their technology user friendly. They also need to assess their work process from time to time and needs to monitors the functions of its competitors in order to remain a step ahead of them. Therefore, an effective monitoring of the internal and external atmosphere is what is recommended to Apple in order to move forward in business. 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Thompson, A., Peteraf, M., Gamble, J., Strickland III, A.J. and Jain, A.K., 2013.Crafting Executing Strategy 19/e: The Quest for Competitive Advantage: Concepts and Cases. McGraw-Hill Education.