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Brand Management : Apple

   

Added on  2020-07-23

19 Pages5105 Words45 Views
Brand Management

INTRODUCTIONBrand administration can be considered as marketing tool that is opted to analyse itspositioning, target customers, brand image & conceptualization etc. For this, enterprise needs tomaintain an effective recognition among the consumer and market. Brand management is a termwhich includes designing, placement, marketing, advertising and distribution to identify brandrecognition as well as developing a better recognition in the focused group of market. It includesnumerous essential aspects like pricing, customers satisfaction, presentation, demands & supplyas well as competition in the market (Ashworth and Kavaratzis, 2010). Proper brandmanagement provides positive and favourable results as well as higher sale of not only a specificproduct but on all the products that associated with the brand but for this it is very important tobuild trust in customers mind for the products and services. The assignment propose variouselements of branding of Apple i.e. a MNC organisation. The company was founded by SteveJobs back in 1976. This organisation design, develop and sell computer software, customerselectronics and online services. The report is discuss about importance of branding as well asmajor elements the achieved strategies. It is discuss about various strategies such as brand equityand portfolio management etc. at last it includes various type of methods and tools in order tomanage as well as evaluate brand image efficient way. TASK 1P1 Importance of branding as a marketing toolBranding is one of paramount component for a organisation in order to represent theirproduct image as well as quality in front of market and customers. In this process company iscreating new image and name of particular products and their services (Bigné, Currás-Pérez andAldás-Manzano, 2012). For this process organisations use many more effective tool for build aeffective and life long image in their customers mind such as memorable logo, packaging orsome unique features. Brand - Beyond just a memorable logo, branding helps to emphasise the company valueand their products as well as provide direction and motivation to their employees to acquire newcustomers easily. Brand is always represent perception of people about company's services,reputation, advertising and their logo or products. 1

Brand as a marketing tool - Some times organisation's faces lots problem when theyoffer excellent product and services but because of tarnished brand due to poor and lowcustomers services and satisfaction. There are some other tool and elements for strong brand impact on business -Branding Build customers loyalty – This process is basically helps to build trust in thecustomers mind for a long term period. People are more likely to purchase quality products andeffective services front the organisation and if company provide them same products accordingto their demand and need this thing will help them to build trust for the organisation and theirproducts. As the company offer unique USP and creative features in their products to connectconsumer for a longer time frame as well as creating credibility in regard of company & thecommodities. The Brand create a better relation with the focused consumer for a longer period oftime that helps in increasing the profitability and share of market entirely(Brodie, 2013).Introduce new products – Advertising is the main component of the branding. Throughthis process organisation represent their products and services in front of customers and targetmarket. It is used to build brand image and provide special attention easily. Advertising is themost important feature for the organisation to build their own reputation and brand image intarget market. Apple use advertising to introduce new products and its quality to theircustomers. Through this process their clients get more information that what they represent newfrom the existing one and how it will help to get something different easily. Branding inspire employees – Employees are key elements of firm who provide theirservices and contribution to achieve organisation's goal easily. Employee ned more than justwork which is inspire them to get long term success easily. So when employee easily understandtheir visions and objective clearly than they can easily provide their services to get themeffectively. Branding help to increase customers demand for the particular product, so for thisemployees feel motivated to fulfil their need and demand effectively and in appropriate manner.Having a strong brand help to increase employees and organisation's own value as well asproduct image easily. Workers of the firm feel motivated to work in well reputed organisation(Buil and Martínez, 2013). Branding helps to generate new customers and build awareness–The major objectiveof these activities to relate new clients with organisation as well as company's products. Throughthis procedure company introduce their product quality, its uniqueness and features from the2

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