Brand Management Assignment - Apple
18 Pages5225 Words459 Views
Added on 2020-10-23
Brand Management Assignment - Apple
Added on 2020-10-23
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BRAND MANAGEMENT
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................4Introduction.................................................................................................................................4Main Body...................................................................................................................................5Conclusion ..................................................................................................................................7TASK 2............................................................................................................................................82.Brand Portfolio And Hierarchy Management..........................................................................8TASK 3..........................................................................................................................................121.Brand Extension And Leverage.............................................................................................122.Weakness of brand that can be leveraged..............................................................................133 Partnership agreement............................................................................................................13TASK 4 .........................................................................................................................................14Brand value...............................................................................................................................14Brand awareness........................................................................................................................14Market share..............................................................................................................................14Consumers attitudes..................................................................................................................15Purchasing intent.......................................................................................................................15Conclusion ....................................................................................................................................16REFERENCES..............................................................................................................................17
INTRODUCTIONBrand management refers to the planning and analysis on how a brand can become awarein terms of producing better quality. According to the article of optimum impression Ltd, brandis the power of the company and in this study we will determine that how the brand is the powerof our chosen company Apple. Apple is an American multinational company that produce theelectronic computer software and products to the consumers. For a good brand management ofApple company, improving harmonious relationship with consumers is essential in themarketplace. It includes the various aspects of products like price, quality and packing. Thepresent study shows the importance of the brand and also determine that how we can create thebetter brand equity of the newly established company. Study lays emphasis on analysing thebrand portfolio and strategies used for managing the equity of brands in the organisation. Reportwill highlight the stages of extension and leverage of brand including the analysis of strength andweaknesses. In the study will also determine the various techniques of measuring and managingthe brand value of Apple.
TASK 1“Brand is power”IntroductionBrandIt refers to an experience of the consumers which differentiate the product of thecompany from others through the branding strategies which includes the brand loyalty andtrademark of the enterprise. Its aim is to create good impression in the mind of the customers.Brands are expressed in the logo and graphic representation.Brand equity is a marketing term which determine the value of the company brand through theconsumer experience and perception in terms of the products or services. It is one of theimportant factor of brand which can retain the financial value of the organisation through theconsumer recognition of the logo which increase the interest of the customer towards goods andservices of the enterprise(Ramaswamy and Ozcan 2016).Stages of building a successful brandConduct an effective market searchFor building a successful brand image, company has to find out the customers need through thevarious surveys and conducting face to face interviews with the consumers. Also, to determinethat how many consumers know about their company's products and services.The AppleUsedcustomer research to found its weaknesses and new opportunities are available in market.Focus on unique value propositionIn this product has to convey the unique value to the consumers by providing theproducts according to the requirement of the customers at the less price, better quality, morequantity etc. than other products. The Apple provide its product in low price compare tocompetitors.Select a brand name which delivers your informationWhen the need of the customers is identified, the next step is to provide the product informationto them, its time to select a brand name which can provide the message clearly.The brandselected this name as steve job thought said that it was on his my fruitarian diets” and had just
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