Brand Management: Google and Apple - A Comparative Analysis

BRAND MANAGEMENT
GOOGLE AND APPLE

Table of Contents
INTRODUCTION......................................................................................................................................................... 2
TASK 1- BUILDING AND MANAGING BRAND OVERTIME.......................................................................3
EXPLAIN THE IMPORTANCE OF BRANDING AS A MARKETING TOOL AND WHY AND
HOW IT HAS EMERGED IN BUSINESS PRACTICE..................................................................................3
KEY COMPONENTS OF A SUCCESSFUL BRAND STRATEGY FOR BUILDING AND
MANAGING BRAND EQUITY............................................................................................................................ 7
TASK 2 – BRAND PORTFOLIO AND HIERARCHY MANAGEMENT....................................................11
ANALYSE DIFFERENT STRATEGIES OF PORTFOLIO MANAGEMENT, BRAND HIERARCHY
AND BRAND EQUITY MANAGEMENT.......................................................................................................11
TASK 3- BRAND EXTENSION AND LEVERAGE..........................................................................................17
EVALUATE HOW BRANDS ARE MANAGED COLLABORATIVELY AND IN PARTNERSHIP
BOTH AT A DOMESTIC AND GLOBAL LEVEL........................................................................................17
TASK -4 MEASURING AND MANAGING BRAND VALUE........................................................................21
EVALUATE DIFFERENT TYPES OF TECHNIQUES FOR MEASURING AND MANAGING
BRAND VALUE USING SPECIFIC ORGANISATIONAL EXAMPLES.................................................21
CONCLUSION............................................................................................................................................................. 24
REFERENCES............................................................................................................................................................ 25
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INTRODUCTION
In this assignment, an insight about the brand and their management array which will be
entertained. The importance of brand management and techniques can be attained by
adding value to the services. The two topmost organisations in the World will be evaluated
in order to understand the brand value an array of tools and techniques. Apple and Google
are the two important brands that help in understanding the brand management and
measures of building their brand value.
Google LLC is an American multinational technology-based organisation. It specialises in
the internet related services and products that include online advertising and meeting the
records of the cloud computing and other devices (Balmer, et al. 2017). The company
parent organisation is Alphabet Inc. They offer different services regarding the design for
work and productivity, scheduling and time management. The company can lead to the
development of the Android mobile operating systems and multiple products and services.
On the other hand, Apple Inc. is also an American multinational technology based company
which deals in the computer software and online services regarding the sale of the
consumer electronics. The importance of the hardware products is nominal for the
organisation comparative to Google. It indicates that the branding is a strategic means
through which the organisation aims to sustain their services in order to gain the customer
value (Brooks and Anumudu, 2016). This can also help in building a brand with the set of
the rational activities of the company.
The assignment will depict the importance of the brand management and brand portfolio
strategy for Google and Apple. This can help in evaluating the co-branding approach by the
two organisations.
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TASK 1- BUILDING AND MANAGING BRAND OVERTIME
EXPLAIN THE IMPORTANCE OF BRANDING AS A MARKETING TOOL AND WHY
AND HOW IT HAS EMERGED IN BUSINESS PRACTICE
IMPORTANCE OF BRANDING IN GOOGLE AND APPLE BUSINESS
INTRODUCTION
BRAND
A brand is a concept which distinguishes one organisation products from the other
organisation. The practice of branding is the thought which every organisation prefers for
enhancing their position in the market (Berthon, et al. 2015). It is considered the most
distinctive symbol through which the brand can be extended with the mean strategic
personality for the product or company.
BRAND IMPORTANCE
Branding is considered the most effective way to personifying the products or services
offered by the organisation. It is widely used as the marketing tool for the business. In
order to create an effective image in the market, branding is the best tool to attract a
number of customers. In addition to this, brands play an important role in enhancing the
loyalty among the consumer and gaining their trust (Borkovsky, et al. 2017). With the
support of the marketing, advertisement and promotion of the products can be stand out
from its rivals to make their competitive position.
The sole solution to the services provided to the consumers can be considered as the
effective marketing means which enable an emotional string intact with target customers
and creating a balance between the users and service provider. A brand is that initial piece
through which the marketing of the products and communication can be effectively
managed. For Google, the products such as Google Docs, Slides and Sheets can be managed
with scheduling and time management along with cloud storage (Gehani, 2016).
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Figure 1: Brands of Google
Source: Campelo, 2017
The social network which can help in meeting the development of the mobile can be
preferred through instant messaging, video sharing, language translation and video chat
and other. While for the products offered by the Apple are Apple watch smart watch,
HomePod smart speaker and iTunes media player, iOS App stores and Mac App stores.
Advertising is considered the most effective tool while promoting the products (Kapferer,
2014). This can develop a logical statement with the inspirational measures of the products
and services.
Figure 2: Brands of Apple
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Source: Powell, 2016
BRAND EQUITY
Brand equity can be derived as the most recognised phrase for marketing the products and
services offered by the organization. This is associated with generating revenue for the
business and simply refers to the value of the brand. The awareness of the brand features
the information of credible signals of the product quality and premium price facilities
(Nirmali, et al. 2017). The determination of the price can be reliable in deriving the brand
equity after controlling the observed product differentiation.
Branding within the organisation like Google and Apple can strategically indulged with the
marketing of the services. This can enhance the performance of the organisation with the
market facilitation. The importance of the CBBE model can help in equating the customer-
centric approaches of the organisation (Nirmali, et al. 2017). Google provides the high rates
compared to other organisation in terms of providing capital, internet services Smart home
products, services and apps.
Figure 3: Brand Equity for Google
Source: Sevel, et al. 2017
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