Brand Management of Apple Company

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
P1 Significance of branding as a marketing tool....................................................................1
P2 major key elements of successful brand strategy and managing brand equity.................4
SECTION 2......................................................................................................................................6
P3 Various strategies of portfolio management, brand equity and hierarchy management...6
P4 Brands are managed corporately and in partnership.........................................................8
P5 Different types of techniques and methods for managing and evaluating brand value. .11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Brand management is the marketing tool which can be used for analysing their target
positioning, brand image, target customers and perception etc. This includes important number
of features such as costing, supply and demand, customers satisfaction, demonstration and
competition in the market. For proper brand management, they provide favourable and positive
outcomes and also sale higher to their customers for specific products but all the major goods are
mainly associated with brand and it is essential to develop trust among customers mind related to
particular goods and services (Kavaratzis, Warnaby and Ashworth, 2014). The report is based on
Apple which is international technology company. An enterprise was established in 1976 by
Steve jobs. Apple is design, create and sold computer software programs, online work and
electronics services. The main purpose of this project is to understand the importance of
branding and various elements of effective strategies in proper manner. The firm also described
about different strategies like portfolio management and brand equity. This will includes
different types of techniques and methods for evaluating and managing image of brand in
appropriate way.
SECTION 1
P1 Significance of branding as a marketing tool
Branding is the one of the most important key factor for an enterprise to determine the
brand image and its major quality relates to customers and market. Brand management is the
process which includes promotion, merchandising, placement and distribution for determine
image of brands and build positive attributes in the large market area. This is the process where
firm can develop new image and name of specific products and services.
Branding is essential marketing tool so enterprise require to maintain and build effective
image among customers in the marketplace. An organisation use effective methods for
formulating the brand image and build good picture among the mind of customers that includes
packaging, logo and some unique features (Li and Kambele, 2012). Also branding assist in
increasing value of the firm and its innovative products as well as given accurate direction and
motivate the employees for getting new customers easily. Brand represent the people point of
view about firm goodwill, services, promotion and their logo or goods.
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There are certain major difference among both terms that are as follows:
Brand Products
 Brands are totally connected with
unique features and any person can not
copied this ideas.
 Brand is the identity which make
unique place among the mind of the
customers.
 Brands develop and build their own
values for longer time period.
 Brands are build with the help of
customers perception, expectation and
their experience towards company
goods and services.
 Products should be copied by any one
or firms rivals.
 Also goods are become outdated in
easy manner.
 Products are develop by most of the
company and customers are purchase
goods in exchange of money.
 Products are totally depend upon
quality and provide consumers
satisfaction to stay for long term.
An enterprise can face different type of issues and problems when they offering products
and services but due to low customers services and satisfaction in effective manner. Various
techniques and methods which directly impact on strong brand image that are as follows:
Branding is key factor of promoting- Advertisement is one of the most important
element of branding. By using the process, firm represent their effective products and services
for targeting customers in the large market place. This is used for building good image and get
special attention in proper manner. Advertisement help in building brand image and developing
good reputation in the market (Lucarelli and Olof Berg, 2011). Apple adopt advertising method
for introducing products and maintain quality of goods. By this procedure, customers get more
information which represent existing factors and it will support in getting something in different
manner. Samsung is also multinational company which develop electronic product such as
tablets, mobile phones and many others. For this, they need to promote their products by using
advertisement methods and tools for increasing awareness among customers. By this they
attracts towards their company goods and services in the large market place.
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