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Brand Management of Apple - Doc

   

Added on  2020-09-17

16 Pages5554 Words31 Views
Brand Management

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Importance of branding as marketing tool........................................................................1P2 Key components of successful brand strategy and managing brand equity......................3TASK 2............................................................................................................................................4P3 Various strategies of functional administration, brand equity and hierarchy establishment.5TASK 3............................................................................................................................................7P4 Brands are managed collaboratively and in partnership...................................................7TASK 4..........................................................................................................................................10P5 Different types of techniques and methods for managing and evaluating brand value. .10CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................15

INTRODUCTIONBrand management is the marketing method which is used for analyse their positioning,brand image, target customers and perception. Also organisation require to build good imageamong customers in the large place. This will includes marketing, placement, advertisement,distribution for identifying brand image and creating positive personality in the target market.There are number of aspects such as costing, supply and demand, customer satisfaction,presentation and competition in the market. Brand management provides favourable and positiveoutcome for higher in the sale of particular product but all these products has been associatedwith brand. It is also important for building trust among customers mind for the goods andservices (Ashworth and Kavaratzis, 2010). The report is based on Apple which is internationaltechnology organisation. Company is establish in the year of 1976 by Steve jobs. Apple isdesign, sell computer service, online service, development and customers electronics. In thisproject, importance of brand management and its key factors of success strategies. In this reporttwo most popular brand are presented that includes Iphone 7 and S8 which are very expensivebrands of the organisation. It is famous brands among various large number of customers. TASK 1P1 Importance of branding as marketing toolBranding is one of the most important factor to the firm for representing their productimage and quality among customers in the large market place. Organisation has to create newimage and specific name of goods and services. For using this process, an enterprise use varioustypes of effective methods for building good and pure image such as packaging, logo and variousother unique features. Sometime organisation face various issues or problems when they servequality products and services but damaged brand due to poor and low customer satisfaction.There are various methods for making brand stronger that are as follows:Branding build trust- It is the process which will assist in creating trust among customersfor long time period. People like to purchase quality and effective goods in front of firmand company fulfil customers needs and demand for building trust within theorganisation (Bigné, Currás-Pérez and Aldás-Manzano, 2012). Apple provide unique andinnovative products to connect customers for long time period. Brand help in makingconnection with target audience and create confidence among them.1

Branding support advertising- For making popular brand, it is important for company isto do advertisement for specific goods. The process of firm represent their goods andservices among customers in the target market. It can be used for building brand imageand attract large number of buyers towards them. Advertisement is one of the mostessential feature which build reputation and brand image in the target market.Branding inspire workers- In an organisation, employees are key part who works forachieving desired goals and objectives. Employees need more work that can help ininspiring them for large time period (Brodie and et. al., 2013). When workers easilyunderstand their major objectives and mission for getting accurate results.Branding assist in generating new customers- The main motive of branding to connectnew customers in the firm and their products. The process of firm introduce theirproducts quality, main features and uniqueness with one another. Customer provideinformation about company need to serve and offer different type of products andservices. Branding improve recognition- It is one of the important element of an organisationbecause customer can only identify firm by using unique goods or attractive logo. Aprofessional logo design is simple and attractive for memorable identify among customermind in the large market place. Apple need to represent the unique logo image amongbuyers mind and also try to make their products different from others. Difference between Brand and Product that are described as under:BRAND PRODUCT Brands are those which are totallydifferent from other and have someunique feature that can easily attractcustomers. Brand assist in building unforgettableexperience. Brand build own values and goods forlimited time period. Brand built customer perception,expectation and their experienceProducts can be copied by challenger orrivals. Goods can became outdated or obsoleteeasily. Products are totally depend uponquality and customers satisfaction tocontinue for long time period. Goods are made by firm and should bepurchase by customers in exchange ofmoney. 2

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