Branding Strategies and Execution: A Case Study of Apple and Nudie

This document discusses the branding strategies and execution of Apple and Nudie. It includes a brand audit of Apple, evaluation of advertisement messages, marketing strategies for Ariel, framework of CEP generation for Nudie, execution of brand elements by Apple, and prioritization of investment for brand mental availability. The document also touches upon ethics in branding and physical availability of Apple products.

Branding

TABLE OF CONTENTS
Topic -3............................................................................................................................................3
Brand audit of Apple...................................................................................................................3
Evaluation of advertisement message of brand...........................................................................4
TOPIC -4.........................................................................................................................................4
Background of Ariel....................................................................................................................4
Marketing strategies that can be used by Ariel to retained in UK...............................................4
Loyalty strategy...........................................................................................................................5
Topic -5............................................................................................................................................5
Framework of CEP generation....................................................................................................5
Different advertisement and packaging message communicated by Nudies’s............................5
Potential category entry points being communicated by Nudie..................................................6
Topic -6............................................................................................................................................6
Execution of Brand elements and identification of inconsistence in their use............................6
Prioritise areas of investment for building Distinguish asset to grow brand mental availability 8
Topic -7............................................................................................................................................8
Topic- 8............................................................................................................................................9
Topic- 9..........................................................................................................................................10
Evaluation of pricing of apple phones and other competitors and the way products are being
promoted....................................................................................................................................10
Comparison of apple and other competitors..............................................................................10
Pricing strategy of apple and other competitors........................................................................10
Relationship between market share and price tier.....................................................................11
REFERENCES..............................................................................................................................12

Topic -3
Brand audit of Apple
Brand audit is examination or analysis of market position of enterprise in comparison with
its respective competitors such as blackberry, Samsung and dell. Apple is one of the biggest
enterprise that have huge market share and strong brand image which have contributed in long
term growth and survival of business. It is multinational company that deals in consumer
electronics, smart phones and computer to provide qualitative services and products to diverse
individual living in society. There are various attribute, key features that have make apple
different from other competitors such as stylish and cool, reliable operating system and
innovation products that meet customers expectancy (Carah and Angus, 2018). There are various
marketing strategies that are used by apple to retained its competitive position such as logo of
apple so that people can easily identified its brand name. Company have its presence in various
social media such as Facebook, intragram and twitter that clearly provide information related to
products and services in which firm deals to customers. Therefore, comparison between apple
and other competitive brand in terms of marketing strategy is as follows:
List of firm
1. Blackberry
2. Samsung
3. Dell
4. Microsoft
Apple and Samsung: It can be stated that Apple mainly focused on maintain its quality of
products by making continuous innovation so that wants of customers can be fulfilled so it
manufacture products for high class people only. On the other hand Samsung have focused on
prices as well as quality of products in order to build its brand image. Company provide various
products which are much lesser in price as compared to apple so target customers of Samsung
are middle to high class (Truong and et.al., 2017). Therefore, as per current situation and
market position of Samsung it can be stated that apple is only competitors of firm.
Dell and apple: It is direct competitors of Apple in term of laptop category as it provide user
friendly and high affordable products to customers so that they can take decision to purchased
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for satisfaction of needs. It have mostly used economic approached for advertisement of products
such as social media similar to apple to provide information to wide range of people.
Evaluation of advertisement message of brand
Apple advertise message that its motive is to enhance life of people by providing high
innovation and qualitative products for better satisfaction of their requirements. On the other
hand dell is presented at every digital channel such as Facebook, twitter and Intragram with an
advertisement message that it emphasis on highest level of customisation in terms of experienced
and designed at lower rates in order to meet requirements of customers (Brodie, Benson-Rea and
Medlin, 2017). Different techniques and medium are used by dell to meet customers expectancy
and expand its market share in industry for effective achievement of objectives.
TOPIC -4
Background of Ariel
Ariel is globally known one of the best laundry detergent brand where its started from
America and is owned by the American brand Prcoter and gamble which uses various
innovative tools of wide branding techniques and is also one of the most rapidly growing brand.
Company is known for various innovative quality standards, higher marketing fundamentals and
stronger quality metrics which has built wide goodwill among consumers globally. Ariel is also
keenly now expanding its horizons into international marketing paradigms where digital
marketing is used among various marketers into the business development scope for leveraging
wider functional efficiency.
Marketing strategies that can be used by Ariel to retained in UK
Ariel is number one brand operating in UK with estimated 2.1 million people using
biological products of company. Ariel firm can compete in UK market by using different
marketing strategies such as digital media to attract number of customers to preferred company
products and services as compared to other competitors in market. Active presence on online
sites such as Facebook, twitter that are mostly used by customers can helps company in retaining
its market share and customers satisfaction (Vela Nogué and Govers, 2017). It can launched
different promotional offers, discount to meet customers’ requirements so that they can be
influenced to make purchased for satisfaction of needs. Various TV advertisement have informed
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customers about effectiveness of laundry products that company is providing to customers thus
contributed in increasing sales volume and profitability of firm. Company can also make use of
personal selling marketing strategies to retain its share in UK market and meet requirements of
different customers.
Loyalty strategy
Loyalty strategy within marketing paradigms is widely important for gaining new paradigms
of consumers which are fundamentally developed within various technical advancement and
higher competitive levels of business scenario where Ariel is highly focusing to enter rapidly.
The company shall be using various personal interviews and selling options among people where
customers preferences will be highly focused, to retain their trust and to functionally enhance
determinants for gaining new extended goals and higher yield onto various metrics (Stuart,
2018). Ariel marketing will be able to build wider loyalty among consumers by dealing them
personally with high focus onto how new innovation selling shall be developed for gaining their
trust and to rapidly move ahead within competitive business world.
Topic -5
Framework of CEP generation
Customers while selecting a particular brand use category point entrance which
contributed in creating association with brand image of enterprise. Nudies by using innovative
and creative marketing strategies accelerated brand links to CEP. Such as people thinks of nudies
juice when they have craving for natural flavour juices thus it motivated them to select products
of company for satisfaction of their requirements (Brodie, Benson-Rea and Medlin, 2017.). At
time of breakfast, family celebration at their homes while having fun with friends and family
thinks of Nudies juices. Such juices can be drink with families, friend with some spicy snack for
having fun and enjoyment. Therefore, all such factors impact on decision making of people and
build in strong brand image of Nudies so attractive marketing advertisement helps in building
MA of Nudies.
Different advertisement and packaging message communicated by Nudies’s
It can be stated that innovative and creative packaging of Nudie juice is one of the key
factors that have contributed in growth and success of enterprise. Nudie labelling it is not just
having a list of content or description but it is an opportunity for company to develop its brand
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recognition. Brand has created distinct and clear packaging that helps in building sense of
intrigue, evoked imagination and explained about vibrant story. Company have used different
advertisement method to attract people such as personal selling, discounts offers and innovative
packaging for achievement of objectives (Petruca, 2016). It can also be stated that distinct
packaging and innovative method of advertisement used by Nudie helps it to gain competitive
advantages in market as compared to competitors such as daily juice, Berri and Golden circle
fruit juice.
Potential category entry points being communicated by Nudie
Category entry point means the though which have motivated people to become potential
buyers of firms therefore Nudie have used several medium to influence new customers to
become part of firms. Innovative packaging, quality of products and services and strong brand
recognition of company in juice industry are some of the factors that have influenced new people
to select juices of Nudie as compared to other competitors in market. Company have strong
presence in social media such as facebook, twitter so that new people can easily get information
about products category in which firms deals thus influenced to make purchased (Bronnenberg,
Dubé and Moorthy, 2019). Comment, likes and share of previous customers induce them to take
accurate decision to select juices of Nudie thus it can state that all such communication have
contributed in growth and success of enterprise. Effective segmentation, targeting and position
strategy of firm have also contributed in development of strong brand image and grow of firm for
longer period of time.
Topic -6
Execution of Brand elements and identification of inconsistence in their use
Apple have used different brand elements such as font, logo and colour and packaging,
design of products and services in order to add more and more customer range in firm.
Apple LOGO: Company for its brand recognition have used label of single bite out apple logo
so that people can easily identified or differentiate it form other competitors. It can be stated that
it is one of the most corporate logo which is immediately recognised by each individual living
across different countries.
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Figure 1Apple LOGO
(Source: How Iconic Apple Logo, 2020)
Promise: Apple brand have always promised to their customers that it provide innovative,
unique and qualitative products and services to people for better satisfaction of requirements of
people (Sánchez-Martínez, Barceló Ugarte and Cabezuelo Lorenzo, 2017). Its unique features,
design and services have motivated people to prefer apple brand electronic devices more than
other as its ensured more value. Most of the people across world are aware of company image
and associated apple brand with using innovative technologies and render high quality products
and services so they are ready to pay competitive pricing.
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Figure 2 Brand promise
Source: (Apple Brand Promises, 2020)
Slogan: One of the best slogan used by apple company is “ Think different” which contributed in
brand identification and increase sales of firm. Think different slogan has contributed in making
customers aware about company that it provide differentiate services from other competitors so
that needs of each individual within society can be fulfilled.
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Figure 3Slogan of apple
(Source: Simple, yet Elegant : Apple's Slogans, 2015)
Packaging: It is last elements of brand recognition that is used by apple to influence more
customers as it have always make use of white box that have apple logo so that people can
easily identified and make choice to purchased.
Figure 4Apple packaging
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(Sources: How Apple’s Packaging gives buyers a sensory experience that strengthens the brand,
2017)
Celebrity endorsement: Apple also use celebrity endorsement strategy that is use famous
people to promote its various products to end users. Apple have make use of all element
consistence expect celebrity endorsement as company as already strong brand image in market.
Prioritise areas of investment for building Distinguish asset to grow brand mental availability
It can be stated that Apple can more invest in new technologies and innovation in order to
grow brand mental availability. Investment in research and development department regarding
recent trends can contribute in meeting expectation of customers and expansion of business
(Truong and et.al., 2017). It also needs to invest in its qualitative of products and services so that
continuous changes in demand of customers can be fulfilled. Therefore, prioritising areas of
investment can contributed in long term growth of brand mental availability.
Topic -7
Ethics are moral principle; values which needed to be followed by enterprise in order to
retained its customers and expand its business operation across worldwide. No, I would not
likely to be part of such a organisation that does not follow ethical practices while operating its
different functions. Little fat lamb is too dangers as lot of younger generation go to alcohol
which is harmful for their health. The main claimed was lead in social media was that little fat
lamb are cheap that is kids only have to pay $4 for eight drink but actually in Melbourne little fat
lamb was sold for $3.99only a day. Another criticism of little fat lamb is that it have been
advertised like soft drink so that children or younger generation can be attracted to make more
purchased. Brand manager is person that is responsible for development of strong brand image of
enterprise in market by providing them correct and accurate information so that they are happy
and satisfied as well company can easily expand its operation. But such marketing practice
impacted on goodwill and market value of firm in long term as earning or sales is temporary.
Therefore I would never want to be brand manager of such organisation that in order to earn
more profit and enhance its sales volume does not pay attention to health and wellness of
individual or ignored ethical practices. It can also be stated that other brand operating in market
needs to take steps to aware people about actual truth so that they can be informed and makes
changes in their decision. Other association or competitors need to collect accurate data and
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information about price, content and packaging and its ill effects on end consumers so that
company can be punished for its unethical practices. Most of the signature bottle look like soft
drink so that easily appeal to large number of younger generation to take decision for purchased
for better satisfaction of their requirements.
Topic- 8
Physical availability: There are various channels that are used by apple brand to delivered
qualitative services and products to customers so that their needs can be fulfilled and company
can attained its respective objectives. Company have various distribution channel, strong supply
chain, warehouse which have contributed in effective distribution of products to each customers
staying across worldwide (Hennessy and Najjar, 2017). It has more than 510 retail stores that
are operating worldwide to delivered extreme qualitative services to people. Customers are easily
go to store select respective products of company in order to meet their objectives.
Presence: It can be stated that apple has strong market presence in industry as it deals in high
qualitative product and services which helped in fulfilment of customers requirements in best
possible manner. Customers can also select products, get information through online medium
such as its official websites thus it has provide ease and comfort to customers by delivering
products at their doorsteps. Online presence of company has provided convince to people to
acquired knowledge about existing products and services of firm in order to make accurate
decision to make purchased for satisfaction of their needs.
Relevance: Most of the people across different countries are satisfied, happy with quality of
products and services delivered by apple therefore it can be stated that products of apple are
more relevance. It has continuously innovates its products and services as per changes in
technology and customers demand which have contributed in retention of market position of firm
(Gavetti and Porac, 2018). Therefore they can easily connect or associated their needs of
innovative, unique products with apple brand as it always delivered unique design, features
products to end customers for retaining its brand loyalty.
Prominence: Company is well known for its serial of innovative Ipod, computer and marketing
strategies that have contributed in influencing large number of customers to make select apple
brand. It is prominent software and hardware firm which always provide unique and differentiate
products to retain its customer loyalty. It can be stated that Iphone is prominent symbol of apple
company which create strong brand awareness among large number of individual living in
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society. Thus, apple is one of the important brand that have effectively positioned its brand
image in minds and hearts of customers.
Topic- 9
Evaluation of pricing of apple phones and other competitors and the way products are being
promoted
Normal price of apple of new invented product is mostly high as it has limited stock and
comparatively differentiate from other brand in terms of features, quality and design. On other
hand competitors such as Samsung, dell and Microsoft products are available at minimum prices.
Different methods are used by apple brand to promote its products such as sales promotion,
innovative packaging, logo and qualitative features, better services in order to influenced
customers (Heidari, Aghighi and Moradi, 2018). All such promotional medium are signal to
customers to make purchased of apple brand products.
Promotion results
Short Term: It is can be stated that various promotion strategy helps in acquisition of customers
and increasing sales volume as more and more people are liked to make purchased of products
and services.
Long Term: People that one time purchased products of apple brand become regular customer
of company thus it contributed towards long term growth and success of firm.
Comparison of apple and other competitors
Apple always charged high price from its customers by delivering innovative, unique
design products and services as compared to other competitors in market. It mostly deals in
premium and sub premium brand products so that services are delivered to customers beyond
their expectancy for long term growth and success of firm (Straker and Wrigley, 2016). Apple
brand have set its prices as per value or benefits that it gives to end customers for fulfilment of
their requirements. Whereas Samsung, dell and Microsoft offers products at affordable or
reasonable rates so that middle as upper class have select best possible option as per their
income.
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Pricing strategy of apple and other competitors
Yes, it can be stated that price tries exist and apple brand belongs to premium price tiers as
it mostly sells products at competitive pricing. There are only some brand that are dealing in
premium prices for attracting high class people to select their products.
Relationship between market share and price tier
There is strong relationship with market share and price tier such as people that belong to
middle class prepared price tier of budget whereas individual that have huge income preferred
premium price as their focus is to purchased products from brand that have strong awareness and
quality (Lin, 2017). No, industry does not suggest one price tiers to capture more sales as
different people have different income and preferences. It can also be stated that limited shelf
space is given to such brand prices ranges as there are minimum number of people that have
huge income to buy a products of apple.
Topic -10
Criteria launch strategy used by both brands
A) Initially thing that will motivated people to buy Heineken iconic green label as it is no alcohol
beer that is introduce by company to meet changing demands of customers. As most of the
people want beer alcohol free so Heineken by launching its is able to meet needs of various
individual. Little green launched by Carlton United brewer will be initially purchased by younger
generation to satisfy their respective wants (Our services, 2020). It can also attract people that
are highly concerned about their health and calories intake in their diet as Heineken bottle
contain just half calories.
B) The campaign launched by both brand helps in building strong relationship among both
company and customers as they are able to get more information or knowledge about the content
which influenced them to take accurate decision. Both brands are able to share their respective
unique content in products which can meet expectancy of customers. There are various medium
that are used by company such as TV advertisement, digital media to create association with end
user for long term growth and success of enterprise. Thus, it can be stated that it helps in
building positive association with large number of customers.
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C) Level of physical availability will achieve as Heineken is available in both off and on trade
market with different forms of packaging so that customer’s requirements can be fulfilled. Strong
network and supply chain has contributed in physical availability of resources to diverse range of
people staying across worldwide.
D) It can be stated that support provided for launch of both brand was sufficient because both
brand have use different medium that is TV, social media such as Facebook, intragram and
Twitter to provide relevant information about their content, unique of products and services.
Campaign launched by brands has also contributed in create strong aware and brand image of
enterprise in competitive market.
Yes, to some extend such brands are providing better marketing solution to brand owner as
they are making use of new and innovative method that are effective in both cost and outcome.
One of the examples is social media which helps in sharing lot of relevant information about
company and its products and services to customers within minimum time and cost. It is most
effective method that easily induces number of people as they can review feedback, comment of
previous customers of firm and make accurate choice. It can be stated that Heineken brand act
ethically as it have manufacture beer that are alcohol free thus contributed in more health and
safety of people and expansion of business internationally (Heineken’s Latest Alcohol-Free Beer
Campaign Reminds Us You Can Have One Anywhere, 2018). On the other hand little fat lamb
has use unethical marketing strategies to attract younger generation so that firm can earn more
profitability. Heineken is brand that offer greatest potential to become a billion dollar global
brand as it is continuously increasing its market share that is 18%. Most of the customers are
becoming more concerned about their health so they likely to prefer company which offers low
or no alcohol and natural products for their better lifestyles.
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REFERENCES
Books and Journals
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Bronnenberg, B .J., Dubé, J. P. and Moorthy, S., 2019. The economics of brands and branding.
In Handbook of the Economics of Marketing (Vol. 1, pp. 291-358). North-Holland.
Carah, N. and Angus, D., 2018. Algorithmic brand culture: participatory labour, machine
learning and branding on social media. Media, Culture & Society, 40(2). pp.178-194.
Gavetti, G. and Porac, J., 2018. On the origin of great strategies. Strategy Science, 3(1). pp.352-
365.
Heidari, P., Aghighi, A. and Moradi, M., 2018. Effect of social mobile commerce on Apple
brand loyalty. Opción: Revista de Ciencias Humanas y Sociales, (14). pp.179-216.
Hennessy, J. and Najjar, A., 2017. Apple Computer, Inc.: Think Different, Think Online
Music. Kellogg School of Management Cases.
Lin, I. R., 2017. From promotion to purchase: The mediating effect of perceived value and
moderating effect of player types.
Petruca, I., 2016. Personal branding through social media. International Journal of
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Online
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promises.htm>.
Heineken’s Latest Alcohol-Free Beer Campaign Reminds Us You Can Have One Anywhere,
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[Online]. Available Through:< https://www.swedbrand-group.com/blog/how-apples-
packaging-gives-buyers-a-sensory-experience-that-strengthens-the-brand>.
How Iconic Apple Logo, 2020, [Online]. Available Through:<
https://www.logaster.com/blog/apple-logo/>.
Our services, 2020, [Online]. Available Through :<http://fabnews.live/heinekens-latest-alcohol-
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Source: Simple, yet Elegant : Apple's Slogans, 2015, [Online]. Available Through:<
https://www.linkedin.com/pulse/simple-yet-elegant-apples-slogans-james-dev-j>.
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