iphone 6s Brand Positioning and Brand Equality Assignment 2022

iPhone 6S
Brand
Positioning
and
Brand Equity

Identification of the Product
• The iPhone 6S is the chosen product
for this study, which is the ninth
generation smartphone designed by
Apple Inc.
• The product is designed similar to
the iPhone 6 but incorporates
certain upgraded attributes such as
strengthened chassis, 12 megapixel
camera, updated system-on-chip,
LTE advanced, enhanced fingerprint
recognition sensor along with “Hey
Siri” abilities.
• The new facet of the iPhone 6S is
the “3D Touch” that capacitates
pressure sensitive touch inputs.

Competitive
Information • The most significant competitor of any iPhone
is the varied range of android phones available
in the global market. For the iPhone 6S
products like Samsung Galaxy S6 Edge, Sony
Xperia Z5 Premium, Samsung Galaxy Note 5,
HTC One M9 and LG G4 are its contenders.
• The competition is based on the display
technology featured in these smartphones
such as the QHD AMOLED and Force Touch
display that are present in Samsung and Sony,
however not in the iPhone 6S.
• Regarding the CPU used in iPhone 6S, it still is
limited to two while Android flagship have
upgraded the core to at least 6 in count. The
cameras are also inferior compared to the
Android phones and hence, Apple needs to
upgrade varied features to gain an edge over
the wide customer base of the Android phones.

Environmental Scanning
Political factors: Firstly, free trade policies
that are often implemented in varied
countries can aid the distribution chain of
Apple across the globe. The stable political
conditions of certain developed countries
can help Apple grow and develop
accordingly, as reduced political
disturbances in an economy helps industries
to flourish. Apart from these opportunities,
the trade disputes between China and the
USA can pose as a threat to the potential
growth of the company. The growing
tensions between the two countries can lead
to an increase in the tariffs imposed by China
on the electronic parts that are utilized by
Apple in its product assembly. By considering
Economic factors: The stable
economic conditions of the developed
countries can procure opportunities for
Apple to expand. It must also be noted
that the developing countries shall have
more opportunities for the company. For
instance, Apple can increase its sales in
Asian markets, as the growth rate of the
economies of the Asian countries are
higher.