Brand Management Report: Evaluating Apple's Brand Strategy and Equity

This report provides a comprehensive analysis of Apple's brand management strategies. It begins with an introduction to brand management and the importance of branding as a marketing tool, followed by an examination of Apple's brand equity. The report then delves into the key components of a successful brand strategy, focusing on customer focus, simplicity, uniqueness, and authenticity, and utilizes the Keller brand equity model to assess brand development. Furthermore, it explores different strategies of portfolio management, brand hierarchy, and brand equity management, as well as collaboration and partnerships for managing the brand. Finally, the report evaluates brand value using various measurement techniques, providing an in-depth understanding of Apple's branding efforts and challenges, particularly in a global context.

Brand Management

Table of contents
TASK 1
P1 Importance of branding as a tool and its emergence in business practice.......................................................3
P2 Key components of a successful brand strategy for building & managing brand equity..................................7
TASK 2
P3 Different strategies of portfolio management, brand hierarchy and brand equity management........................8
TASK 3
P4 Collaboration and partnership for managing brand....................................................................................10
TASK4
P5 Evaluating brand value by using different types of measurement techniques...............................................12
CONCLUSION..........................................................................................................................................14
REFERENCES............................................................................................................................................15

INTRODUCTION
In marketing, brand management can be defined as the analysis and designing on how the
enterprise brand is perceived in trade. Evolution of a better relationship with aimed or targetted
audience is fundamental for the management of brand. Hence, shortly, it can be defined as the
process of improving, maintaining and upholding a proper brand so that the company name is
related with the positive outcome. This consist of a number of essential aspects and concepts that
include consumer satisfaction, cost, competition and in-store presentation. Management of brand
is built on marketing foundation which aims over the brand directly and the method of retain
consumer (Keller, Parameswaran and Jacob, 2011). Apple is telecom organisation which
develops, trades and designs consumer electronics, software and online consumer services. On
the grounds of revenues, Apple is ninth largest enterprise in the entire world. This report will
evaluate general understanding between building brand and branding along with evaluating real
brand to overview approaches to value them in context of Apple. This will create a portfolio and
understand the extended leveraged brands internationally and domestically. It will also assess
how brand hierarchies are managed and built.
TASK 1
P1 Importance of branding as a marketing tool and the way it has emerged in business practice
Considering very essential and fundamental term of marketing, this can be referred as the
concept, product and service that eliminated the company as a unique recognition as brand
among public. This can be stated as endowing products and service along with brand power.
Hence, a brand can be termed as the design, symbol, name and any other features which
recognise one good of seller or service as different from those different traders. This is
considered as one of the most effective and important marketing tool which provide support in
the promotion and sales of services and products of Apple in more significant manner. Branding
is a crucial marketing aspect of any services and product. This create a unique recognition of
enterprise among the marketplace which help in establishing and redefining the brand and its
products in competitive marketplace equity (Kapferer, 2012).
. Apple is a very large enterprise which is also considered as the luxury enterprise that assist in
achieving its objectives. Hence, while developing the brand of Apple, they focus over the
understanding psychology of consumer.
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Brand equity, on the other hand, can be considered as a phrase opted in the industry of
marketing that explains well defined brand value which is associated on concepts that employer
of a reputed brand can generate more and more venues simply through brand recognition. This is
a marketing team focusing and building the brand value of an organisation (Barrow and Mosley,
2011). Brand equity of Apple is considered more effective and best among the entire
telecommunication companies as this rendered value added high tech products and services
within the enterprise. Apple access the consumer perception demands and make certain whether
a proper quality management in the all way. Apple carries ease for consumer for their products
usage service friendly services. The company, through the assistance of proper marketing
components have been able to create favourable brand equity in the marketplace. Marketing has
very dispensable role in the establishment and development of brand equity.
Importance of branding as marketing tool for an organisation:
Brand influence recognition: Management of the company has used brand as marketing
tool in order to create awareness about product among potential customers. Through marketing
firm has advertising their brand name, logo, image etc. because these things are set in clients
conscious mind so that it help to influence recognition of goods, services.
Brand build trust: Through marketing strategies, institution has build trust among
purchasers about quality of product. Management of Apple develop their brand is a symbol of
quality of commodities as well as services.
Brand help to introduce new product as well as services at market: Apply is a well
known brand in all over the world and consumers believe about firm product. Through this
advantage, company has easily introduce their new product at market place with the help to
strong brand recall. For example, Apple iPhone 8 is a latest model followed by 8X. It shows old
model of cell phone has create curiosity of new technology in up next product.
Branding provide competitive benefits: Strong as well as positive brand image of Apply
in customer's mind help organisation to achieve competitive advantage as compare to their
competitors at market place (Rosenbaum-Elliott, Percy and Pervan, 2015). Marketing manager
of the company has used differentiate branding strategies to provide comparison benefits to
clients. For example, Apple has develop marketing plan, in this they are build brand image as
latest innovative goods which help consumers to take decision of purchase.
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Its cater stable asset: Through branding, company has able to gain sustainability as well
as stable asset which help to organisation to run business operation activities in an appropriate
manner.
Provide economic advantage: Brand help to develop value of goodwill of firm at market
place. It provide economic benefits which help to achieve goals and objectives in limited period
of time (Hanna and Rowley, 2011). For example, Apple brand value is 170 dollar billion in the
year of 2017.
Differentiation between brand and product:
Product Brand
Product is produce by an organisation in order
to sell that into market place.
Whereas brand is develop through experience,
perception and expectations of clients by all
offering that are caught up in brand umbrella.
Goods are copied by competitors at market
place.
But brand name, logo, image are legally
protected by organisation to save its value at
market place.
It help to full fill needs and wants of the clients
thus enhance satisfaction in long period of time.
Brand value are build after consumption of
goods and it positivity as well as negativity are
depend on buyer's satisfaction.
Marketing is all about selling product and
services according to market demand.
In this, branding is a part of marketing through
which firm are build image in consumer's mind.
Main commodities of Apple is iPhone, Mac
book, operating system, iPod, iPad, iOS, iCloud
etc.
Each and every product has their own brand
image or value at market place. For example,
iPhone has their won worth.
P2 Key components of successful brand strategies in order to manage and build brand equity
Management of the company has run their business operation activities to achieve aim,
objectives in an effective manner. They are develop strategies to build strong brand image in
customer's mind.
5

Brand equity: It is a commercial value which are derive by clients perception of product brand
name rather then product and services itself. It also called brand value. It all about how much the
customers are associated or loyal toward firm goods. It may be positive or negative in nature. In
other word, may additional price has consumers ready to pay for purchasing commodities
features (Balmer, 2012). These extra cost is the value of brand in the market place. For example,
Apple has sell their product in higher price as compare to other competitors like Samsung into
industry. These high cost shows higher value of brand.
Key elements of strong brand: Management has consider these key element in order to build
brand at market place are explain as follows: Customer focus: Brand of the company has clearly identify who is the target clients and
develop communication plan accordingly. They want to meet their core offer with needs
as well as wants of specific people. Manager has make massage content in buyers
language so that it can be clearly understandable. Simplicity: Core offer, promise and positioning of brand become simple so that each and
every persons have understand that in an effective manner. In resent market research
shows buyers attention span is decreasing when content complex in nature. In current fast
moving life style no one people has give attention to each one thing so that brand
massage should be simple or easy to decipher. Uniqueness: It is a management responsibilities to make product with unique features in
order to gain competitive benefits as compare to competitors at market place. Because
several firm has provide same kind of product so that if organisation want to take
additional benefits then they are used unique selling proposition in order to make brand
more attractive for target people. Uniqueness can not restricted to goods, it also consider
delivery, distribution process etc.
Authenticity: Brand attributes has shows authenticity has on top priority. Most of or approx 60 %
clients recommend product and services of brand which are provide authentic in nature
(Asmussen and et. al., 2013). So, it is very important for organisation to make brand to be
transparent, true value, meaningful, honest etc.
Develop brand: Keller brand equity model also called CBBE model is help to develop brand in
order to customer's needs as well as wants in appropriate ways. There are explain stages of brand
development by using CBBE model:
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Brand identity: It is a way the clients have look up product brand and how they are different
form other competitors brand. It has a image of goods in customer's mind or eyes. Management
of the company has used brand identify when buyers have unaware about firm commodities
two (Dinnie, K., 2015). Through this, enterprises are able to attract large number of individuals
toward business. In order to create brand identity, company used advertisement as well as
promotional marketing tools like online, billboards, newspaper, hoarding etc. Brand meaning: Human mind has consist lot of question in their mind related to why this
product, how its more beneficial form others, quality, features, rating, reliability, good
customer's services and other important information. It divided into two parts brand
performance and imagery. Brand response: Feeling about brand of clients is called response it should be positive or
negative in nature. When clients buy product they have some expectations toward trade
name. If its meet with expectations then customers are satisfy if not then they are create
negative image in buyers mind. Through positive outcomes of goods, individuals are
spread lot of constructive mouth publicity at market place which help organisation to gain
higher profitability and sustainability in long period of time. Brand resonance: Management of Apple has make strong relationship with their
customers by offering high quality commodities and services as compare to competitors
in same industry. Brand advocate is a final level of equity pyramid in Keller model.
Main challenges of developing brand:
Cultural differences: Apple is a global brand and company has run their business activities at
different location where various kind of social cultural environment are exist. In that area, clients
preferences, attitude, perception, behaviours, needs, demand are change so that management of
the company has develop massage content accordingly to target customers and its also modify
with location to location. But some things like logo image etc. has same in all over the world
(Ertimur and Coskuner-Balli, 2015). Increase global consumerism: Through globalisation has able to sell goods at global
level effectively to take advantage of large number of customers. But brand awareness in
that large area is not easy lot of international trade barriers are arise that affect firm
negatively.
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 Financial challenges: When firm has operating business activities in different nation
then they need lot of fund to invest but each and every organisation can not capable to do
the same.
TASK 2
P3 Various strategies of portfolios as well as equity management and brand hierarchy
Apple is a one of most valuable brand in the world with an approximation worth nearly
$146bn*, according current market environment in one report of Brand Finance Portfolio 100,
which measured brand name to find out which one is more powerful and valuable as compare to
others brand by country as well as by industry (Burmann and König, 2011).
. Alphabet stated for Google's parent company has taken second place at international level with
the portfolio worth of $99bn that has followed by Samsung Group $83bn then Wal-Mart Stores
$78bn in United Kingdom and Microsoft corporation $74bn.
Brand Portfolio management strategies for Apple and Samsung:
Strategies Define Apple Samsung
Corporate brand It refers to activity of
promoting brand name which
are related to various aspects.
Apple has high brand
name in all over world
and mostly does uses
corporate branding tools
and techniques.
Another famous name
in all around globe
where consumers
recognise brands name
through which it grabs
attention of customers.
high in numbers.
Umbrella brand Another name of this approach
is family branding. It includes
usage of a brand name in order
to promote various
commodities of the brand.
Apple has wide rande of
products and services
and try to maintain
quality of. their
products and services in
order to better serve to
them here, Umbrella
strategy aid in targeting
Samsung tries to adopt
same sort of strategies
that has been used by
other famous firms like
Apple and so on. In
order to fulfill needs of
customers this
organization try to
bring uniqueness in
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their products and
services.
consumers high in
numbers.
Endorse sub
brand
Another strategy which is
being used by firms in order to
enhance their profitability.
Brand's architecting is being
done under this where various
sub brands gets
Apple does business in
most of countries which
makes them to adopt
this technique in order
to better serve to people.
Samsung try to make
their products much
different from others as
innovation is necessary
to sustain at
marketplace.
connected with one parental
brand.
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Product Human needs are being
fulfilled under this phase
where a company
manufactures products
according to requirements of
customers.
IPhone, IPad, MacBook
are some gadgets have
been mde by Apple.
Samsung galaxy edge,
S8, laptop are some
products of which
Samsung has done
manufacturing of them
in order to serve to
consumer.
Portfolio management - A company has manufactured various types of products having
different features at variable rates as per requirement of customers. But brand image of a
company shows effectiveness of all in a same manner. It not only shows popularity of goods but
also reflects image of a firm at marketplace (Buil, De Chernatony and Martínez, 2013). In
context with brand portfolio, it refers to image of single commodities by including diverging
concept i.e. one is active and second one is passive.
 Active portfolio management: This strategy is used to capture mind of customers for a
particular product. In addition to this, management of company takes decision how top
promote each good in a unique way. Therefore, this technique is very used by Apple Plc.
through which product has gained success in attracting minds of customers.
 Passive portfolio management: In this type of strategy, instead of management,
investors of organisation takes decision in promotional activities. For this assistance,
Apple has launched its business in various countries and promote products in own
manner.
Brand equity strategies - Concept of Brand equity is different from financial equity in terms
of procedures. This strategy is used to describe value of particular brand in unique style.
Therefore, on the conceptual point of view, brand equity of Apple Company has gained the
highest position in the world'
Brand hierarchy - This concept is summarised the strategies of branding along with three
main objectives that are:
 Leverage: In order to increase brand image, Apple can used horizontal and vertical
strategies.
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 Clarity: In this process, a company like Apple makes a clear concept of its products in
order to makes a clear image in minds of customers.
 Synergy: This strategy is used to fulfil expectation of customers in a profitable manner.
TASK 3
P4. Collaboration and partnership for managing brand
In today condition in world data innovation organization have solid brand picture at market to
other segment organization(Du Preez and Bendixen, 2015). Apple and Microsoft these two
organizations are lead the market with propel innovation in their item and administrations. The
two organizations have solid brand picture in buyer psyche and high brand value . They are
working their business outside the nation of origin too with the goal that they are universal firms.
What's more, their image are perceive at worldwide level. These all universal marking
procedures are demonstrated as follows:
Brand extension -Brand expansion mean spreading the item at commercial centre. Apple
Company has driving association at advertise that offers chance to firm to increase their
propelled. Macintosh makes PCs and telephone for buyers.
Strategies and approach of brand extension: organization go for mark augmentation when
firm perceive that they are competent to item quality products and ventures for their clients.
Mac Company has enter in music segment after perceive customer needs and needs, that
give assistance to offer PCs also.
Organization has investigation their potential for mark expansion through shifts mark
methodologies, some are as per the following:
Innovation: Microsoft organization proprietor say that on the off chance that you can to supplant
your item then other one are supplant it with the goal that utilization advancement instrument for
long haul manageability
needs (Gromark and Melin, 2011). Apple are do that same at abnormal state, they will utilize
proceeds with advancement techniques to enhance their own item and administration much of
the time. Apple Company has included an incentive in their item through increment
determination and highlights.
Brand portfolio management: Apple has extensive variety of item and administrations in their
firm. Brand supervisor has utilize suitable methodology for dealing with this portfolio in
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every one classifications of item. Organization has incorporated at least two than two brand
for viable amplification. For this, Apple Company makes powerful brand systems and
increase upper hand at commercial centre those expansion efficiency and productivity of the
firm.
Market Penetration: Market entrance mean organization has deal their item to existing
customers of specific merchandise. In this procedure shopper request overhauled variant of
existing item and administrations. Apple organization has redesign their item on proceeds with
bases so they will pull in existing shopper to buy updated form of their item that expands offers
and productivity of the firm. This all procedure is tied in with creating income shape existing
shoppers by giving better item and administrations. Through market entrance Apple organization
has fruitful in their buyer maintenance systems (Brand Strategy. 2016).
Product development: Organization has known their market situation and as indicated by that
they will make systems for future objectives. Advancement is essential instrument of item
improvement. Item advancement is an extremely dangerous technique for the organization since
future is indeterminate. This methodology can be utilized by organization when they are known
their item isn't new for showcase. Apple Company goes out on a limb and grow new item that
give initially moving favourable position to firm at commercial centre. Apple Company has
propelled IPhone which are special for current market
Market development: Market development means launching their product and services at new
market place for new consumers. Apple company has launch their product and services into
others country as well so that they will develop their market. Through market development
company may increase their profitability and market share because they will encourage new
consumers for purchasing firm product and services. Apple company have operate their
business in several country so that, they have an opportunity to develop new market
according to their culture and environment.
Diversification: Diversification means developing existing product to attract new consumers by
new product and services. It's a risk minimization tool for the brand managers. Its decrease
risk of lees number of consumers, that strategy provide high market share to the firms.
Through diversification company has sustain their original consumers and approach new
consumers which help to gain profits and high market share. Apple company ahs use this
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