Analysis of Apple's Brand Equity and Portfolio Management

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BRAND MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
FUNCTIONING OF MARKETING DEPARTMENT IN BRAND EQUITY...........................6
STRATEGIES LEADING TO THE STRENGTHNING OF BRAND EQUITY.......................6
CONCLUSION............................................................................................................................9
TASK 2..........................................................................................................................................10
ANALYSIS OF DIFFERENT STRATEGIES OF BRAND PORTFILO MANAGEMENT
AND BRAND EQUITY MANAGEMENT..............................................................................10
HIERARCHY MANAGEMENT OF BRAND WITHIN ORGANIZATIONAL PORTFOLIO
...................................................................................................................................................12
BRAND EQUITY MANAGEMENT........................................................................................13
TASK 3..........................................................................................................................................15
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and
global level.................................................................................................................................15
COLLABORATIVE AND PARTNERSHIP AGREEMENTS................................................16
TASK 4..........................................................................................................................................18
P5 & M5 EVALUATE DIFFERENT TYPES OF TECHNIQUES FOR MEASURING AND
APPLICATION OF TECHNIQUES FOR MEASURING AND MANAGING BRAND
VALUE USING SPECIFIC ORGANISATIONAL EXAMPLES............................................18
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................22

INTRODUCTION
In today’s world, the proper definition of the business is not defined in the single word, it
involves many other factors which help in the contribution of popularity in the business. The
major factor which helps in defining the profit to the business is the term “BRAND”. It can be
defined as the special symbol of a company which makes the identification of the company
unique and popular; it can be also defined as the collection of the unique name and logo followed
by the attractive tagline (Farhana, 2012). Brand is something which helps in defining the
physical as well as the personal qualities to maintain the relationship across the organization.
Many brand strategies and the key values are observed in the management techniques resulting
in the importance of brand management (Farhana, 2012).
In the report the main focus is been done on one of the top leading company in the sector of
manufacturing the hardware products such as mobile phones, computers ,tablets ,watches etc. It
is most popularly known for its size and the profit earned by it. Recently, it had generated the
revenue of $265 billion in the year 2018 all over the world (Statistica, 2018). Apple is the
world’s biggest company in terms of the information and the technique .It has been ranked as the
3rd largest company in terms of the mobile production in all over the world (Farhana, 2012).
Figure 1:History of Apple
Source: (Farhana, 2012.).

TASK 1 CONSTRUCTION AND MANAGEMENT OF BRAND OVERTIME
BRAND POWER
INTRODUCTION
BRAND
For every company brand serves as the most valuable asset within the company. It has the unique
identity in association with the services and the products defined by the company. The brand
adds the essence to the enhancement of the identity of the company and it also helps in
differentiating the company from the others. The popularity of the company is based on the
brand logo and the name (Farhana, 2012). Brand value acts have a mirror through which the
reflection of the audience towards the brand can be easily seen. The symbol of an bitted apple is
the symbol which denotes the entire apple company (Farhana, 2012).
BRAND EQUITY
The commercial value which is given by the perception of the consumer in reference to the
products and services is called the Brand Equity. If the brand is made attractive for the customers
than it can serve as the boon for the entire company. Brand Equity can be a premium which can
be charged by the customer (Farhana, 2012).
In terms of an apple company, the success story of the apple company can be seen in terms of its
brand popularity. The brand building acts as an essential method to enhance the customer loyalty
within the market. It can be served as the continuous process in achieving the desired position of
the company within the market. The levels of the brand building with the aim to achieve the
competitive benefits are defined below:
Specialized Audience: It is the first level in the process of defining the targeted audience with
reference to sell the products of the Apple. It is also necessary to meet the demands and
requirements of the targeted audience (Farhana, 2012).
Brand Mission: The Apple company requires defining the values to build the brand over all the
channels .The company also adds a tagline to the generated logo with the aim to achieve the goal
more effectively. For example the tagline introduced by the apple is “THINK DIFFERENT”.
Market Research: It also serves effective to analyze the competition in the market, to generate

the strategies for the brand development (Farhana, 2012).
Value Proposition Creation: It lays emphasis on the ways to make the product different from
the other products in the market.
Brand Guidelines: During the brand definition the proper consistency in terms of the guidelines
and rules should be defined same in over all the channels, thus making easy to work upon the
guidelines (Farhana, 2012) .
Popularity of Brand: It is the final step in which the Brand has been launched in the market by
the Brand Manager supported by many sponsoring events and programs.
Brand Revitalization is a marketing strategy to recapture lost source of brand equity and make
efforts to establish and identify a new source of brand equity. This can be done by way of
product modification and brand repositioning. Apple tool takes several initiatives in order to
launch the marketing programs that help the company to revitalize the brand (Farhana, 2012).
For example –Apple changes its tag line from “The power to be your best” to “Think Different”,
on applying the CBBE Model. The model suggested by Kelvin Keller highlighted the four key
levels in order to build a successful brand. It is a customer based brand equity model. CBBE
model provides various factors that influence the beliefs, opinion and perception of the customer.
Thus, Apple can strengthen its brand image by applying this model (Aaker and Biel, 2013).

Figure 2:CBBE Model
Source: (Aaker and Biel, 2013).
FUNCTIONING OF MARKETING DEPARTMENT IN BRAND EQUITY
In the Brand Equity the marketing effect and the outcome acts as the base of defining the Brand
Equity.
The marketing events are the collection of product, price, and promotion of the product. In the
marketing environment, communication plays an important role in deciding the popularity of the
product. It also helps in creating the permanent image of the product in the eyes of the consumer
(Aaker and Biel, 2013).
The proper classification of the channel through which the Brand is popularized is been defined
by the marketer of the company. The marketing sector of the company increases the value of the
brand by defining the loyalty in the costumer .They also help in recreating the image of the
Brand in the minds of the customer (Aaker and Biel, 2013).
STRATEGIES LEADING TO THE STRENGTHNING OF BRAND EQUITY

Quality Products and Services: In a business environment of APPLE, the products have been
designed for the costumer .If they are not designed according to the customer satisfaction than it
would lead to the negative impact of the company over the customer which will result in the loss
of the business (Aaker and Biel, 2013), In order to maintain the consistency of the business,
customers should be valued.
Competitive Analysis: The aim to achieve the targeted goal in the business can be only achieved
when the proper analysis of the market as well as the customers is made. One of the effective
way to achieve this is to get certified by the defined organization (Aaker and Biel, 2013).
Stable Brand Image: In this feature the brand image been decided should hold the fix place in
the company so as to generate the maximum revenue over the longer time period. For example:
In the Apple company the brand image is made consistent throughout the years which results in
the popularity of the company in all over the world (Aaker and Biel, 2013).
Brand Reinforcement: It is termed as the innovation in the product manufacturing, design
ensuring the proper maintenance of the Brand Equity within the customers. Many plans have
been made to maintain the long term advantages of the brand within the market. Apple also
works on upgrading its devices towards the new technologies according to the marketing trend
(Aaker and Biel, 2013).
Brand Extension: As the name itself suggest, it deals with defining the new features within the
existing equipment such as Apple extended its capability in manufacturing the additional things
such as headphones, watches etc.

Figure 3:All in one
Source: (Aaker and Biel, 2013).
Brand Identity: The basic idea to define the clarity about the brand is to uniquely define the
symbol and the tagline for the brand identity (Aaker and Biel, 2013).
Brand Meaning: Before the finalization of any symbol the main idea behind the symbol of the
brand should be made clear. In the Apple company, the symbol of a bitted apple symbolizes the
availability of the apple products in every single home.
Brand Responses: In any sector the feedback or the response plays a major role in deciding the
progress of the company as through the responses the manufacturers came to know about the
areas of improvement within the product (Aaker and Biel, 2013).
Brand Relationship: In order to achieve the success within the company such as Apple,it is
necessary to build the healthy relationship with the customers, which can directly lead to the
development as the growth of the company (Aaker and Biel, 2013).

CONCLUSION
Branding serves to be the most essential tool in the unique identification of the product and it
also helps in distinguishing the product with the other products .Branding also effects the
business strategy of the company has it helps in defining the correct way to take the company at
newer level. With respect to all these factors it makes the Brand Management important in every
organization and at every level of organization (Aaker and Biel, 2013).

TASK 2
ANALYSIS OF DIFFERENT STRATEGIES OF BRAND PORTFILO MANAGEMENT
AND BRAND EQUITY MANAGEMENT
The management of the brands as well as the sub brands in the target market is known as Brand
Portfolio. It plays major role in defining the strategy for the development and the success of the
company. Apple is the best example to define the brand portfolio strategy of the company
(Santos-Vijande et al,2013).
In-depth of Branding
This can figure out the nature of the current strategy with the subjective changes that are linked
with the product category and presenting the lines models with the nature of the stocks that can
be repaired.
Breadth of product mix
There are number of the product lines which can differently linked with the number of the
products of the brand such as computers and others
The key features which clearly define the success of the Apple Company are:
Apple’s current strategy includes not only the existing elements but also iMac, iBook, iLife, iPod
etc. where the prefix ‘I ‘defines that the products are designed for the use of the customers.
In 2014,Apple came up with the new architectures such as Apple Pay, Apple Watch which does
not have any letter associated with it ,it simply defines the product name along with the Apple
has the prefix, which is also known as the umbrella architecture(Santos-Vijande et al,2013).
Sub-Branding Strategy: It is defined as the combination of more than two brands combined to
make the valuable meaning .In case of the apple company it initially started as the manufacturer
in computers, but today there are many more equipment made by the apple (Santos-Vijande et
al,2013).

Targeting and Market Segmentation: Apple uses the behavioral segmentation technique on the
basis of the customer decision making .Apple has increased its popularity and the availability by
opening large number of apple offices all over the world(Santos-Vijande et al,2013).
In order to increase the Brand Equity ,Brand portfolio strategy serves as the major key element
as it provides the path to link with overall customer perception. It also helps in resolving the
issues associated with the brand.
The strategies gives the way to define the bad performance and the challenges related to the risk,
resulting in the proper solving of the problems associated with the company (Santos-Vijande et
al, 2013).
Figure 4: Brand Architecture
Source: (Santos-Vijande et al,2013).