Brand Management: An In-Depth Analysis of Apple's Brand Resonance

This report provides an in-depth analysis of Apple's brand resonance, examining its strategies through the lens of the brand resonance pyramid. The introduction outlines the framework, detailing the stages of salience, performance and imagery, judgment and feelings, and resonance. The analysis focuses on how Apple cultivates emotional connections with customers to foster brand loyalty and overcome price sensitivity. The report explores how Apple leverages its brand identity, meaning, response, and association to achieve high levels of brand resonance. Suggestions are provided for Apple to further enhance its brand resonance by emphasizing its past achievements and refining its brand logo. The report concludes with a summary of the findings, highlighting Apple's successful approach to brand management and customer relationship building.

Brand Management

Contents
Introduction...........................................................................................................................................1
Analysis..................................................................................................................................................1
Suggestions............................................................................................................................................5
Conclusion.............................................................................................................................................6
References.............................................................................................................................................7
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Introduction
In this report the concept of brand resonance pyramid is discussed which is basically a
framework that defines some wider categories or stages toward brand development. This
includes salience where it is relevant to interpret how vita brand salience is to branding
procedure. Brand salience links to consciousness of a firm’s products and its relevance to
target segments, so it transmit the relevance of marketing, advertising, promotions and public
relations in to continued interaction efforts of a brand with target audience in order to
establish consciousness and convey a firms relative significance, value proposition and
distinction from other provider of similar brand or products. The second stage is performance
and imagery and at this level of resonance pyramid all features and visual demonstration of
brand is conveyed to audiences who experience the brand irrespectively. Through imagery
customers experience and assess characteristics of product and these involve reliability,
efficacy, style, design, value, personality and encounter. From these experiences, customers
start to form judgement and feelings for their brand which is next stage of the pyramid.
Judgement and feeling stage is transition phase and is vital one as it is the link between the
characteristic of brand and resonance levels. At this stage, customers of the brand form
relevant judgement and feelings about the brand based on performance and image. If the
brands performance is below standard, the targeted customers judgements and feeling will
reflect that and thus brand resonance is not attained. Further from public relations and
branding outlook , much of what a brand does is established when a brand successfully meets
their customers’ needs and expectations who experience or use the brand which helps them to
form their judgement and feelings that drives ultimately to brand resonance. The final phase
of pyramid is resonance which demonstrates incredibly strong and intense connection with
the brand that results into active loyalty by brand’s users and which drives intense ability in
the brand to overcome competitive actions taken by other brands. In this report brand
resonance pyramid and their stages is outlined in context to Apple which is one of the
prominent brands in market that are known to differentiate and connect highly with their
customers.
Analysis
Association with customers on an emotional and personal extent has been an established
technique that encourages long lasting brand association, as such firms focus to promote
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competitive edge during dynamic business environment by leveraging exceptional emotional
association with customers better in comparison to competitors. Apple is a pioneer example
of brands that use this tactical approach to their advantage and builds high level of emotional
bonding with their customers which enables their brand to become less susceptible to price
war, giving capacity to charge premium rates (Sinha, 2017). Also through creation of strong
emotional bond, Apple brand tend to get less susceptible to adverse reviews which drives
enhanced loyalty, repeated purchase and favourable word of mouth publicity both online and
offline. However success in marketplace depends overall at what extent the customers feel
associated with their brand as emotional brand associations established higher positivity over
firms performance. Thus brands require to create higher brand resonance to drive emotional
association with customers. The concept of brand resonance describes the level to which
customers feel that they are in alignment with the brand and thus resonance is attributed in
context of intensity or magnitude of psychological association that customers have with the
brand as well as the extent of activities triggered by this loyalty (Cheng, et al. 2019). Thus
firms having higher level of brand resonance are considered as strong brand and leverage
numerous advantages from this capability.
Further brand resonance is firmly linked with consumer based brand equity model which
makes brand powerful enough to lie in the mind of customers. The extent of brand resonance
even determines consumers outlook of the brand and thus this is the overall objective of
brand building and final phase to be attained when establishing strong brands.
Brand Resonation Pyramid
Brand resonance can be created by either logical or emotional path with last part being the
deepest link between brand and customers. The way to the top of brand resonance pyramid is
formed by several building blocks such as (1) establishing recognition of brand in specific
product segment or establishing brand consciousness, (2)building brand’s meaning in
perception of customers, this is categorised based on logical or emotional brand building. On
logical side emphasis is on brand performance, meeting customers functional requirement
and on emotional side brand imagery, ability of brand in appealing customers psychological
or social requirements. The other blocks include building customer response in context to
brand judgement and feelings and building intense active loyalty or brand resonance (Sharma
and Jasrotia, 2016). The tip level pyramid is only possible to be reached if all building blocks
are systematically addressed.
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Fig: Brand Resonance Pyramid
Source: (Shafaei, Nejati and Maadad, 2019).
Further for creating strong brand resonance, firms like Apple focus extensively on building
brand identity, brand meaning, brand response and brand association which has helped them
to successfully attain brand resonance.
Salience =Brand identification: at this level Apple insures that each of their products
generates awareness amongst the customers and to build a bonding of brand with perception
of customers Apple stimulates the special features, usage, design and elegance linked to their
brands to appeal segments. Example Apple has built their brand recognition through their
tagline “Think Different” which establishes the fact that Apple’ does not sells a product to
customers, rather they sell experience with their products (Shafaei, Nejati and Maadad,
2019). To drive brand salience Apple regularly promotes their product’s exceptional benefits
to build awareness in such a manner that customers are able to recall and recognise. Apple’s
logo, marketing efforts has capability to distinguish itself from others and create perception
of simplicity, exclusiveness and premium quality. Apple’s attention to detail and aesthetics of
products enables their brand to build high association with customers like sense of luxury and
symbol of status.
Performance + Imagery = Brand establishment: this level adds meaning to products by
creating perception in customers so that they can relate and this is presented through
performance and brand image. Apple’ has built their brand image by meeting customers
psychological and social needs. The intangible aspect of Apple product is driven by its value
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and perception that moves from functional benefit of products to satisfy experiences. For
instance Apple has always associated their brand imagery with experience demonstrated
through their products. Customers are at centre of everything that is done by Apple like Shot
on iPhone campaign which presented absolute versatility of iPhone camera as well as
featured delightful videos shot by real people. Such kind of promotional efforts reinforces
image and offer Apple’s customers scope to get connected with their brand coupled with
human emotion and product benefits. Also Apple products are built with high level of
innovation and quality that attempts to deliver extraordinary performance that exceeds
customers’ needs and desires (Moura, et al. 2019). Apple communicates its brand
performance by presenting exceptional functional ability of their product and supplementary
features, reliability, durability and serviceability. Apple products brand performance
emphasise great support for multi-tasking, user friendliness, high speed, unique OS and long
lasting. While brand image of Apple products is created by appealing social status of
elegance, exclusivity, high end or premium products, brand loyalty and high quality
demonstrated in their products through cutting edge technological application. Apple’s brand
performance related to fulfilling customer needs and expectations through their products and
services functional attributes involving primary features, style, design and service
effectiveness (Botschen and Wegerer, 2017).
Judgement + Feelings = Brand Response: the type of brand response is largely dependent
over the nature of brand association. Once relationship of brand is established with customer,
following phase is to obtain response i.e. what consumers feel about the brand? This has link
with brand judgement and brand feelings. Like judgement about Apple brand arises from
customers relating the brand with aspects like quality, reliability and consideration of need,
which pulls together on performance and imagery interconnection. Judgements are blended
with customers outlook of the brand like customers of Apple have opinion that their products
are of high quality, perceived as having finest expertise, being reliable and likable as well as
being unique and better over other brands (Qiao and Wang, 2017). Apple is a great brand
and customers adore it and their reaction and responses associate brand value and feeling of
emotions like happiness, excitement and security. Positive Feelings towards Apple brand has
evolved amongst customers mind from sense of existence or brand awareness and identity
which has made customers feel that Apple products are way ahead of just existence, rather
these determine feeling of significance in context to personality of customer and emotional
attachment. Brand feeling of Apple products is more than personal outlook about the brand, it
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is firmly interconnected with customers emotional response and reactions with regard to the
brand.
Resonance= Brand relationships: the last block of brand resonance pyramid is customer’s
association with the brand. Resonance is presented by magnitude of psychological bonding
that customers have with brand and their extent of involvement with the brand. At this stage
brands build strategies to build interaction with their customers so that they are encouraged
for repeated purchases and marketing efforts play a significant role in this stage which helps
to create a sense of community or connectivity created around the brand. Example, Apple
creates strong customer feelings of affinity with their products that helps to drive brand
relationship and from outlook of customers it helps to promote attitudinal loyalty and sense of
association which further stimulates customers behaviour toward the brand and helps to reach
purchase decisions. Apple builds emotional connect with their brands by influencing
psychological bonding that customer has with Apple brand which lead to loyal followers,
repeat purchase and so on (Botschen and Wegerer, 2017). The values demonstrated by Apple
products drives emotional resonance and this is the most rewarding aspect in brand resonance
pyramid. Apple focuses on high customer engagement model which helps to drive brand
relationship and resonance. Apple creates channel whenever their products are launched so
that customers can experience them first hand. They even design environment like exclusive
Apple stores where customers can hang out and experience their great products. Further
Apple demonstrates exceptional value through their products commitment and keep
customers first above all, as such they have stringent quality control measures and protocols
that reduces customer service issues. As such products of Apple are perceived as long term
investment by their customers.
Suggestions
On basis of analysis the following suggestion can be considered by Apple so as to boost their
brand resonance:
 Apple can demonstrate their brand performance and relate it with brand imagery to
drive resonance which will help them to prove that their brand presents high level of
attainment. Further from perspective of branding this measure will include relating
Apple brand and pushing campaigns based on past strong achievements that were
attained which made them stand out from others (Qiao and Wang, 2017). This can
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include those products that reminds customers of memories in time where Apple
perfected something significant. Declaring previous success is complicated stuff but
Apple can use this approach by subtly mention their exceptional successes. Other
suggestion that can be considered by Apple includes re-emphasizing valuable detail of
their brand logo to make it more identifiable and close to community and people who
matters most. This will help to boost brand resonance. Apple can transform the image
of their brand logo and can redesign something new that can capably induce feelings
for people who can visualize the logo. Example, Apple can start a campaign where it
can urge its loyal customer base to participate in a logo rebuilding event such as it can
use events of most significance to speak through their brand logo like using their logo
or tagline pertaining to natural disaster (Sharma and Jasrotia, 2016). By starting such
campaigns Apple can connect with their customers to receive fresh perspective and
can listen to their ideas and then funds gathered through such campaigns can be
donated to proceeding of relief funds. All the while the Apple brand can enjoy
positive feelings from customers who visualize the logo and this can boost resonance.
 Secondly Apple can restate brand significance and enhance noticeability which will
help them boost their brand resonance by making people notice their brand in new
outlook. Marketing campaigns can meet this need where Apple can push a revamped
brand awareness among customers. This kind of positioning needs to consider the
manner by which customers of Apple already relate to their brand and like to
remember. Apple can measure and examine how frequent is their brand remembered
in conditions where customers get enticed to choose Apple products against other
brands. Such evaluations can help to understand what are the things or elements that
customers of Apple notice most and then these assessment information can be used to
plan a refined marketing action to insure that customers think of their brand and relate
to it with some significant moment. By this way Apple can reposition their brand so
that it can create a sense of relevance to mind of customers. The timing, placement in
this initiative is vital.
Conclusion
Thus it can be summarised that brand resonance is the association between customers and
their brand and this interconnection can be in the kind of behaviour, psychological and social
association. Based on analysis of brand resonance stages of Apple it can be concluded that
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brand resonance and brand relationship has been extensively driven through efforts of
Apple’s marketing and promotional approach.
The analysis clearly explained the influence and interconnection of demographic
characteristics of customers with their brand association and has demonstrated the manner
through which psychographic dimension of demography of consumers has helped Apple to
build strong and positive brand interconnections. Apple has emphasised on leveraging
emotions to boost their brand identity and essence of brand marketing where their brand has
engaged emotionally with their customers to build intense and deep association and have
literally created memorable identity which has helped Apple succeed their positive emotional
connect and high resonance. Moreover Apple has built their brand equity by distinguishing
themselves through high level of innovation, extraordinary customer services and appealing
marketing and promotional campaigns that has helped them get engaged with customers
emotions. Further brand resonance pyramid has demonstrated that Apple has dominantly
developed their brand interconnection with their customers which has helped to drive brand
loyalty where customers feel intensely loyal to Apple products and has moved to sense of
brand attachment. Apple has further attached their brand with brand community and social
security where customers find Apple products extensively reliable and trustworthy as
compared to premium prices that are paid. By maintaining their brand promise of Thinking
Differently Apple has been one of the adorable brands in smartphone and technology industry
that has formed high brand resonance and brand involvement with their customers. Thus
Apple’s successful brand resonance approaches illustrates why their customers are willing to
pay premium prices for their products as these offer substantive differences and
communicates successfully value proposition to customers.
References
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Cheng, Y. Y., Tung, W. F., Yang, M. H., and Chiang, C. T. (2019). Linking relationship
equity to brand resonance in a social networking brand community. Electronic Commerce
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Moura, L. R. C., Ferreira, P. R., de Oliveira, A. D., and da Silveira Cunha, N. R. (2019). Test
and validity of the Brand Resonance Model’s. Revista Gestão & Tecnologia, 19(1), 4-24.
Available: http://revistagt.fpl.edu.br/get/article/view/1466
Qiao, L., and Wang, H. (2017). Building a Strong Customer-brand Relationship From CBBE.
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process. Journal of Marketing for Higher Education, 29(1), 121-133. Available:
https://srhe.tandfonline.com/doi/abs/10.1080/08841241.2019.1605438
Sharma, A., and Jasrotia, V. (2016). Managing Customers Brand Experience for Creating
Brand Resonance in Smartphones. International Journal on Customer Relations, 4(1), 12-23.
Available: amazonaws.com/academia.edu.documents/58161730/03.p
Sinha, A. K. (2017). Impact of Product Innovation in Building Brand Equity on Consumer‟ s
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