Analyzing Apple's Branding Strategy and Customer Purchasing Decisions

This dissertation examines the influence of branding strategies on customer buying behavior, with a specific focus on Apple Inc. The study investigates various branding strategies, their significance, and their impact on consumer purchasing decisions. The research includes an introduction to the topic, literature review covering branding strategies, customer behavior, and the impact of branding on buying decisions, followed by a detailed research methodology section outlining the research type, approach, philosophy, design, data collection, sampling, and analysis methods. The data analysis and findings are presented, leading to conclusions and recommendations for Apple to improve its brand image and performance. The dissertation aims to identify branding strategies, assess their significance, evaluate their impact on customer behavior, and recommend effective strategies for business improvement. The research explores the evolution of marketing strategies, the importance of branding in the modern market, and Apple's strategies in maintaining a competitive edge, emphasizing the influence of advertisement and technological advancements on consumer choices. The study employs a mixed-methods approach, including both qualitative and quantitative data collection to support its findings.

Dissertation

Abstract
With the dynamic and suddenly changing external environment, it became inevitable and
important decisions of the organization to retain competiveness and get rid of turbulent
marketing conditions. Now-a-days, the success of the company greatly depends upon how
effectively it gathers and analyzes enough set of information about their market in which it
transacts and operates. Marketers need to research and investigate about user requirements,
desires, buying preferences and purchasing habits to derive success in the market. In the study, it
has been founded that branding strategies have high level of impact on the buying behaviour and
purchasing decision making aspect of customers. Advertisement is the main extrinsic factors
that closely influence the decision making aspect of customers. It helps organization to achieve
strong competitive position, larger revenue and good reputation in the market. From the data
analysis, it has been analyzed that Apple provided quality products to the consumer that enable
the business to gain strong position and become a leader in the industry. Moreover, majority of
the participants had agreed that technological advancement is the main factor that enables Apple
to build a distinctive position in the market and enable the firm to compete effectively in the
market.

ACKNOWLEDGEMENT
I would like to thank my guide as they have provided me good knowledge and effective
support for conducting study in an appropriate manner. I would like to express my thanks to
friends, colleagues as well as family members. Moreover, they have guided me at every step of
thesis. Through their support I was able to accomplish my dissertation in the best possible
manner. In the series I would also like to state special thanks to my team members who have
assisted in collecting data and in analyzing it further.

Table of Contents
Table of Contents.............................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................4
Background of the study..............................................................................................................4
Rationale of the study..................................................................................................................5
1.3 Research aims and objectives................................................................................................6
1.4 Research questions.................................................................................................................6
1.5 Significance and scope of the study.......................................................................................7
1.6 Structure of dissertation.........................................................................................................7
CHAPTER 2: LITERATURE REVIEW.........................................................................................9
Theme 1: Meaning and types of branding strategies...................................................................9
Theme 2: Significance of branding strategies to the organization............................................12
Theme 3: Customer buying behavior and decision making......................................................14
Theme 4: Impact of branding strategies on customer buying behavior.....................................15
LITERATURE GAP......................................................................................................................17
Conceptual Framework..................................................................................................................18
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................19
3.1 Introduction.........................................................................................................................19
3.2 Research type.......................................................................................................................19
3.2 Research approach..............................................................................................................20
3.3 Research philosophy............................................................................................................21
3.4 Research design...................................................................................................................21
3.5 Data collection.....................................................................................................................22
3.6 Sampling..............................................................................................................................23
3.7 Data analysis........................................................................................................................24

3.9 Ethical consideration..........................................................................................................25
3.10 Reliability and validity......................................................................................................26
3.11 Research limitations...........................................................................................................27
CHAPTER 4: DATA ANALYSIS AMND FINDINGS...............................................................29
CHAPTER 5: CONSLUSION AND RECOMMENDATIONS...................................................48
REFERENCES..........................................................................................................................54

CHAPTER 1: INTRODUCTION
Tile: Impact of branding strategy on customer buying behavior: A study on Apple
Background of the study
In the globalized economy, most of the companies’ desires to expand their operations
worldwide, however, differences in people needs and wants makes it essential for the
establishments to analyze their market requirement first and determine the factors which may
drive success to the organization. In the 21st century, a significant shift and changes can be seen
in the marketing strategies of the firm as now-a-days, commercial organization pay extensive
focus towards their advertisement, marketing and promotional policies to become highly
competitive and sustainable (Treen and et.al., 2016). With the dynamic and suddenly changing
external environment, it became inevitable and important decisions of the organization to retain
competiveness and get rid of turbulent marketing conditions. Now-a-days, the success of the
company greatly depends upon how effectively it gathers and analyzes enough set of information
about their market in which it transacts and operates. Marketers need to research and investigate
about user requirements, desires, buying preferences and purchasing habits as well. In order to
ensure sustainability and better survival, business units are greatly interested in creating and
building strong branding position, so that, long-lasting relationships can be maintained with the
final users. In this respect, firms inject enough time and resources to study the sociological and
behavioural aspects so as to get deeper insight towards buying pattern of the consumers (Patha
and Lim, 2016).
With the changing period, branding has emerged as vital and key elements of
corporation’s marketing strategies and represents corporate reputations and image in the mind of
customers. In order to build a good reputation and image, companies often employ various
branding theories, concepts and strategies, so that, a unique preposition can be developed in
customers to build loyalty and competitive strengthening (Hayran and Gürhan-Canli, 2016).
With the shift and movement in marketing paradigm, business units give high focus towards
marketing research so as to underpinning the key variables that affect buyer’s decisions such as
attitude, preferences, perception, cognition, learning, spending pattern, likes and dislikes & so
on. In the competitive market, it becomes important for the marketers to determine that what

consumer expects and what are the unsatisfied need and wants, how they make purchase
decisions and prefer a particular brand over others and so on (Gürhan-Canli, Hayran and Sarial-
Abi, 2016). With this, they will be able to set appropriate plans and policies like production,
goods quality, pricing policies, logistic supply, designing, packaging and labeling to drive
success. Supply of desired quality goods exactly in which it user expects leads to strongly satisfy
their requirement, boost sales, maximize repetitive buying and make them loyal towards specific
brand (Olbrich, Jansen and Hundt, 2017).
Apple Inc. is an American public limited company traded on NASDAQ and founded by
Steve Jobs in the year 1976. Headquarter of the business is established in California, US and
operates in consumer electronics industry. It is the leading supplier and distributor of latest
technological products and devices around the globe. It has an superb goods portfolio comprising
variety of items such as iPod, iPhone, Operating System, TV, iPad, Watch and many others. It
transacts and delivers its services in number of countries such as UK, US, Canada, Spain,
Germany, Hong Kong, Sweden, Brazil, Switzerland, China & others. Its Operational
management (OM) policies such as quality management, better design, process & capacity
development, layout designing, supply chain management (SCM) and others are the main
reasons behind the success of the business.
The target of the present thesis is to determine various branding strategies and concepts
that are being available to Apple Inc to influence audiences positively. The report will also
critically examine that how branding ways will enable managers to strengthen competitive
position & promote success to the firm. Along with this, the dissertation will also analyze the
usefulness of branding theories and concepts in the context of Apple Inc to affect buying
preferences and purchasing decisions of the people positively to satisfy them, build loyalty and
create superb corporate image.
Rationale of the study
In the current complex and competitive corporate world, though many companies have
excellent and superior quality product portfolio and able to deliver better products and/or
services to the customers, but still, they fails and unable to survive and gain competitive edge
just due to poor branding operations. However, in the current era, only that company can run
operational activities successfully and ensure stability that have excellent competitive strength, in

such regards, strong & well-established brands have full potential and capacity to generate loyal
customers and retain them for a longer duration (Khan and et.al., 2016). It will eventually leads
to maximize business sales, net return, market share and drive competitive benefits also. Further,
in the turbulent era, corporations face significant number of challenges to manage their brand,
henceforth; the report will bring attention of the readers towards critical evaluation of the
branding policies along with its impact towards buyer’s decisions. With this, marketers will be
able to make smarter choices and selection to combat threatening and challenges and assure
success (Haffar and et.al., 2016).
1.3 Research aims and objectives
Aim the present study is to analyze the influence of branding strategy on the buying
behavior and decision making aspect of customers. In accordance with such aim following
objectives have been drafted are as follows:
 To identify the various types of branding strategies.
 To assess the significance of branding strategy in the context of Apple.
 To evaluate the impact of branding strategies on buying behavior and decision making
aspect of customers.
 To recommend effective strategies to Apple for making improvement in business position
and performance.
1.4 Research questions
Q.1 Which kinds of branding strategies can be used by Apple to strengthen its position in the
market?
Q.2. How branding strategies might be proving as a useful and successful way to achieve success
in the competitive market place?
Q.3 How various types of branding strategies influence people behavior and their purchasing
decisions?
Q.4. What are the best theories and approaches available to Apple to develop an excellent
branding policies for the performance enhancement?

1.5 Significance and scope of the study
Research topic and its outcome are highly significant for the firms which lay more
emphasis on employing branding strategies. In the present era, each and every company employ
branding strategy with the aim to develop awareness among the customers about the products or
services offered by it (Haffar and et.al., 2016). Hence, in this, such thesis will help Apple and
other companies in understanding the extent to which branding strategies and framework has
high level of impact on the buying behavior of customers. In this way, such study will help
companies in developing highly competent and strategic framework.
Further, other scholars can also use such study to develop understanding about branding
strategies and its impact on purchasing decision of customers. Thus, by gaining deeper insight
about such aspects scholar can develop suitable hypothesis for future study. Further, by
evaluating the outcomes of such study scholar can identify suitable research topic for future
study. In addition to this, new entrants can also undertake such study for getting information
about the market trend and consumer behavior. In this way, by taking into consideration all such
aspects new player can enter in the market with highly competent framework. This in turn helps
entrepreneur in attaining success in new market to the significant level.
1.6 Structure of dissertation
Chapter 1: Introduction
Introductory chapter of dissertation presents the aim and objectives in accordance with
the research issue or problem. Besides this, researcher also mentions significance, rationale and
background of the study by considering the research issue and aim.
Chapter 2: Literature review
In the second chapter, scholar will evaluate several academic sources with the aim to gain
deeper insight about the extent to which branding strategies influence buying behavior of
customers. In this way, brief thesis will be prepared by scholar by considering books, journals
and articles which are related to it.
Chapter 3: Research methodology

This chapter of chapter of dissertation clearly presents the tools and techniques which
have been employed by scholar during the whole study. Further, in this, research makes selection
of suitable research approach, philosophy, data collection and analysis by taking into
consideration the issue which is going to be investigated.
Chapter 4: Data analysis and findings
Such chapter of thesis is highly significant which clearly presents the findings of study
in a highly structured manner. In this, researcher makes analysis of gathered data set by taking
into account the technique which is identified in the methodology section. Along with this,
researcher also presents graphs on the basis of findings which in turn facilitate better
understanding about outcome of research issue.
Chapter 5: Conclusion and recommendations
In the fifth chapter of dissertation, researcher concludes all the findings according to the
aims and objectives. Further, researcher will also recommend suitable ways to Apple which in
turn helps it in enhancing and strengthening brand image.

CHAPTER 2: LITERATURE REVIEW
Theme 1: Meaning and types of branding strategies
According to the views of Govers and Go (2016) branding may be defined as strategy
which lays high level of emphasis of creative unique name or image of brand in the mind of
customers. Hence, main aim of business unit behind unit branding strategies is to build strong
presence in the market and thereby attract large number of customers. Branding enables
customer to take suitable decision by differentiating the products or services from others. In this
way, by using branding strategies effectual differentiation can be developed by the firm which in
turn helps them in attracting and retaining the large number of customers. Okonkwo (2016)
presented branding as a process of establishing an effectual image of company and its product in
the eyes of customers. In the present time, each and every sector whether it is retail or other
facing stiff competition which in turn have direct impact on the productivity aspect of firm. In
this, by developing a specific name, logo etc, business unit can develop effectual image in mind
of customers. In this way, branding gives unique identity to the product and thereby helps in
build or sustains competitive edge over others.
However, on the critical note, Neill, Holcomb and Lusk (2016) said that for developing
brand business unit has to make high level of investment. This in turn closely influences the
financial and liquidity position or aspect of firm. Further, branding also creates negative image in
mind of customers if company fails to meet the target and expectation level of customers. The
rationale behind this, usually company prefers to sell products from their existing brand name
once it attain in success in the market. In this regard, if one product of business organization fails
to meet the expectation level of customers then it negatively impacts its brand image or position
in the market. On the other side, Punjaisri and Wilson (2017) said that branding offers high level
of benefit to the business organization in terms of customer loyalty and enhancement of
goodwill. Moreover, branding strategy distinguishes one product from another to the significant
level. For instance: logo of Apple differentiates its product from the electronic gazettes which are
offered by other companies. Hence, logo helps customers in identifying the products more
effectively and efficiently. Along with this, now customers prefer to purchase products or
services from the retailer which maintains high quality of the product. On the basis of this, by

meeting the expectation level of customers company can generate loyalty of customers towards
the brand. In this way, branding helps in maintaining and enhancing organization’s goodwill to
the significant level.
In accordance with the views of Nguyen, Hemsley-Brown and Melewar (2016) there are
several aspects or bases which can be undertaken by business organization for positioned it as
brand. It includes company name, individual branding, brand extension and dilution etc. Hence,
Papadopoulos, Hamzaoui-Essoussi and El Banna (2016) presented that by using the name of an
organization company can build distinct identity among customer group. In the present times,
there are several companies which prefer to do branding on the basis of their company’s name.
For instance: Vehicle companies place emphasis on branding on the basis of their company’s
name. Mercedez Benz is one of the leading business organizations which offer automobiles in
accordance with existing brand name. This branding strategy is highly effectual which in turn
enables firm to build strong present in mind of target market.
However, it is to be critically evaluated by Keller, Dekimpe and Geyskens (2016) that
sometimes such branding strategy negatively affects the position and performance of firm. For
instance: If one automobile of Mercedes fails to meet customer’s expectation then it negatively
impacts the customer satisfaction and loyalty towards the whole brand. In this context, stated
that by adopting individual branding strategies company can get desired level of outcome or
success. On the basis of this aspect, business unit needs to give unique or innovative name to
each product. Such branding strategy offers high level of flexibility to the business organization.
Such branding strategy enables firm to develop high level of satisfaction among customers
without influencing their perception. Moreover, with the aim to fulfill the needs and demand of
catered market organizations offer all kind of products which differs in terms of quality as well
as price. For example: Tang and Kool-aid both the products are manufactured and offered by
Kraft foods. This aspect shows that business unit has positioned its products by giving different
names.
Further, Lado and et.al., (2016) mentioned in their study that attitude and iconic branding
strategies are highly effective which in turn helps company in gaining competitive edge over
others. Moreover, now significant changes have taken place in the attitude and expectation level
of customers. Now, people place emphasis on using the products which reflects their high living