Customer-Based Brand Equity: A Study of Apple Using Keller's Model

This report provides an analysis of Apple's brand equity using Keller's Customer-Based Brand Equity Model within the context of international marketing. It explores the four key steps of the model: brand identity, brand meaning, brand response, and brand resonance, examining how Apple establishes brand awareness, communicates its brand values, elicits consumer reactions, and fosters strong customer relationships. The report highlights Apple's strengths in quality, credibility, and innovation, while also acknowledging competition from other tech companies. It concludes that Keller's model is instrumental in Apple's successful brand positioning and competitive advantage, fostering strong customer loyalty across various products and services. The study uses references to support its analysis of Apple's marketing strategies.

INTERNATIONAL MARKETING

INTRODUCTION
International marketing can be defined as promotion activity
that been conducted at global level. This method is based on
expansion of company’s marketing strategy in which special
attention is been paid to marketing identification, targeting
the segment and taking decisions internationally.
Organization undertaken for the present study is Apple which
is an American multinational technology Company that
develops and designs consumer electronics, computer
software, online services etc. This present report is made on
the study of Customer based brand equity model.

Keller's Brand Equity Model
This model is also known as customer based
brand equity model. This model constitutes
many factors where particular product or brand
is influenced by customers decision.
This model also comprises of fundamental
questions which consumers asks regarding the
brand.

STEP 1: Brand Identity- Who are
You?
Apple has to create brand awareness and prominence of
product and services which they sell to their large
customers base. Mentioned company already have
developed goodwill where customers recognizes
organization products from the logo itself. Moreover,
customers have an eagerness that what new will be
introduced by the firm in coming time period.
Customers get further knowledge with the help of
internet and other social media channels for the
upcoming products and services.

CONTINUED...
Cited company in order to enhance their revenue and
productivity must know that who will be their
customers. Organization have to identify the market
and should make different market segments for their
potential customers. In this context, Apple is a global
brand and it develops products and services for the
higher income level and rich class individuals.

CONTINUED...
Apple being a dominant leader in electronics field is
getting tough competition from Samsung, HTC, and
recently from Google. Apple has to think of their
customers and also their perception with respect to
decision making so that corrective measures can be
taken into account. If organization is able to sell their
product then it means that it satisfies a particular set
of customers and this will be organization Unique
Selling Proposition (USP).

STEP 2: Brand meaning- What are
you
Apple has to communicate with their customers
that what brand means and what it stands for.
In this model, there are two blocks which
consists of performance and imaginary.
Performance states that how well Apple products
and services meets needs and demands of the
customers. These performance standards
comprises of:

CONTINUED...
 Primary characteristics and features of the product
which differentiate from its competitor's product.
 Product reliability shows the durability and
serviceability which the cited organization gives to
their potential customers.
 Style and sleek design of the Apple products
differentiate it from the competitors product.
 Price set up by organization is relatively high as it
only meets needs and demands of high class income
people.

CONTINUED...
Furthermore, imagery reflects that how well the brand
meets with customers needs. This shows that after
using the product, customer achieves social and
psychological level. Organization can develop a
positive image from an individual own experience
with the cited company product. However, Apple can
develop its image by practicing targeting marketing
or with the help of word-of-mouth.

STEP 3: Brand Response (Consumer
Reactions or Responses) – What about you?
Consumers response towards the brand falls in two
categories. One is Judgment and the other one is
Feeling. Under judgment, consumers makes opinion
regarding brand and they fall into following
categories:
 Quality- Quality given by the cited company is
absolutely superior and customers make decisions
by using product and service.

CONTINUED...
 Credibility- Customers judge the credibility on the
basis of trustworthiness, likability and also on the
basis of innovation. Mentioned company have all the
three advantages relating to their product and
services.
 Consideration- Consumers judge Apple's product on
the basis of their unique needs. Unique needs are
their basic needs as they get all the specifications and
features in a single phone to satisfy their needs and
demands.

CONTINUED...
 Superiority- Organization is having a healthy brand
image in the eyes of their potential and loyal
customers. Cited company comes with new products
every year in order to meet with the diverse needs of
the customers. Further, customers are king of the
market and they just compare the Apple's product
with that of their potential competitors like
Samsung, HTC, Google etc.