Comprehensive Brand Management Report: Apple's Strategies

This report provides a comprehensive analysis of brand management strategies, using Apple as a case study. It begins with an introduction to the importance of branding, brand equity, and its key components, including the CBBE model, and how it helps in differentiating products and building brand image. The report delves into various brand strategies, including brand extension, reinforcement, and revitalization, and how marketing programs play a crucial role in building brand equity. It discusses the advantages of branding for both companies and consumers, emphasizing customer recognition and loyalty. The report also examines techniques for managing and measuring brand value, as well as strategies for overcoming brand crises and restoring brand image. The report provides a detailed overview of Apple's branding efforts, making it a valuable resource for understanding the practical application of brand management principles in a global context.

Brand Management

TABLE OF CONTENTS
INTRODUCTION:.........................................................................................................................1
P 1 Importance of branding in business......................................................................................1
P 2 Key components in brand strategy for managing brand equity............................................4
P 3 Different strategies related to brand management................................................................6
P 4 How brands are managed at global and domestic level........................................................9
P 5 Different techniques for managing and measuring brand value.........................................12
CONCLUSION:.............................................................................................................................14
REFERENCES:.............................................................................................................................15

INTRODUCTION:
Brand management means the combination of various elements that helps in determining
the value of a brand in the market. A company invests a lot of money just to create awareness of
its brand in the market to attract large number of consumers. It included managing tangible and
intangible features of brand. This report shows the advantage of branding to company,
consumers, etc.. what is brand equity and how it is been developed in the organisation. What role
it plays in marketing and managing brand over time. Further, various brand strategies and
portfolios that are been used by company to build brand equity and gaining market share. How
brand extension strategies can be used globally in managing a brand is discussed. Along with it
the different methods of evaluating brand awareness and various methods for brand valuation
For undertaking this present organisation selected is Apple. The cited firm belongs to
electronics sector and operates globally. The existence of the company on such a great level
requires effective branding. Thus, this report will help in developing a relevant one for the cited
establishment.
P 1 Importance of branding in business
Every company is identified with its unique image, logo or symbol. It helps in creating a brand
image. Branding is a process of creating a positive brand image in the minds of consumers with
the combination of these symbols. It helps in differentiating the products from its competitors in
an effective way and communicating it to consumers. Brand image is built with a pyramid that
involves a series of steps which are as follows: - (Keller, Parameswaran,. and Jacob., 2011)
Presence- It is an initial level that makes aware the consumers about a brand. In this, the
consumer might have tried product or service but is still not satisfied with it. Consumer do not
get much attached to brand.
Relevance – In this stage, consumer starts thinking whether brand can meet his needs or not. A
comparison of price, quality, features, etc. is made with other brands. It is done in order to see
which brand provides the best value to meet their needs.

Performance- It states that the brand name is short-listed with others by the consumer. He then
associate it with a specific identity or sees whether it is having the potential to meet its needs or
not.
Advantage- It is a stage in which consumers knows that using a specific brand will be beneficial
to him. It is having a distinct advantage over others and starts relating it with their emotions.
Bonding- At this stage, consumers are fully satisfied with overall brand performance. They find
the cost, features and advantages are the best from others and are extremely delighted with it.
Now, brand has become an internal part of their lives and self-image. This encourages them to
create good image of brand by avoiding others. A strong bond is created and they get fully
aware of brand. (Kapferer, ., 2012)
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Advantages of branding: -
Advantage to company- A successful company like Apple with strong brand image enjoys a
huge market share. A reputed brand image helps in determining customer recognition. It
becomes very easy for a customer to identify brand just by seeing its logo or symbol. It happens
due to good product quality of Apple. In this situation, a customer is more likely to recognise
Apple products that are kept with various other brands. It also becomes easy for distributing the
products when customer demands the product by its name. This leads to increase in sales and
goodwill of Apple. According to its recognition, the price of product increases because consumer
is willing to pay more to satisfy their needs. Further, it increases the loyalty of customers and
more sales. Apple is now become the part of their lives and it provides a great advantage to
company. Loyalty programs are organised by company to keep loyal customer happy. In addition
to this, reputed brand Apple only gives license to limited suppliers to sell their products.
Advantage to consumer- Strong brand image helps consumer in various ways. It becomes easy
in recognition of brand and saves time in shopping. A sense of good quality product is built in
their minds (Rosenbaum-Elliott,, Percy. and Pervan,., 2015). They know that prices are fixed by
Apple and no intermediary is involved in it. Also, no frequent changes are made in prices to

create variances on the market. Branded products have their own distinct image and its product
own the responsibility for its usefulness.
Brand equity- It is defined as the value that is generated from product which has been derived
from customers point of view. This makes the product more easily memorable, superior from
other, etc. It is entirely based on customer perception of knowledge and experience associated
with Apple. These perceptions can be either positive or negative depending upon the customer. It
refers to the total value of brand that is been determined by customer perception.
How organisation develop and grow brand equity
CBBE model- It contains four steps that is used to develop a brand:-
Brand identity- It is the first step in which brand awareness is created. It shows that who are you
and how customers will recognise you. For this market research is done which collects data and
information to identify customers needs.
Brand meaning- In this the brand image and performance is made. It describes how the product
will fulfil the needs on social and psychological level. It means what are you?
Brand response- In this brand quality and judgement is analysed. It shows how customer will
response to your brand. It means what customers think, feel about the brand.
Brand resonance- It is stage in which customer feel a deep psychological bond with you. It
creates four categories loyalty, attitude, sense of community and active engagement.
The first step can be done is clarifying position in the market through product
differentiation. It means to develop unique product by innovating it. This will make the product
stand out from competitors. Brand equity is influenced by brand awareness and association.
Consistency in maintaining brand image with various brand elements like logo tag lines, slogan,
etc. will help in marketing of product. It will prevent confusion and allows for a stronger
consumer impression. By legally protecting the trademark and copyrights, it helps in developing
brand image. (Spence,. and Hamzaoui Essoussi,., 2010) This shows that rights and ownership of

product are essential in building strong brand reputation. It also ensures that the brand is able to
sustain for a longer time in market.
Role of marketing in building brand equity
Integration of marketing programs is very essential in building brand equity as it helps in
communicating with customers regarding the products. Marketing plays an important role in
building brand equity. These programs are related to product, price, etc. There is direct
relationship between marketing programs and brand equity. Effective communication of product
is helpful in conveying the right message to targeted audience. For this, it is important to
understand the current situation of brand image within the market so that new communication
design can be developed. It will help in clearly differentiating the product from competitors.
After that, take feedback from the customers to identify whether their brand knowledge has
increased or not.
An effective marketing of brand will attract more customer towards it. It will describe
how well your product will meet their demands. Also, it makes aware customers about your
product features and quality of product. Due to this more customers starts buying product. This
helps in building brand image in the market. Therefore, increase in brand image leads to brand
development.
P 2 Key components in brand strategy for managing brand equity
How to strengthen brand equity, brand extension, reinforcing and revitalising brands through
innovation.
Brand equity can be increased by various ways that will help in creating brands
awareness and developing stronger brand image. The most important strategy followed is to
provide quality product to customers. If the quality is consistent it will enhance customer to be
loyal to Apple. Deliver what you have promised and the customer will never complaint about it.
Instead of following the competitors techniques stand stick to your core product. Further, always
be loyal to customers. No doubt hat Apple is the most loyal to its customers as it delivers what is
promised. It can be done by research in market about to relate product with customers emotions
rather than their satisfaction. Interact with them , listen to them . Moreover, make them feel

special by creating a product that they belong to special organisation or club. It is crucial to
maintain consistency in brand image as it will communicate a brand message. It will help n
delivering message that brand is serious and dedicated to fulfil the needs of consumers. The
message must be same in all departments and all channels of communication. Social media is
vital in this segment as best use can be taken to do this.(De Chernatony,., 2010)
Brand reinforcement means to maintain the brand equity within the customers. It includes
monitoring of products in PLC. It identifies changes in the taste and preference of customers. It
is done to aware customers about the brand and its benefits. Different marketing programs can be
used to enhance brand reinforcement. Advertising is the most common tool used that shows
frequent ads on TV, magazines etc. which kept customers related to it. Exhibition provides a
platform in which customers get real experience of new products. It creates a positive image in
their minds about Apple. Sponsoring big events attracts large customers and reminds them about
the existence of brand. Apple sponsors many big events in sports, social care etc. that helps them
to develop stronger brand image. Their selling outlets are very large and attractive that helps
them in reinforcing their brand equity. Positioning the product attracts interest of customers
making them excited to know about product. Apple products are always placed in a position
where it represents a distinct image. Brand equity is also enhanced by the way a product is
promoted. Moreover, company provides discounts, offers etc. on various items to gain interest of
people. Generally, it is done to retain and attract new customers. Apple promotes its products on
various occasions like Christmas, New Year etc.(M'zungu,, Merrilees,. and Miller., 2010)
The main objective of brand revitalising is to increase its product differentiation from its
competitors. It is usually done to make people aware about new innovations in brand. So planned
strategies regarding promotion and advertising is needed to revitalise a brand. It can be done by
making innovations in the product. These innovations can be technically or physically. New
product always attracts people and increases interest towards the brand. Sub brands can be
created by making segmentation. Further, a 360 degree communication through various mode of
media can be used for marketing. It will develop brand image in industry.(Atwal,. and
Williams,., 2017)

Overcoming brand crises and strategies for restoring brand
It is very essential for a company to restore its brand image in the market after brand
crisis. It depends on the planned strategies, integrated solutions and many more. To overcome
crises effective plan must be made it will provide a direction on what is to be done. It will be
easier to execute the plan in restoring the brand. Define the stake holders and information that is
needed for giving a message. Identify loyal customers and thank them for trusting and look for
opportunities like educating people, organising events, etc. it will help in restoring brand image.
Make efforts and give specific reasons to customers to purchase product. This can be done by
repairing faulty product for free or giving discounts. Interact with people individually and by
speaking about preventions that has been taken to solve the problem. Local media can be used
for organising press conference and conveying the message to people. Publish articles and blogs
on internet that will help in establishing brand image again.(Solomon,., 2014)
The challenges that are faced while developing brand are:-
Company finds it difficult to create new categories to attract them towards brand. It must do
innovations in categories to make them their target customers. Also, maintaining brand relevance
is difficult task. Customers do not understand what the brand is offering. It requires a deep
market knowledge to maintain it.
Interacting with customers
Customers are blood vessels of company. They help in either creating or destroying
brand. Interacting with customers is essential to take feedback from them regarding value of
product, image, etc. it helps in getting their views and change in taste and preference. There are
various ways to interact with them. Building forum online and answering their questions directly
will keep updated about products. Social networking sites like Facebook, linked in, etc are
effective tools used. Create a contest that will grab their attention and reward them for
participating in it. Provide them offers that will lead to increase in sales. Apple host events to
launch new products for people to participate. In this way they interact with them.

P 3 Different strategies related to brand management
Brand portfolio strategies
House of brands- It is an architecture where there are multiple sub- brands and in which primary
brand do not get any attention. Fox example- P&G
Branded house- In this the company is the brand and all the products and services under him
will be considered as primary brand. For example- Apple company, Fed Ex.
Brand hierarchy- It means summarising the brand strategy by displaying the number and nature
of common brands elements across firms products.
Hierarchy building – branding is an important marketing tool that helps in recognising a
product. There are various types of branding done according to nature or product or people.
Corporate branding- it s done to develop reputation in the market. it involves using company
name as product brand name. It is successful when consumer associate its product with its unique
value when they hear the company name. The corporate name always influences its products in
marketing strategies (Kelley, , Sheehan,. and Jugenheimer, 2015) For example- Apple and coca
cola uses this type of branding to create brand image. Every decision taken by them affects its
overall products or services in the market. It also shows the corporate culture, employees, etc to
the society. Its advantage is that it becomes easy for companies in advertising their products.
Any event sponsored by having the name of company is enough to advertise its products. This
enables companies to charge higher fees due to their reputed brand image. One wrong decision
can harm the entire corporate. For this type of branding a strong and effective strategy is made.
Umbrella branding- it is a type of branding in which products are advertised in different
categories but under a parent brand. It is also known as family branding that is usually used in
FMCG sector where there are a set of related but distinct products. It increasing the market share
and reduces the cost of new brand. It provides boost to other product if one product becomes
very successful. But on the other hand a failure of one product may spoil the image of other
products also. It is having reputation in the market and consumers can trust the quality of
product. The resources spend puts focus on the entire product variety. This increases their

efficiency as all products are managed under one brand name.(Gatti,, Caruana, and Snehota,,
2012)
Individual product branding- it is a type of branding in which different products are marketed
by different brand names. It establishes a unique identity and image in the market. It allows to
separate the each product to increase the opportunities in the market. If one brand fails it does not
affect the entire company. It is generally done to differentiate brand names to increase the quality
of products. It can occur both in small and big companies. For example- P&G and Volkswagen
uses this technique to market their products.
How brand equity is built at different levels of hierarchy.
The highest level of brand equity is made at corporate level. It allows company to use
market their products using their name. It is because the products are marketed under one brand
one. Under family branding brand equity remains with different brand names as products are
different and customers relies on different products. (Iglesias,., Singh, . and Batista-Foguet, .,
2011)
Customer based brand equity model (CBBE)- Many factors are considered before creating
new products . So it helps in identifying customers needs and fulfilling them. Customers based
model helps in understanding customers needs before creating new product. Through this model
customers thinking and feeling about particular brand can be found out. It was developed by
Kevin lane keller. There are four steps in this:-
 Brand identity- it is a first step in which goal is to create awareness about the brand. It
shows people 'who you are' so that they can recognise by a specific name. Research is
done to know who the customers are, target market, etc. Customer choices are identified
and on the basis of that market is segmented. Consumers are aware about the new
products launched that easily enables them to recognise Apple products.
 Brand meaning- in this brand is communicated to people and its reputation is found out
in the market. It is done by performance and imagery. Performance consists of factors
such as reliability, durability, customer service and efficiency that defines how well the

needs of customers are met. Imagery revolves around customers that how their needs are
meet socially and psychologically. People very well know about the meaning of apple
products in their life.(Braun,., Kavaratzis,. and Zenker,., 2013)
 Brand response- it consists of two factors such as judgement and feelings. In this stage
customers make judgement about product quality, credibility, etc. It is based on what
customers think or feel about brand. The response of people towards Apple is great.
 Brand resonance- in this it is found out that whether customer has created a bond with
brand or not. To become loyal customers they measure various factors like price, product,
customer service, etc associated with the brand. To identify this their behaviour, attitude
and engagement with the brand is found out. Apple has successful created strong bond
many customers.
Apple is able to build stronger brand image by introducing new products like IPODS, IPADS,
etc. under existing brand image. Furthermore, Apple is entering into auto mobile sector by
introducing Apple car. This has enabled them to create more brand equity. However, Google is
also following the same strategy have launched Gmail, google maps, etc. So both these
companies are promoting primary products under one brand name.
Marketing research as a brand management tool
Market research helps a lot in measuring brand image. It helps the companies to identify
the customers that are continuously related to a specific brand and what motivates them to buy
their product. Today companies use effective market research tools that helps them in
maintaining brand awareness among the people. Different views and thoughts regarding the
brand position, quality of product, etc are provided by people. It is useful for companies in
modifying marketing strategies.(Hanna,. and Rowley,., 2013)

P 4 How brands are managed at global and domestic level
Line extension- It means the new product is launched or introduced under the existing brand
name. It is done to attract different market segment. For example- soft drink company may
introduced new variety of drink under is brand name. Apple has launched IPODS, IPADS under
their brand name.
Brand extension- It means using the existing brand name in new product category. For
example- Starbucks is offering Starbucks ice in grocery or retail stores. Apple have launched
ITUNES as a new product category.
Brand leveraging means providing power to company to expand its product into new product
category. Apple can expand its new product like electric car into auto mobile sector. In this way
Apple will be able to attract new customers with its existing brand name.
brand extension approaches and strategies
It is used by company to launch new product in different category. There are various strategies
followed to maintain brand image at local as well as global level. extending the brand can be
done by forming similar product from the parent product. in It can be one following the four
strategies:-
 Product line extension- in this a new product is introduced in the market that is similar
to existing product. The product can be completely new or existing products with some
modified changes in its features. It is very common approach as it provides products to
existing loyal customers.
 Multi brand- it is a strategy that allows running a sub- brand under the parent brand. It is
done to increase competition is the same product category. It is followed by large
companies like Volkswagen and P&G. This is done to dominate the market and reduce
the opportunities for competitors to enter by gaining market share.
 New brand- A firm offer new product in the new market by establishing a new brand.
This is done to attract more customers and increase sales.(Kapferer, ., 2017)
Fit and leverage

Many companies introduce new brands just to become successful. They forget to identify
the customers needs and start providing products to them. They want their sales to be increased
and gain larger profits. Fit and leverage helps in finding out that consumers are perfect fit for
new brand. This can be done by having a market research that helps in identifying their needs. It
gives the answer of question 'is the new category a good fit or not?'. Leveraging means using of
opportunity in same brand for new products. It is all about developing new products to customers
to get them familiar with the brand.(Story,. and Hess,., 2010)
Brand collaborations and partnerships
It is also called as partnership in which two brands are ready to work together as a one
brand. It is done to gain market share and increase number of customers. It helps in attracting a
lot of new customers and increases sales. It is usually done to reduce competition in the market
and creating barriers for new company to emerge. Through this publicity of brand goes to the
highest level. Partnership brings together two reputed brands that benefits their customers. T
creates a positive brand perception among other people also. People demands innovating in
products, so this helps in more advanced products that gets the more attention. Further, at last it
helps in reaching a new audience that be around the globe. Partnerships breaks the market into
segments. It is important for a brand who exists in different countries but is not able to identify
market Harridge-March,., Occhiocupo,. and Farquhar,., 2013)
For example- Maruti have been successfully collaborated with Suzuki in order to expand their
business. With this they are able to gain larger market share. In this way collaboration can be
helpful in doing business.
Global branding and positioning
A brand is said to be successful when it is globally identified. They are the brands that are
recognises throughout the world. To become a global brand company must be able to identify the
customers needs from all over the world. Thus, they introduced new products in different
countries according to people needs. In addition to this they spend a huge amount in advertising
their products. This is done to by understanding customer behaviour that can help in satisfying
their needs by operating globally. Customers expect a good quality of products from these brands

and therefore are attracted towards them. Due to their initiative towards corporate social
responsibility they help in building positive image in the minds of consumers. They do not take
any short cuts and is having a solid infrastructure These brands position itself in a manner that no
one can break there
P 5 Different techniques for managing and measuring brand value
Different brand management techniques
Brand awareness- It is related to consumers behaviour. It shows that how customer is able to
recall or recognise a brand. It is a degree to which consumers are associate product with the
brand. There is two types of brand awareness:-
Aided awareness- It means customers recognises brand from list of various brands while
mentioning the product category.
Mind awareness- It means the first brand that comes to customer mind while mentioning the
product category.
There are various tactics for measuring brand awareness:
 Surveys- it can be done by e mails, website, etc that can tell us about the existing
customers on brand. It helps in understanding how people hear about you and from
where.(Fayrene,. and Lee, , 2011.)
 Website traffic- it will give and idea on how much people visited your website within a
specific time period. Monitoring website will give insight about the changes in minds of
people due to change in products.
 Social listening- it is the most effective tool that can be used to measure the brand
awareness. It helps in identifying different people who have viewed your brand and have
done comments regarding on their needs or products.
 Search data- this can be done by gathering the amount of total data on different medium.
It shows that how many people have gone through your brand and what they think about
it.
Consumer attitude- It refers to behaviour of consumer towards the brand. It describes how
consumer reacts to a specific brand and how he recognises it. This can be done by getting

feedback from customers. The consumer attitude depends upon how well brand has satisfied his
needs. By identifying behaviour brand measurement can be done.
Market share- It is the most effective tactic that can be used to measure the brand awareness. It
can be done by market research. It will provide data on how well customers are aware about the
brand. Moreover, it helps in identifying on what basis the brand is been recognized. Also, in
which market segment the brand is popular and how it relates to other segments.
Relationship between branding and finance
Branding and finance are related to each other. Branding helps in increasing the financial
position of the company. A strong financial position will able to make effective branding
strategies and in promoting and advertising the product. Branding helps in creating market value
that increases the goodwill of company. Strong and powerful branding helps the company to
generating more profits and compete with competitors globally. It automatically improves the
financial position of company as many customers get attracted towards effective brand.
Moreover, new products can developed ton meet the demands of the customers in the market.
(Herstein,. and Zvilling,., 2011)
Methods of brand evaluation
Cost method- in this the brand is evaluated on the basis of cost in creating or replacing the
brand. Historical cost method means measures the historic cost involved in creating a brand
value. It evaluates the cost on the basis of past data. These past cost might have nothing related
to present value of brand. So it is not much uses by companies to evaluate brand. Replacement
cost method values the brand on the basis of expenses. The new brand success is based on
probability and cost that is involved. Customer preference model values the brand by measuring
the increase in awareness with increase in market share.
Market based method- it is based on the willing buyer and seller of product in the market .it is
the most commonly method used. The first one brans sale comparison method that involves
identifying current transactions of similar brands in same industry. in this the measure is applied
to all brands that the company owns. Equity evaluation method divides in two parts demand

component and cost component Residual method values the brand by its residual value that is
obtained when market share is subtracted from net asset value.
Finance based method- it evaluates the brand on the basis on brand index. it consists of seven
factors namely leadership, stability, market, trend, support, protection and geography. .in this the
premium is determined by estimating operating profits.(Gromark,. and Melin,., 2011)
CONCLUSION:
From this report it is concluded that branding helps company to effectively place the
product in the minds of consumer. It shows the importance of branding in business and how
brand image is created in the market by following various steps. It also shows the advantage of
branding to consumers and company. What is brand equity and how it is developed and grown in
market and what is the role of marketing in it. Further, it shows how to strengthen brand equity,
how to overcome brand crises by restoring brand image again. Various strategies like corporate,
individual, umbrella branding are discussed. Four step customer based equity model is shown
that helps company to find customer needs. It also shows how brands are managed globally by
applying different methods. How collaborating two global brands can increase their profitability.
At last it shows that how using surveys, social media , website, etc. brand awareness can be
measured. Along with it the various methods like cost, market and finance can be used to
measure the brand evaluation.

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