Brand Management: Analyzing Apple's Brand Strategies and Practices

This report delves into the intricacies of brand management, utilizing Apple as a case study. It begins by establishing the significance of branding as a marketing tool, outlining its evolution in business practice, and differentiating between a brand and a product. The report then examines the key components of a successful brand strategy, focusing on brand equity, brand reinforcement, and brand revitalization. It explores the importance of digital marketing, public relations, and social media in building and maintaining a strong brand. Furthermore, the report analyzes various brand strategies employed by Apple, highlighting the challenges the company faces, such as improving software quality, technological advancements, and economic factors. This comprehensive analysis provides valuable insights into the complexities of brand management and marketing strategies within a highly competitive market.

Brand Management

INTRODUCTION
In a marketplace, there are various marketing functions which utilise effectual tools and
methods in order to raising the value of products and services is stated as brand management.
This can be stated as an essential activity for a business process so that all the intangible assets
along with tangible ones can be characterised as a specific brand in marketplace. There are
certain factors which are mainly included like costs, commodity and many more things which are
determining customer’s experience (Annie Jin, 2012). Company taken for this report is Apple
which is a multinational brand that deals in manufacturing of electronic items and other IT
related elements. There are various kinds of tools and techniques which are being determined
and used to manage and measure the value of brand. Moreover, evaluation of brand will be done
which is being managed collaboratively in partnership at national and international level. Apart
from this, it is highly essential for building and maintaining trust among customer’s mind for
services and products.
TASK 1
P1. Significance of branding as a marketing tool and the way has emerged in business practice
Brand: This can be stated as process of the sign, words, symbol and unique design of the
products and services of the company. This is highly essential and beneficial factor of the
company as it mainly describes the business position within the marketplace along with the mind
set of people as well.
Branding: This can be stated as an effective process of developing the name of products and
along with its image for the business products within the eye of customers This mainly apply the
mental structure along with the support of the customers for improving the skills and knowledge
regrading the products of company.
It is highly essential for a business to make a strong brand image especially of certain products
and services in front of customers and that can be done by branding. Creating effective image
and appealing names as well as design of products and services is essential for every
organisation like Apple. This company can apply and utilise various kinds of tools and
techniques which provide assistance in better image of products by effectual logo, packaging and
other unique techniques. The main motive behind branding is to distinguish products quality and
services which are helpful in developing loyalty among customers and thus, in creating a long
lasting relationship (Bigné, Currás-Pérez and Aldás-Manzano, 2012). Good brand image has
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been created by Apple and thus, a large number of customers are attracted towards their
products. Below described is the importance of branding:
Branding helps in increasing recognition- It is a highly needed element for an
organisation as brand logo aids in attracting more consumers which has high contribution in
improving the sales and profit ratio of business firm. Goodwill of firm will be improved if the
name of products and services provided to customers are effective in nature. It is essential for
company like Apple to present uniqueness and develop effective brand image in the minds of
customers.
Building trust- In this kind of approach, it can be stated as procedure in which trust is
being maintained and developed among the customers by satisfying with products and services
for a long period of time. For a business organisation, it is highly essential to determine actual
needs and wants of customers and thus satisfy them. Unique and innovative ideas is the way
through products and services can be made much more attractive and appealing so that more
customers can be attracted.
Branding helps in attracting new consumers- Branding has a single main motive and
that is acquire large set of customers towards their products and services. If there are some
unique elements in the nature of product, then the attractiveness and appealing factor can attract
customer to utilise the product just like Apple provide unique products like iPhone, Mac book
and many others.
Inspire employees- In Apple, main element of company is their employees who play the
major role in attaining aim and objectives of firm in an effectual manner. It is highly essential
that managers appoint highly effective workers and this in turn can help them attaining
organisation’s objectives and thus, effective outcomes will be obtained (Braun, Kavaratzis and
Zenker, 2013).
Brand sets an expectation- In the current scenario, products and services are being
manufactured by company as per desires and demands of customers. This can in turn aids in
improving the buying behaviour of customers regarding company's products and services.
Difference among Product and Brand are given below as above:
BRAND PRODUCT
 Brand is an element which is totally  Certain factors of products and their
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different and unique along with some
appealing features which has potential
to attract customers in an effectual
manner. It certainly provides assistance
in building up of goods for a particular
period of time along with building up
of expectations and consumer's
perception (Brodie and et. al., 2013).
 Effectual and long lasting effect can be
created on clients by brand factor.
manufacturing process can be copied by
competitors. At certain time, it will get
outdated and obsolete in nature. They
are being developed by company and
thus consumers purchases it by
exchanging of money of some other
values.
 In order to satisfy customers in high
manner by products and services, it is
essential to have high quality of goods
and services.
Thus, from the above stated element it can be stated as branding is key component which
mainly contributes towards the success of an organisation. This in turn majorly helps in making
better and effective relationship with customers for a long period of time. This kind of strategy
has been adopted by Apple and they have been developing themselves along with the products
and services as well as profitability ratios of Apple. Various kinds of benefits are being availed
by company and among them, major one is competitive benefits.
P2. Key components of a successful brand strategy for managing and building brand equity
Brand equity: It can be stated as a process in which perception of customers along with
their experience is being determined and analysed within market place. This can be considered as
a premium value which is being generated from products with a recognizable name.
Importance of brand equity:
Brands are managed and developed over time: There are two strategies which are being utilised
by the Apple and Microsoft in an effective manner. All those are strategies and tools which are
being determined as below:
Brand Reinforcement strategy: This can be stated as one of the essential strategy which is being
adopted by both of the company for maintaining the brand successfully. It is highly essential to
keep the brand equity by retaining up the brand among the new and existing clients.
Determination is being done of brand value by gaining experience and expectations of customers
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with brand. Manufacturing of high quality products is highly essential for an organisation so that
they can uplift the name of their brand. Besides this, high quality products should be sold at
reasonable price so that chances of negative impacts can be minimised (Buil, Chernatony and
Martínez, 2013). Bringing innovation and creative ideas while manufacturing of products is the
best way through which more number of customers will be attracted and thus, reputation of
company among customers will increase. There are some key elements which provide assistance
in making the brand successful and they are described as below:
Digital marketing- Digital technology is the key factor for the business firm like Apple
in order to determine brand related strategies and outcomes from public relations. It can be stated
as essential element of marketing. In order to make products much more effective, innovate ideas
and creativity methodology can be adopted. This kind of methodology will be much more
effective if the digital techniques will be applied within Apple. This in turn will help out in
attracting large number of people towards Apple Business firm.
Public relation- developing effective aims and objectives is most essential part of an
organisation and thus it helps in conducting business operations in better manner. Moreover, the
aims and objectives should also be clear to to know about goals and company's target. For Apple
it is highly essential to identify all the key factors and clients for giving effectual and better
quality of services and products. Being a big brand (Apple Inc.) there are unique and appealing
products which are being sold along with qualities which are much more different from market
place.
Social media- It can be stated as most essential promotional method which helps in
making people aware regarding the benefits which can be availed from the features of products.
This in turn can provide assistance in developing effectual brand image within mind set of users.
Large number of people who are available on social media have benefit to gather the knowledge
(Christiaans, 2012). Social media tool is being highly used by Apple company in order to make
people aware about features of existing products and launch of new products and enhancing
goodwill among customers.
Brand Revitalisation strategy: This can be stated as process which is being formulated for the
reaching up-to effective graphs of profit and maturity which declines. For example: Apple is
company which mainly provides with the various kind of products. There main products are
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iPhone, iPads and Mac book in which they provide their own operating system . So this can be
stated as very essential strategy for maintaining the long term relations with the customers.
Various factors are available which provide assistance in formulating better equity of trade name
and they are described below:
Awareness- Certain strategies which are being defined by brand which provide assistance
for creating amended and effectual value of brand within market. There are various tools and
techniques which are being used by Apple Business firm in order to spread awareness regarding
the brand to customers. By utilising effectual process, accurate data is what consumer believes in
which are being gathered in social media, internet services and many others.
Strategy- It can be stated as an essential element for Apple Business in order to make
plans and objectives of firm much more effective in nature (Esch, and et. al., 2014). It is highly
essential in order to create effective plans and strategies for obtaining better outcomes in proper
manner. Unique and effective quality services along with products are being provided to
customers and for availing those benefits by customers, they need to make aware about all those
factors.
Communication- It can be stated as demand of brand equity in order to make appropriate
and effectual communication channels for customers in order to maintain the reputation and
goodwill of an organisation within marketplace (Hanna and Rowley, 2011). It provide further
assistance in determining and evaluating needs of customers for certain products and services.
There are number of challenges which are being faced by Apply company and they are
described below:
Improving quality of software: There are some big changes which are done in Apple
like software update of IOS 9 which came along with many unique features and has made
device better to use. This regular enhancement in software and making the usage better is
somewhere effecting the goodwill and trust of customers in positive manner.
Technology challenge: Apple has been facing those kind of technological challenges as
radical innovation of Apple seems to be running out. However, in number of smartphones there
is the bling of radical enhancement over the predecessor in aspect to technological abilities
along with physical attributes. (Hollebeek, 2011).
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Economy challenge: There is big name of Apple at they market place. As the products of
Apple has high prices but even after this, sales of products has not been much affected. But the
impact percentage is still a main challenge which is being faced by Apple company.
TASK 2
P3 Various strategies of brand hierarchy, portfolio management and brand equity management
Brand-management: In order to find out the image of brand and perception of customers
for company, brand management process can be utilised as an effective planning process. This
mainly focus on maintaining better and long lasting relationship with customers. When the brand
management is strong in nature then it can provide positive assistance in creating brand image
and consumer awareness regarding products and services.
Being a multinational brand, Apple mainly focuses on creating unique features within
software as well as hardware for introducing, designing and selling electronic items which are
related to I.T. The main focus of this kind of business is on sustaining customers for long period
of time.
Portfolio management: the main focus of this approach is on acquiring big market share
and thus also gain market share within minimal risk taken. This plan of action of portfolio
management by various business concern process when they mainly deal in more brands,
companies along with services within certain brand (Hutter and et. al., 2013). On the basis of
certain strategies, there are some legal authorities along with trademark which has potential to
make the services and product in appropriate and systematic manner. There are two factors
which are passive and active:
Active portfolio management- This type of management is totally dependent on facts that
Apple has acquired large number of shares with certain ways. Apple business organisation has its
own brand effectiveness which provide assistance to avail benefits within firm.
Passive portfolio management- The main motive and focus of this kind of passive
strategies is making decision process is much more effective. Forecasting of services and goods
are not included in this. In current scenario, large market share has been captured by Apple
across the globe.
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Brand equity strategy: There are various kind of factors which are directly impacted by
the strength of various services as well as products (Brand equity strategy 2017). Strong brand is
being given by strategy of brand equity to customers considering services and products.
Consumer Based Brand Equity (CBBE model)
This can be declared as an effectual model which provide assistance in negociate a brand
equity of a business firm. This kind of model is being given by Kevin lane Keller. CBBE model
is given below:
Step: 1 Brand Identity:It may be stated as necessary context which can give certain
determining which is fully different from other rivals.
Step: 2 Brand Meaning: This kind of stage is highly useful in identifying the confusion
within mind of customers and thus removing it. In this aims and objectives are also being
mentioned in systematic manner.
Step: 3 Brand Response: This kind of stage is highly useful in showing response of
customers for company and its products so that enhancement can be seen in purchasing power of
an organisation.
Step: 4 Brand Resonance: The primary focus of this kind of stage is on developing the
affirmative value of Apple products and services among custom-made as comparison to its
rivals. It majorly helps in enhancing the loyalty of its clients.
Brand hierarchy- This can be expressed as compressed shape marking system by showing joint
nature and number of components of brand crosswise over merchandise and enterprises of an
association. In aspect of this, there are three main objectives of they brand architecture which are
given as below:
Leverage- It can be stated as an organised architecture of strategical brand which can
facilitate so that organisation can improve its brand in a horizontal and vertical so that whole
segment can get covered (Hwang and Kandampully, 2012).
Clarity- It is being needed that hierarchy of trade name should also be promoted a clarity
for offering within market. In aspect of Apple, clarity of brand should be seen by firm.
Synergy- This type of trade name mainly permits for the Apple for giving a brand
promise to attain the brand in appropriate and effectual manner.
Companies Umbrella Brand Corporate Brand
Apple This type of brand is being is There are various examples of
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mainly utilised for retaining
and attaining competitive
advantage.
corporate brand which is
highly used by the Apple.
Microsoft This kid of brand strategy is
being utilised for gaining large
number of customers towards
the specific products.
There are various corporates
brand which are being
established by the Microsoft
like Microsoft word, windows
and many others.
There are some main reason of the brand hierarchy which are given below as above:
Disordered brand undermine future planning of business- It is highly essential for
Apple company should maintain effective and better structure so that resources can be allocated
and utilised in optimum manner.
Consumer confusion- if there is confusion among customers then in that case they will
not be fully able to understand about products which are being provided by Apple Business. It is
highly essential for a company to provide appropriate data regarding products of customers. This
can easily get effective competitive advantage.
TASK 3
P4 Brands are managed collaboratively and in partnership
There are various brands who mainly deals in information technology but as per current
scenario, Apple and Microsoft are two famous brands who are even each others competitor.
There are two business organisation maintain brand at domestic and international level. These all
can be identified given below:
Approach and strategies of brand extension: Every brand extension is considered
along with core goods. In order to extend the area of operations, there are certain approaches and
strategies which can be formulated for brand extension.
Extension Strategy: This kind of factor is being utilised for improving the increment
within market-share for certain products and services which are being kept within the maturity
stages along with marketing life cycle of product instead of going into decline.
Brand extension- Apple can be stated as one of the leading company in marketplace
which provide assistance in improved as well as producing electronic items (Jiang and Iles,
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2011). Moreover, firm has developed various kinds of mobile phones. Latest expansion of Apple
brand is iPad. Extension approaches for brand management are:-
 LINE EXTENSION – In this, the company targets a new customer segment or focuses
on a whole new customer base by evaluating a new world with the help of parent brand
serve. Through this the market area gets enhances and thus bringing growth and
development to the company. Apple can make effective use of this brand extension but
for this they need to find an appropriate area where they can do expansion. Audi is
having its presence in most of the countries and are successfully running its business as
well.
 CATAGORY AUGMENTATION – In this, the categories of the brands is increased by
the company. The marketers can make use of parent brand so as to enter into a new
marketplace. In this, the company will directly introduce a new category and then new
products into that category. Apple is also having an opportunity to enter into a new so
that they can gain better market share and results.
There are various strategic approach which are being helpful in analysing potential for the brand
extension. These kind of approach are described below:
Brand portfolio management- In this kind of approach, development is being done by
management on decision-making process regarding brand which is highly used for administer
categories and thus it is also being effective portfolio by weak brand.
Brand imagination- It mainly tells about an desegregation for more then two brands
with the purpose of expansion in effective manner.
Innovation- Apple company makes effectual decision-making which are in favour of an
organisation. By adding on various changes within in its existing products, products can be more
appealing in nature.
Brand collaboration and also partnership- Two organizations named Cisco and Apple and
they are both growing best involvement by utilizing different gadgets in system of Cisco. New
items and administrations like IOS mixes, most recent innovation and MacOS from Cisco which
offer help for interface with system of firm. This can be take after whole level of execution and
execution of organization which can without much of a stretch work together with voice and
video of whole security and well-being which are straightforwardly identified with business
requests hold and needs.
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