Branding's Impact on Sales: Apple Products in US - BUSN20016 Report

This report assesses the impact of branding on Apple's sales volume in the US market. It examines Apple's brand image, marketing strategies, and the challenges the company faces in maintaining its sales figures. The report uses a mixed methodology, including literature review, data collection, and interviews, to analyze the effects of Apple's branding policies on its overall sales. It explores alternative ways for Apple to leverage its brand image more effectively to increase sales in the US market, considering factors like innovation, technological development, and customer expectations. The analysis includes both qualitative and quantitative approaches to provide a comprehensive understanding of the relationship between branding and sales performance.

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AN ASSESSMENT ON THE IMPACT OF BRANDING IN VOLUME OF SALES OF APPLE PRODUCTS IN US
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Contents
1. Problem statement........................................................................................2
2. Aims and objectives......................................................................................3
3. A brief methodology.....................................................................................3
4. Secondary data and data analysis methods.........................................................4
5. Conclusion..................................................................................................5
6. References..................................................................................................6

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1. Problem statement
Brand awareness is an important aspect that impact’s consumer’s perception towards
buying products and services (Jeon, 2017). Brand achievement arises when companies
understands and oversees loyalty and brand image to implement strong impression among
customers for making purchase decisions ( Carpenter, Bauer, & Erdogan, 2012). This
theory concentrates on significance of brand image on sales impacts of companies. This
research paper will discover how brand image impacts sales volume for which case study of
Apple Inc. will be studied to make an assessment about its branding impacts in sales volume
of its products in US.
Apple uses brand image to compete across global marketplace and has been able to
evolve and expand its product and services range effectively (Montgomarie & Roscoe,
2013). Incorporated in early 1970’s with range of desktop computers and later in 1990’s,
laptops, Apple was able to build a strong portfolio. Following the launch of iPod in 2001 and
iPad in 2010 along with iPhones in following years, Apple has been able to realise boom in
its products sale. In its due course, the company faced many challenges from its competitors
but was able to surpass them until 2016 when the company realised a severe drop in its sales
volume, especially in US market (Gupta, 2016).
Apple’s protective strategy focusses more on playing safe for which top executives
satisfies their customers by providing with more and more products, but in similar fashion.
All its phones comprise of similar style and did not consist of any new innovation like
previous versions that impacted its sales figure severely in past few years. Although this big
brand was able to make profits in its downfall times, to sustain competitive market Apple

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needs to focus more on innovation and technological development rather than focussing
merely on its brand image ( Apple Inc, 2018).
2. Aims and objectives
The primary aim of this research is to make an assessment that would aid the managers of
companies while developing their brand concept management. To define this concept, this
paper will use Apple Inc. case study to show how branding impact’s sales volume of
organisations ( Carpenter, Bauer, & Erdogan, 2012). This paper will begin with market
research and examine Apple’s brand image and how the company utilises its branding for
sales and customer attachments.
This formulates the objectives behind preparing this research proposal.
 Examination of current branding effect of Apple products on consumers
 Apple Inc. products and services market share in US
 Impacts of company’s branding policy in its overall sales figure
 Finding out alternative ways through which Apple can use its brand image more
effectively to increase its sales volume in US market.
3. A brief methodology
Since Apple’s brand image has strong impact on its sales volume, the company needs
to formulate its business plans in such a manner that its branding brings positive results

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only. To assess results that has impacted Apple’s sales adversely in US marketplace, this
research will use mixed methodology.
 Literature review: Apple is a strong brand and several peer reviewed article can be
collected from credible sources available online. For focussing upon US
marketplace of Apple products, this paper will make an evaluation of current
business trend in terms of social, political, environmental, legal and technological
aspects (HOLT, n.d.). This study will also help in formulating new branding
strategies for uplifting sales figure in US region.
 Data collection: The impacts of brand image will also be studied for which this
paper will collect authoritative data from websites, journal articles, CQU library
(online and campus), company reports, books and other relevant credible sources.
 Interviews: To get an access with company’s present branding strategies, series of
interviews will be conducted with company staff and management responsible for
branding strategies. Surveys will be conducted in which consumers will be
involved from getting a knowledge about their views regarding brand factor of big
companies.
4. Secondary data and data analysis methods
Apple branding strategies have impacted its sales volume recently in US market for
which this research paper will use both quantitative and qualitative approach for finding
alternative solutions for reducing such impacts.
 Qualitative approach: Interviews with company staff and stakeholders will help
in finding Apple branding strategies. Customers interaction will help in gaining

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knowledge about what they expect more from brand Apple and is brand image
sufficient to make buying decision of any product.
 Quantitative approach: This approach will convert all the collected data in charts
and graphical format. The numerical presentation of data can make further
assessment in more accurate manner.
5. Conclusion
Apple’s branding strategy focuses on emotions by presenting hopes, imagination,
loyalty, dreams and power to its customers through invention and technology. Although the
company has gained a strong brand reputation, still its decline in sales figure has given scope
for making further research in its branding techniques. As stated above, this paper will find
alternative solution to make Apple brand and products sales remain consistent in US
marketplace.

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6. References
Carpenter, M., Bauer, T., & Erdogan, B. (2012). Management Principles. Creative
Commons.
Apple Inc. (2018). Apple Inc. Site map. Retrieved from https://www.apple.com/lae/sitemap/
Gupta, S. M. (2016). Chinks in Apple's armour: 9 reasons why Apple revenue is down.
Retrieved from https://www.indiatoday.in/technology/features/story/10-reasons-why-
apples-sales-declined-320270-2016-04-27
HOLT, D. B. (n.d.). Brands and Branding. Retrieved from
http://testconso.typepad.com/files/brands-and-branding-csg2.pdf
Jeon, J.-E. (2017). The impact of brand concept on brand equity. Asia Pacific Journal of
Innovation and Entrepreneurship, 11(02), 233-245. Retrieved from
http://creativecommons.org/licenses/by/4.0/legalcode
Montgomarie, J., & Roscoe, S. (2013). Owning the consumer—Getting to the core of the
Apple business model. Accounting Forum, 37(04), 290-299. Retrieved from
https://www.sciencedirect.com/science/article/pii/S015599821300032X?via%3Dihub