|
|
The Apple
In Consumers’ Eyes
|
The brand Apple is always one of the hot topics in consumers’ conversations.
You can always hear them discussing about Apple’s products like MacBook,
iPhone, iPod or iPad, at any place and any time. To many of them, Apple is
not just a computer, a phone or a device. Instead, Apple is a friend with a
differentiated and interesting brand personality that creates an emotional
attachment with them!
A street survey on Apple has been recently conducted on 100 Malaysian consumers,
and it showed the following results…
|
|
|
100% |
have heard of the brand, Apple |
|
64% |
know Apple through friends |
|
62% |
think Apple is stylish |
|
95% |
agreed that Apple products have positive brand image and are wanted in the market |
|
82% |
would like to own an Apple product, with 56% of them wanting an iPhone |
|
|
|
|
|
|
|
|
In 2009, it had been
ranked as one of the top 20
brands in the world. And, most importantly, it is not only branded,
but it is also wanted very much in the market. Due to its positive brand image, many people would like to own an
Apple product. This is because the positive brand image of Apple has helped it to build a distinctive brand
personality, which has influenced consumers’ purchase choice.
Many have agreed that Apple is stylish, Apple is fun, and Apple is cool. Apple
is so attractive to consumers where they can do a lot of things with its products.
For example, consumers can use iPhone to play games, go online, watch movies and more.
It is not only suitable for adults, but it is also suitable for kids as there are
many applications in Apple products designed for education purposes as well. All these have
contributed to part of Apple’s brand image that builds emotional connections with the
consumers. Emotional connection is essential for a brand as it makes up the Emotional
Selling Point (ESP) of the brand, which helps to differentiate the brand from others.
Consumers will tend to purchase a product that has stronger ESP because they can easily
relate the product to themselves. And, once the emotional connection is built, the
brand grows over the years. |
|
|
|
|
|
In addition, emotional connection can be shared among consumers. For example, many of
them know about Apple through their friends. The emotional connection between Apple and
the consumers has been spread through word of mouth (WOM). A company should not neglect
the power of WOM as it is very powerful to build a brand. It can influence the attitudes
of a consumer towards the brand. If good WOM is being spread, then the brand will receive
positive outcomes. On the other hand, if negative WOM has been spread, the reputation as
well as the brand sales will be badly affected. Therefore, brand image of a brand is very
important as it decides what kind of WOM will be shared among the consumers. |
|
|
Emotionally Connected With Apple
|
|
|
Positive brand image will help a brand to develop unique and distinctive brand personality,
which makes it different from other brands through building the emotional connection with
the target audiences. Just like how Apple has successfully built emotional connections
through differentiating itself. So, do not hesitate to build your very own brand image
for brand personality that will help you connect and associate well with your target audiences! |
|
|
 |
|
|
|
|
|
|
|
Now, let’s see how Apple maintained its brand image during a crisis… |
|
|
|
continue to read on BRANDsense |
|
|
 |
|
Share
|
|
|
|
|
|
|
|
|
|
|
Disclaimer
peopalove is a trademark of Brandington Sdn Bhd. The peopalove brand name, brand
logo, brand colour, brand elements, brand slogan and brand category are
properties of Brandington Sdn Bhd.
BRANDtalk is a trademark of Brandington Sdn Bhd and an independent publication
which has not been authorised, sponsored or otherwise endorsed by the brands
published in its articles.
The Apple brand name, the “Think Different” brand slogan and other intellectual
properties including but not limited to trademarks, service marks and trade names
in connection with Apple belong to Apple Inc. Brandington Sdn Bhd disclaims
propriety interest in the marks and names of others.
peopalove makes every effort to ensure the information in BRANDtalk is accurate
during publication. This publication may include hyperlinks to other third party
websites as a convenience to users. peopalove has no control or responsibility
over the contents of these third party websites.
All works published by peopalove are copyrighted and any manner of reproduction
and distribution of the same are strictly prohibited.
copyright © 2010 peopalove™. All rights reserved |
|
|
|
