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If you own an Apple product, chances are you will want to tell all
about it to your friends, just like most users. It’s just too cool
to keep to yourself. For years, Apple has built its brand image to be
hip, innovative and always one slice above other brands in the market.
From its products to campaigns and services, Apple has established its
brand personality to focus on being cool and different, making target
audiences around the world sit up and take notice. |
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The Bite Of Differentiation |
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Apple’s products are seen as innovative gadgets that revolutionise their industries.
The iPod has changed the way people perceive MP3 players and the music
industry. Secondly, the iPhone, a combination of touch screen phone and internet
gadgetry changed the way people communicate. Then came the iPad. Where competitors
were slashing prices on netbooks, Apple just reinvented a whole new category with
zero competition. Through these sleek and innovative gadgets, Apple has built their
brand image to become stronger. How? Users who thirst for more find their products user
friendly, more fun and engaging.
Apple also invested in continuous campaigns to build its brand image to project a
strong and distinctive brand personality. Some of the memorable campaigns were
‘Think Different’ - their brand slogan advertisement campaign, ‘Get a Mac’ and iPod
People. They also have Apple’s MacWorld Expo, Apple Expo events and Apple
Worldwide Developers Conference where new products are
unveiled and more. Full of impact, Apple has deliciously grabbed the world’s attention
with these campaigns, placing it in the limelight where its brand shone with sleekness,
creativity and witty humour.
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Genius At Your Service |
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Apple’s friendly and architecturally designed retail stores with prominent Apple logos,
see-through glass windows and spiral staircases are exceptionally state of the art designs.
At the retail stores customers can receive one to one personal training sessions, advice and
repairs from the Genius Bar and freely play with Apple products. Apple also has retail
online stores, iTunes and the App Store that emphasises on its user-friendly brand personality. |
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Think Like A High-Flyer
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The brand culture of Apple can be seen in the way its CEO, Steve Jobs shapes the organisation
to create consumer-delighting innovations that show its brand personality. He has a reputation
for creating individuality and excellence that draws high-performers into his company and is not
afraid to take risk. The determination by the CEO and team eventually named Apple the leading
most valuable tech company in 2010.
Apple’s brand image has created a strong brand personality of being cool and differentiated,
and is well connected to its target audience. You too can create this impact on your brand.
By determining your brand image, you will be able to further enhance your brand personality
to get your target audiences to start noticing you as well.
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Now, let’s see how consumers view Apple… |
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continue to read on BRANDchat |
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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 |
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