Apple is a brand which is being recognized for good reasons through out the world. “Brands are unlikely to become successful if their end motive is simply to be different, consumers demand that brands become different in a meaningful way which means delivering on that difference” (Helen Fern 2010). Apple has a great sense of creativity especially in connecting with consumers and this can be seen from the fact that even the most generic products can still be perceived to be different. There are many smart phones out there in the market but the iphone is the most recognized today. From the fact that Apple maintains a good range of products which compliment each other from the itunes online store which is an excellent source of revenue derived from sales of music and applications for Apples iphone, ipod and ipad touch devices, this is bound to bring good customer loyalty buying multiple products from Apple, some of whom may well be influenced by other people as Apple seem to have an aggressive presence on the social media networks such as facebook and twitter where the majority of consumers spend a lot of their time these days.
This increases further awareness and adds strength to the brand. Apple has not in many years use celebrities to strengthen its brand which is a great deal in saving money. Instead it is the celebrities who tend to use Apple now in order to increase their income and diversify their business. This in return increases the strength of the brand almost effortlessly. A good example to this will be the Will i.am iphone cases. “Will.i.am has officially unveiled four “i.am ” iPhone cases, designed to improve the Apple smartphone’s camera capabilities.
The Black Eyed Peas frontman took to London’s Selfridges department store to show off the “foto.sosho” range, with the press release claiming the device, which comes in several variants, to be “the world’s first digital camera accessory and app combination designed to turn an iPhone 4 or iPhone 4S into a sophisticated point and shoot digital camera.” http://www.trustedreviews.com/news/will-i-am-launches-i-am-foto-sosho-iphone-cases Apple has won several awards in recent years and has been “voted the overall winner of the 2012 CMO survey awards for marketing excellence, yet again Apple has been selected as a winner or co winner for five consecutive years by the sample o0f top marketers”.
Christine Moorman 2012. Apple had originally followed the following points in order to create success. * Epathy – Making sure that customers needs are truly been understood more than any other company in this competitive industry. * Focus – Time management in terms of eliminating unimportant opportunities therefore a good job can be done on the chosen tasks for example deciding what to produce and then focusing on product differentiation from other producers. * Impute – Product presentation is of high importance since people always judge a book by its cover therefore, high quality product and most usefull software has to be presented in a creative proffessional manner.
Apple is an innovator and technology leader
Strategic Management Assignment references.
http://edition.cnn.com/2011/10/24/tech/mobile/heart-monitor-smartphone-app/index.html Accessed on 28-12-2012 http://techpinions.com/apple-as-innovator-three-contributions-that-changed-computing/9863 Accessed on 28-12-2012 http://www.millwardbrown.com/Global/Blog/StraightTalk.aspx
http://www.investopedia.com/financial-edge/0312/why-pay-the-high-price-for-apple.aspx#axzz2HJhClMRf Accessen on 29-12-2012 Price http://www.trustedreviews.com/news/will-i-am-launches-i-am-foto-sosho-iphone-cases. Accessed on 28-12-2012 http://www.dailymail.co.uk/news/article-2254300/Has-Google-finally-taken-bite-Apple-App-developers-switching-allegiance-search-giants-Android-software-dominates-Christmas-sales.html Accessed on 29-12-2012
http://www.millwardbrown.com/Global/Blog/Post/2012-11-14/Apple-tablet-wars-and-the-Red-Queen-Effect.aspx Steve jobs being a good leader.
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