An organization\'s brand is it public identity, it is how we identify organizati

Question

An organization's brand is it public identity, it is how we identify organizations without consciously thinking about why. Organizations try to associate their brands with terms like Quality, Approachable, Fair, Honest, and Good Community Partner to name a few. This is especially important when looking at the globalness of business today and how brands from all over the world compete for space in your mind. For this week's discussion, pick a brand that you gravitate toward and discuss why you choose that brand over the competition. What does that brand do to earn your business? What would a competitor need to do to occupy that space in your life? Go into specifics and use examples where and when necessary. If you were to be a brand ambassador, what would you say about why others should buy your brand?

Please provide references

Explanation / Answer

Apple has rightfully understood the approach to be followed to make the consumers, an addict fan of its products. Its marketing and products department has done appropriate research in understanding the marketing mix for Apple’s products. The launch of new products is done by creating an aura for the same, thus consumers keep waiting in anticipation for the launch. Apple products have also become synonymous of status symbol and feel proud of possessing it. This perception has been totally based on the years of good quality and innovative products offered by the company.

Another aspect, which has led to the fan base of the company, can be the aura of its late CEO and founder Steve Jobs. Jobs was a very charismatic leader and his charm had won the company, many followers.

Apple never takes its competition lightly. They keep a tap on the products of the competitors and accordingly it aims at maintaining its competitive advantage in the market. All these factors have led to the huge fan following and loyalty among consumers for its products.

Apple stores are designed with the objective of providing exceeding consumer experience to its customers. All Apple stores run with the philosophy of its founder, Steve Jobs that after sales service of the company must be outstanding so that the consumer experience must be enriching. The placement of Apple products in the store is strategically placed so that the accessories attract a consumer who comes to buy a parent product. Consumers also get the change to use the product in the stores, which helps them in making the purchase decision. The staff of the stores is given specific training to be able to treat the diverse consumers in the best possible way. So, the importance of Apple stores is quite critical for its marketing strategy.

If I were the brand ambassador of Apple, I would say that it is a brand, which can be trusted blindly by the consumers and its quality and innovation instinct is unbeatable.

https://mds.marshall.edu/cgi/viewcontent.cgi?referer=https://www.google.com/&httpsredir=1&article=1420&context=etd/

https://www.apple.com/environment/pdf/Packaging_and_Forestry_September_2017.pdf

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