A Refreshing Apple
Name
Institution
Introduction
Brands that have been able to capture the hearts of many users worldwide, and likewise those that have managed to build a strong brand names, brand recognition, and differentiation worldwide are also countable. Apple Inc is one of such companies that, not only has a strong brand name, brad recognition and differentiation, the brand boost of being one the few that have worn hearts globally. In fact, the following this brand enjoys could qualify it for a cult, or just a religion. The running was not always smooth for Apple Inc. In fact at one time the brand was at the brink of slipping into the oblivion. It took undying effort of the late Steve Jobs and his team to resuscitate the brand and raise it to glory it enjoys currently. Every brand needs unique characteristic or practices that distinguish it from its competitors (Bedbury, & Fenichell, 2003). Such practices are collectively referred to as best practices. Steve jobs and his team introduced unbeatable unique best practices that that pulled the brand away from the jaws of an anticipating oblivion to the skies of glory (Bedbury, & Fenichell, 2003). The unbeatable apple brad practices include unique product design, marketing and commercial strategies and unique retail approaches.
Design
The apple brand instituted a strong reputation of being a design-driven and pioneering brand offering varied services and products. According to Abraham & Taylor (2009) the corporate brand houses that soul and body of the enterprise and main communication from this company uses this corporate brand. Various sub-brands are used to distinguish individual product lines. Apple has various unbeatable product designs in various product lines. The product lines include Macintosh computers, laptops, phones, ipods, and ipads (KIrwan, 2011).
Macintosh computers and laptops
The design of Macintosh is a excellent example of design supporting brand. The initial Macintosh computer bore no resemblance to the bulky IBM of the days. The brand set forth with unique designs and software to boot, from the word go. The smooth feel of Mac OS X distinguishes the brand from other brands (Spence, 2002a). The design of hardware alongside software gives this computer an age over rivals such as dell, and Compaq. In fact, other brands owe their popularity to Microsoft and have no unique identity their customer can identify with. The Apple laptops just like the mac computers have a unique distinctive design with clean, smooth white or silver finish.
iPod and iTunes
According to KIrwan (2011) the iPod and iTunes change the way people consumed music. The iPod is rectangle and pocket-sized which makes it conveniently portable as compared to other portable musical devices such as CD and Tape walkmans. The iPods outshine its Window counterpart as a result of its hardware unique compatibility with iTunes and Mac OS.
iPhone
Kirwan (2011) the iPhone change the way people use their phones. The pocket size rectangle design of the iPhone is as unique as that of the iPod.
iPad
Although Apple was never popular for creating tablets, its introduction of the iPad in 2010 to the market by storm. Within a year of its introduction, Apple Inc has sold over 15 million pieces of the iPad tablet.
Brand innovations
The Apple brand continually strengthens the customers’ royalty due to its designs that are aesthetically pleasing with convenient functionality. The designs precisely meet the user’s needs. From the clean, smooth whit finish of its laptops and unique rectangle pocket size design of its iPhones and iPods (KIrwan, 2011), Apple’s commitment to undying effort to create beautiful designs for it users has earned it their loyalty. The customers understand the company and the company understands them.
Marketing/Commercial
Creating brand Awareness
The brand messages strongly support the Apple Company. For instance, the Apple logo is distinct, and can be easily identified by users or consumers since they can easily identify the apple symbol in the logo and link it to the Apple Brand (Linzmayer, 2004). Apple has managed to create a unique brand recognition among it is customer due to outstanding brand massages. A visit to the brands website would certainly shape your opinion of the brand. First time visitors to this website get an impression of what apple is all about. The site is easily navigable and sticks away from un necessary technological clutter.
Commercials
The company’s first commercial was aired in 1984, to market its Macintosh computers. It was one of the famous commercials aired in that year. Since then, more commercials have been released to popularize the brand. The company keeps the promise it makes to customs through its advertisements and brand communication through its store, website and online stores.
“Think Different”
This was the first campaign used by apple when it was re-launching itself after the return of Steve Jobs’ return. This slogan conveyed a message the aimed at persuading consumers to look beyond what was considered conventional, i.e, 95% of the customers normally purchase computer with a windows platform and Intel-compatible processors. The ad epitomized resilience and need to start a fresh (Spence, 2002a).
“The Switch”
This is a new massage by Apple that replaced “Think different.” The new massage aimed at representing a new tone for the brand, since think different had accomplished its duty of re-inventing the Mac community. “Switch” is still a powerful massage and is based on the ease of the use of the apple products (Spence, 2002a).
Online Marketing
Apple has physical and online retail stores the retails stores provide a unique marketing approach that is responsible for the company’s vast sales. This couples with its unique, friendly website that never stops wining hearts of many who visit it (Spence, 2002a).
Retail
Apples retail approach is also one of its unique best practices that have earned it a reputation most accompanies desire to have. Apple retails it products through Apple Stores, which are designed to deliver the brand to its customers (Linzmayer, 2004). The stores exude the vitality of the beauty of its designs laid out in a unique display making and unique PoS, with unbeatable services (Spence, 2002a). Everyone is allowed to get into apple stores and use Apple products within the stores. The staff team at the stores comprises approachable, young individuals who enjoy guiding consumers through product choices rather than pushing them through sales processes. The consumer gets engaged and only buys out of the passion to become a member of the Apple tribe.
As Kirwan (2011) the notes, convenience of Apple Stores is phenomenal. The products on display are unpacked and ready to use. Guidelines on their use and simple and clear and make shopping a cool, unique experience for the customers. The stores have a strong regard for social values too. Apple Stores are certainly leaders in the category of unique retail approaches.
Certainly, Apply needs to become keep up innovations with its store since all good ideas as always copied, and it won’t be long before other firms also copy this retail strategy. Apple should keep rising it bar so that the other companies keep doing the catching up business.
Conclusion
In conclusion, Apple is a company that has achieved success by virtue of embracing unique best practices, that have served to distinguish the brand and its sub-brands from similar brands by competitors. Apple has unbeatable product design that matches the brand name, successful marketing practices and a retail approach that entices customers to join the apple family.
References
Abraham, M., & Taylor, M. (2009). Brand Housing. Best practice for brand architecture. Ademp. Retrieved from http://www.interbrand.com/Libraries/Articles/Brand_housing_Best_practice_for_brand_architecture.sflb.ashx
Bedbury, S., & Fenichell, s. (2003). A new brand world: 8 principles for achieving brand leadership in the 21st century. New York: Penguin.
Kirwan, J. (2011). The innovation game. Retrieved from http://www.carlylefinance.com/media/113794/apple.pdf
Linzmayer, Owen W. (2004). Apple Confidential: The Real Story of Apple Computer, Inc. San Francisco, Calif.: No Starch Press
Spence, S. (2002a). The Branding of Apple: Apple’s Intangible Asset. Retrieved November 17, 2011 from http://tidbits.com/article/6919
Spence, S. (2002b). The Branding of Apple: The Retail Bridge. Retrieved November 17, 2011 from http://tidbits.com/article/6926
