Essay Question: Define what branding is and its importance to these products. How have these companies’ brands been solidified or fortified through the effective use of both traditional offline and emerging online marketing and media?
Add: http://www.webdesignerdepot.com/2009/09/the-evolution-of-apple-ads/
Part One
SUMMARY: In attempting to answer my topic question I realized how well brands can be. I knew that all companies use it and have to be effective at it to make profit but I never realized how well Apple marketed. After reading over a few sites I realized they never really put info in their ads about their product. They mostly show how your life will change with the product and what you can do with it. This shows how much people will rely on a product just because it has an apple on the front. This amazes me that brands hook so many people in when they do not even realize what the product fully does.
REASON: The reason I believe this question was asked was to open the eyes of how some companies advertise their brand symbol and how important marketing is for a company to stay afloat. This pertains to the course because this is a marketing class and if one was to go into this field of business this is what they would be working with. As well as whom they would be competing against.
Purpose: I believe that the purpose of this topic question was to make students research top competing companies and understand how their brand symbol can stand out against others just because it stands for a company. Also, to make us realize that companies are constantly putting their symbol anywhere so we are constantly thinking about their product.
DIRECTION: The direction this essay question has left me is to want to learn more about the top competitors and how their brands stick out against each other. How can Dell compete with Apple when Apple is taking over the market and not only taking over computers but also mp3 players, phones, and other products. I would like to know also why people rather see ads about the product changing their lives rather than the specs about the product.
Part Two:
ANSWER: Brands surround us every day no matter where we go. A brand is “a name, picture, design, or symbol, or combination of those elements, used by a seller to differentiate its offerings from competitors’” (Principles of Marketing, John F. Tanner Jr and Mary Anne Raymond, Flat World Knowledge, Inc., 122). Some “brands can evoke images of dependability " Maytag", safety "Subaru", luxury " Tiffany" or in Apple's case "cool or hip and technologically superior"” (http://seekingalpha.com/article/74064-apple-s-branding-strategy-delivers-superior-results). These are the selling points companies want you to see and think that you need them. Branding is “A set of activities designed to create a brand and position it in the minds of consumers” (Principles of Marketing, John F. Tanner Jr and Mary Anne Raymond, Flat World Knowledge, Inc., 122). Apple does a great job putting their brand out there no matter where you go Apple will always be somewhere. They have done such a great job advertising that you will see their brand on bulletin board to TV commercials. They even “created a segment (MP3 players) using a very cool, image based television campaign featuring big name music stars to appeal to the image crazed teenager crowd” (http://seekingalpha.com/article/74064-apple-s-branding-strategy-delivers-superior-results). Apple has realized that the younger generations are mostly the customers they need to appeal too. That generation revolves around technology and will stand in lines for hours just to get the newest iPad. Therefore, “Apple has a branding strategy that focuses on the emotions. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology” (http://www.marketingminds.com.au/branding/apple_branding_strategy.html). Apple has come up with the smartest way to market their products. In 2002 “The current CEO, Steve Jobs, spent $100 million marketing the iMac, which was a run-away hit”
(http://www.wired.com/gadgets/mac/commentary/cultofmac/2002/12/56677). Apple has learned not to “focus on the product features, like memory, or speed, or slimness. Instead they portrayed someone relaxing on their sofa using the product. The ads didn't tell us what the product was. They told us how we would use it, accessing news and entertainment whenever and wherever we want” (http://www.theatlantic.com/business/archive/2011/07/the-secret-to-apples-marketing-genius-hint-its-not-marketing/241724/). This left many people wanting something that would make their life better and easier. Apple does and will continue to have the upper hand in the technology market as long as they keep producing upgrades of their products. Their customers will keep coming back for more as long as the technology stays up to date and Apple can keep them hooked.
