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Unit 3 Promoting a brand - P1
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This document describes how two companies use branding
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Unit 3 – P1Promoting a Brand
Cesar Felix Audi, Legaspi
For this assignment I will explain how Apple Inc. which is a technology company and Audi which
is an automobile manufacturer and I will explain how they use branding in their companies.
A strategy – Apple Inc.’s strategy is to create new products, for example: They have an iPhone 6
for sale, and they have to create a new phone like an iPhone 7 to attract more customers. For
Audi they try and create new models for their cars and produce better high technology for
people to use. They will try and create a better interior and exterior of an automobile designed
to fit their company.
A logo – Every company needs to have a unique logo, for Apple Inc. they have an Apple logo to
make it more recognisable. Two of their products are called ‘’iPhone and iPod’’. For Audi they
have four rings linked to one another and it makes them stand out as an automobile
manufacturer. One of the automobiles they manufactured is an ‘’Audi TT’’.
A legal instrument – For Apple Inc. they have all the documents and paper for them to be
producing technology for the customers. Anyone can steal ideas such as products that is why
they would need to keep papers for evidence. For Audi they also have all the right documents
and papers, they are well known which makes them even more organised. They have the right
documents to be producing cars for the people to use and get from point A to point B.
A company – Apple Inc. uses it brands on different phone shops, such as Vodaphone. They offer
other shops iPhones to sell and advertise their product as it would attract more customers and
income. You can now find iPhones in most phone shops. Audi uses it brands on other car shops,
you will see some Audi automobiles on car shops which are for sale. Other shops also help
promote their automobiles.
A personality – For Apple Inc. I see it as a technology for all the people and it called a smart
phone. I also see it as a classy material used for business purposes, for example: If you would
need to do online banking, you would only need an application in your smartphone. For Audi I
see it as a classy vehicle, it is a decent car and the interior and exterior is properly made.
A vision – Both of these companies have different visions. For Apple Inc. their vision is ‘’Think
Different’’. For Audi their vision is ‘’ Vorsprung durch Technik’’ meaning Advancement through
Technology. But in 2007, The Audi in United Stated of America has used the Slogan ‘’Truth in
Engineering’’.
An identity –For Apple Inc. They stand out to any phone companies, because their smart
phones are easy to use and they have a unique logo. For Audi their automobiles stand out,
because their car is unique. Most of the car companies have similar styles but Audi has a unique
style and built in parts.
, An image – Apple Inc.’s image is different from the others, it may be luxury but it is also reliable.
To make it even more reliable, they have monthly updates to keep the phone safe from viruses or
threats. For Audi their image is different, it is a luxury, classy and reliable too. It is also in the top
10 reliable cars of the world.
Product branding – The Apple Inc. has its brand own unique brand which represents their
company, if the logo is colour white, silver and black with an Apple Logo it represents the Apple
Inc. For Audi their brand is unique as you will see four rings linked to each other and the style of
the automobile.
Service branding – For Apple Inc. Their brand represent technology, such as creating smart
phone, laptops etc. They are making it easier for people to use; therefore many customers are
attracted to this kind of product. For Audi their brand represents automobiles, which are
reliable and this is a long prestige brand.
Corporate branding – For Apple Inc. they practice corporate branding by their logos, quality of
the product, marketing, credibility, community, brochures and their vision. For Audi they
practice corporate branding by defining innovation, creating experiences, and their
responsibilities to the company and customers.
Image – For Apple Inc. they have a distinct image which is their apple logo. Majority of the
people know the logo of the Apple Inc. For Audi they have a distinct image on their logo too.
They have four rings linked to each other, which makes it stand out to other automobile
manufacturers.
Quality – For Apple Inc. their products are of good quality, as majority of the people buy it. They
first made iPhone 1 now they are up to iPhone 6, which means they are making large income
and the people like their products. For Audi their automobiles sell well too, as it is reliable and of
good quality. They have many models and designs depending on what car.
Recognition –The Apple Inc. is an American multinational technology company that designs
and sells consumer electronics. It is originally English, but the phone also has various languages
for other people who are bi-lingual etc. and it recognised as American. Audi AG is a German
automobile manufacturer that designs, engineers, produces, markets and distributes luxury
vehicles. It is recognised as German, but is now all over the world.
Long-lasting perceptions – In my point of view, I will see Apple Inc. in the future as a very
successful company as they have various ideas and techniques on selling their products. A lot of
people will remember the company, as it also reliable. For Audi people will always remember
this company as reliable automobile manufacturer. Not only it is reliable, they also produce
luxury cars.
Trust – For Apple Inc. a majority of people but their products as it very reliable and they
company has built trust with their customers. When trust is built, it can lead to a great customer
loyalty. For Audi they have built trust with their customer that is why a lot of people recommend
in using this automobile. Some customers want to get an automobile from Audi so they could
test how reliable it is.
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