Essay
Unit 28 assignment 2
- Module
- Unit 28 - Branding 60
- Institution
- PEARSON (PEARSON)
Full assignment 2 unit 28 branding on Apple iPhone
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Shams Sherzad - 279105 unit 28Time to change the brand
Introduction
Apple is currently the biggest brand of the world. The point which is intriguing is how it has
been successful in maintaining its equity worldwide. The innovative products of apple have
enabled the company to be a global brand worldwide. Apple Computer, Inc., is a multinational
corporation that creates consumer electronics, personal computers, computer software, and
commercial servers, and is a digital distributor of media content. Apple's core product lines are
the iPhone, iPad, iPod, and Macintosh computer line. The founders are Steve jobs and Steve
Wozniak which created Apple Inc on 1st April 1976. Initially, Apple just produced personal
computers for almost two decades. With the introduction of the successful iPod music player in
2001 and iTunes Music Store in 2003, Apple established itself as a leader in the consumer
electronics and media sales industries, leading it to drop "Computer "from the company's name
in 2007. The company is now also known for its iOS range of smart phone, media player, and
tablet computer products that began with the iPhone, followed by the iPod Touch and then
iPad. As of 2018, Apple is the largest publicly traded corporation in the world by market
capitalization, with an estimated value of US$810 billion as of December 2018. Apple Inc's
market cap is larger than that of Google and Microsoft combined.
P6. Investigate an existing brand for a product using a brand audit.
The iPhone targets consumers who need to store information and communicate or people who
want entertainment on the go. Apples target segments consist of professionals, students,
corporate users, entrepreneurs, and health care workers. Currently, the market for high-end
phones like the Apple iPhone is small in India. Few people want Internet, video, and PDA
features in one device because of the high price. The smart phone market is still relatively small
compared with general phone market. The market will rapidly increase in coming years due to
lower prices and greater power.
Apple uses a large variety of consumer research in order to further improve the iPhone as the
market changes. Staying close to the end user and listening to the customer has been
paramount to apple success. Through the use of focus groups, feedback from consumer surveys
and brand awareness studies to ensure apple know of the iPhone is view by the world.
Targeting segments are important in order to extend the iPhone reach to business and a
broader professional base.
Apple also ask for feedback on iPhone features, and implement those changes most important
to the end user in the next generation iPhone. To ad incentive and encourage users to
participate it offers opportunities to win gift certificates. In addition, apple uses customer
,satisfaction studies provided by various private third-party firms to get a larger non-biased
sampling.
Strategies for advertising
While we're in Apple's advertising strategies, let's take a look at when and how frequently
iPhones are released. The iPhone is released once a year in September. The iPhone comes in
two varieties: pro models and non-pro models. The advertising strategy varies depending on
which one it is, and it also varies by region
To begin with, the pro models of iPhones are the most expensive; the price ranges from £1000
to £1500. Such products are heavily marketed and advertised in the Western world, which
includes Europe and America. These products are marketed all year and have heavy advertising
near Christmas. These ads are much more professional than their non-pro models and are
accomplished to tactically sell and promote the pro model iPhones in Europe and America.
These advertisements are intended for adults/middle-aged people with high-income salaries.
The advertisements highlight the pro features, such as the three cameras.
Furthermore, Apple's non-pro model phones are aimed at students and are very popular in
countries where wages are significantly lower than in the West. Apple vigorously markets non-
pro iPhones in India and China to sell the product, and the company uses social media for the
majority of its non-pro iPhone advertising. That's because the process is developed to target
teen/young adults, as evidenced by the product's colour options, which include red, purple, and
yellow. Moreover, this can be seen in the way the company advertises these products, with the
pro model emphasising specific features of the phone and the non-pro model emphasising day-
to-day use of the product. These advertisements, like the pro models, run all year and are more
aggressive during the holidays.
Finally, we can see that Apple's advertising campaign differs based on the iPhone. This is
attributed to the company's need for all non-pro and pro phones to create their own market
name. Also, Apple's promotional campaigns have been very popular over the years, as shown
by their revenue numbers, which show that the bestselling iPhones in India and China are the
non-pro versions, the iPhone 11 and the iPhone 12, with all students worldwide choosing the
non-pro models. We can also see that the most common iPhones in the Western world are the
pro versions, with the iPhone 12 pro being the best-selling model in America and the iPhone 11
pro being the best-selling model in Europe.
Strengths - The iPhone brand's greatest asset is the loyal fan base that it has amassed through
the years. This is because the iPhone was the first handset, and Apple has smooth connectivity.
Apple customers are thought to be the most dedicated in the industry, which has contributed
to the iPhone's steady sales over the years.
, Weaknesses- The iPhone brand's greatest weakness is that, as a result of its consistent sales,
the business has been disoriented from its primary goal, which was to bring revolutionary
devices on the market. We can see this transition in 2016 as the iPhone 7 was released; the
handset design remained identical to the previous one, indicating that the company was relying
on previous speculation and a dedicated fan base to reach revenue targets. This was then
resolved with the iPhone X, where the business began to refocus on the brand's initial focus,
which was to have new devices on the market, but the architecture of the existing iPhones has
remained the same, resulting in the same problem as before. If the design may not improve and
new features are not added quickly, the iPhone brand will suffer as a result.
Opportunities- The biggest potential for the iPhone brand is that there are other areas to trade
around the country, such as Africa, specifically Nigeria. The business is rising and has fierce
competition; this may be one of the best markets for the iPhone brand to expand into since the
country's economy has been more robust over the years, and with a population of over 200
million people, it's the ideal opportunity for Apple to enter the market, and the iPhone brand is
the ideal weapon to accomplish the challenge.
Threats- The growing mobile industry and its rivals pose major threat to the iPhone brand.
Especially Samsung, which has a folding smartphone on the market right now. Apple, especially
the iPhone brand, is recognized for being revolutionary and market leader, but Samsung's
foldable phones and other technical innovations, such as the in-display fingerprint scanner,
placed the iPhone brand in a bad light. If Apple continues to ignore Samsung goods and may
not release any viable products to the Samsung fold, the iPhone name may be jeopardized, and
Apple may lose customers to their main rival.
P5. Explain the challenges of managing an existing brand for a product a significant
When an established brand with a product is not managed correctly, it can be very difficult to
handle. For example, Apple's most valuable and valuable brand is the iPhone, which can be
difficult to manage at times. Apple has faced many problems in the past, which can be
attributed to a variety of factors. Apple spends a lot of money and resources in order for them
to become and stay on top of the market as the leaders. Most often, Apple buys smaller
technology firms and then incorporates their innovations into its own products. Often Apple
buys them so that they can shut them down in order for them to become the leader in the
market. This costs Apple a lot of money. However, it doesn’t affect them as they have that
money to spend.
technology challenges according to the characteristics of the iPhone 4S, the engineering engine
at Apple appears to be on the verge of running out of steam. Although there have been small,
predictable changes to the current phone is a slight upgrade over the preceding one, not in
terms of the physical features and technical capabilities.
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