Tuesday, January 19, 2010

Apple's Branding Strategy

Apple Inc. uses the Apple brand to compete across several highly competitive markets, including the personal computer industry with its Macintosh line of computers and related software, the consumer electronics industry with products such as the iPod, digital music distribution through its iTunes Music Store, and more recently in the smart phone market with the Apple iPhone. Apple's product strategy is to create innovative products and services aligned with a "digital hub" strategy, whereby Apple Macintosh computer products function as the digital hub for digital devices, including the Apple iPod, personal digital assistants, cellular phones, digital video and still cameras, and other electronic devices.

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. The Apple brand personality is also about simplicity and the removal of complexity from people's lives, people-driven product design and about being a really humanistic company with a heartfelt connection with its customers.


syed hassan raza said...

I would just like to add that Apple is engaging in niche marketing as it focuses on innovation and differentiation. Although its products may be expensive, this is natural as it is charging a premium price for its products.