Apple Brand Equity
Marketing Management
Abstract
The following examines the answers given in an interview of a loyal Apple products consumer as they pertain to both brand equity and positions concepts. It will go on research the Apple brand by identify targeted market segments, how it developed its brand loyalty and where it chooses to position itself in the market.
Introduction
The Apple brand has taken on a life of its own over the last decade. The following explores one person’s opinions on Apple and why they are loyal to that brand over others. It will conclude by examining the various traits that helped to define Apple. Brand loyalty interview: the brand and its competition
In a recent interview with the author’s wife, she explains what brand loyalty means to her and why she is loyal to Apple computer products. To her, brand loyalty means that when purchasing a product, that particular brand is the preferred option. That being said, any smart consumer knows to compare products before purchasing. This fuels her brand loyalty to Apple as she is the owner of an iPhone, iPod and an Apple laptop clearly indicating which brand has won out. She is currently debating whether to purchase an iPad or a new Macbook.
For her, Apple products have been easier to use due to it much more basic design. Apple also provides superior screen display options. She loves the options that photo editing provides her. Since she is not a ‘gamer’ there is no need to have a supped up super computer, what she has is what she needs and she’s not paying for something she’s not going to ever use. In current times, you can get any PC software to be run Mac as well; Microsoft Word for example. She also feels that Apple has been more innovative helping to define life in the 2000s reaching pop culture status. Apple was also her first laptop which was due in part to there being fewer viruses, worms, and etcetera thus becoming less expensive and less risky to use. The length of relevancy for Apple is
Abstract
The following examines the answers given in an interview of a loyal Apple products consumer as they pertain to both brand equity and positions concepts. It will go on research the Apple brand by identify targeted market segments, how it developed its brand loyalty and where it chooses to position itself in the market.
Introduction
The Apple brand has taken on a life of its own over the last decade. The following explores one person’s opinions on Apple and why they are loyal to that brand over others. It will conclude by examining the various traits that helped to define Apple. Brand loyalty interview: the brand and its competition
In a recent interview with the author’s wife, she explains what brand loyalty means to her and why she is loyal to Apple computer products. To her, brand loyalty means that when purchasing a product, that particular brand is the preferred option. That being said, any smart consumer knows to compare products before purchasing. This fuels her brand loyalty to Apple as she is the owner of an iPhone, iPod and an Apple laptop clearly indicating which brand has won out. She is currently debating whether to purchase an iPad or a new Macbook.
For her, Apple products have been easier to use due to it much more basic design. Apple also provides superior screen display options. She loves the options that photo editing provides her. Since she is not a ‘gamer’ there is no need to have a supped up super computer, what she has is what she needs and she’s not paying for something she’s not going to ever use. In current times, you can get any PC software to be run Mac as well; Microsoft Word for example. She also feels that Apple has been more innovative helping to define life in the 2000s reaching pop culture status. Apple was also her first laptop which was due in part to there being fewer viruses, worms, and etcetera thus becoming less expensive and less risky to use. The length of relevancy for Apple is
References: Keller, K., & Kotler, P. (2012). Marketing management. (14 ed., p. 243). Upper Saddle River: Prentice Hall. Radde, K. (2012, June 13). Interview by M. Radde [Personal Interview]. Who does your brand loyalty lie with and why?. Rawson, C. (2012, February 08). White macbook reaches end of life, education sales to cease. TUAW, Retrieved from http://www.tuaw.com/2012/02/08/white-macbook-reaches-end-of-life-education-sales-to-cease/ Schramm, M. (2010, October 02). Apple 's segmentation strategy and why it works. TUAW, Retrieved from http://www.tuaw.com/2010/10/02/apples-segmentation-strategy-and-why-it-works/