THE MAGIC OF IPOD
THE MAGIC OF IPOD
Case Study
This case study describes the iPod brand personality comparing it with Nokia brand personality, the unique lifestyle of the iPod users, and how it changed the music listening lifestyle. First, when the iPod was launched in 2001 it was not the first MP3 player but over the years it developed a distinct personality:
The iPod personality is simple and consistent because of its simple and consistent design and user interface.
Innovative because it introduced many creative features over the years.
Personal because it allows users to create and share playlists that reflect their personality.
Sophisticated because it is highly priced and only available through Apple and authorized resellers.
Helpful and supportive because it is environment friendly and energy efficient.
Reliable and dependable with one year limited warranty and Apple care service.
But Nokia cell phones brand personality is:
Versatile and adaptable with many line extensions.
Innovative for the same reason.
Trusted because of consistent quality.
Inconsistent because of many changes in design language and user interface.
Second, iPod users do not have a unique lifestyle but they may share some common activities, interests, and opinions:
Interested in music and art.
Like sports and fitness.
Environmentally aware.
Interested in fashion.
Like to socialize with fellow iPod users.
How the iPod changed the music listening lifestyle:
It simplified the process of buying and listening to music with the pairing of the iPod and the iTunes.
It turned the user's taste in music to a lifestyle statement with the ability to share playlists.
It made music consumption a social activity.
It gave users a lifestyle group to belong to.
It pushed more people away from physical and pirated music to legal digital music.
Case Study
This case study describes the iPod brand personality comparing it with Nokia brand personality, the unique lifestyle of the iPod users, and how it changed the music listening lifestyle. First, when the iPod was launched in 2001 it was not the first MP3 player but over the years it developed a distinct personality:
The iPod personality is simple and consistent because of its simple and consistent design and user interface.
Innovative because it introduced many creative features over the years.
Personal because it allows users to create and share playlists that reflect their personality.
Sophisticated because it is highly priced and only available through Apple and authorized resellers.
Helpful and supportive because it is environment friendly and energy efficient.
Reliable and dependable with one year limited warranty and Apple care service.
But Nokia cell phones brand personality is:
Versatile and adaptable with many line extensions.
Innovative for the same reason.
Trusted because of consistent quality.
Inconsistent because of many changes in design language and user interface.
Second, iPod users do not have a unique lifestyle but they may share some common activities, interests, and opinions:
Interested in music and art.
Like sports and fitness.
Environmentally aware.
Interested in fashion.
Like to socialize with fellow iPod users.
How the iPod changed the music listening lifestyle:
It simplified the process of buying and listening to music with the pairing of the iPod and the iTunes.
It turned the user's taste in music to a lifestyle statement with the ability to share playlists.
It made music consumption a social activity.
It gave users a lifestyle group to belong to.
It pushed more people away from physical and pirated music to legal digital music.