Branding platform
Apple Inc. is a multi-technological company with the aim of defining the brand identity by deploying appropriate and significant branding platform. The vision and mission statements of any brand define the branding platform deployed by the brand. Apple Inc. is the brand that promises to provide savvy and hi-tech products, which no other brand can provide. Apple Inc. believes in the mantra that brand creates customers. Therefore, the branding platform is clearly and carefully chosen by the management of Apple Inc. Simply being cool is not enough as the core objective of Apple’s branding strategy. It is about creating innovative products and solutions and offering high quality service to customers through different channels. The brand platform should be able to articulate strong value stream and value proposition. The branding strategies implemented by Apple Inc. to ensure strong brand positioning among the customer.
The brand perceived value is elevated by the branding strategies executed by the management of Apple Inc. Apple has become the iconic, innovative and elegant brand over a short span of time. These values contribute to the vision and mission statements and motivate the employees to work on better branding platform to ensure a strong innovative brand. The vision and mission statements of Apple clearly state that the brand believes in the contemporary products. Furthermore, the brand envisions being simple rather than complex. A detailed vision statement of brand ensures the value of the brand in the perception of customers. Brand positioning of Apple Inc. relies on the distinctive feature elegance and simple use. Brand positioning of Apple Inc. products has been done in a way that customers accept it. iPad has been positioned between mobile and laptop industries in an efficient manner.
Apple Inc. brand uses halo effect as one of the branding platform strategies to appeal the customers and business. The current brand situation of Apple Inc. clearly proves that it is focusing on being more than just a devices company. It has worked on many services that are accessible to Apple users. Brand puts an emphasis on emotions, lifestyle, innovation, passion and hopes. It has modified the branding strategy such as halo effect and brand architecture in it Apple Mac product. The current brand situation of Apple Inc. is that it is reentering the corporate market through the iPhone and iPad. Apple’s marketing strategy has moved to next step as Apple iCloud that promises an entirely new branding platform.
Pricing Strategy
The objective of pricing strategy of Apple is based on four key points such as a small number of products, focus on high end, priority to profit over market share, create a halo effect that makes the customer to the desire for Apple products. The objective of the pricing strategy is not to sell low-cost phones and Apple implements minimum advertised price policy. The skimming pricing strategy is employed the Apple brand and so far have been proved to be effective. The pricing strategy of Apple Inc. is to create premium products at premium prices.
The pricing strategy deployed by the brand is effective because it disables the retailers to compete with the brand and ensures that no one resellers benefit from one another. Apple keeps its distribution channels clean and aims at making more money and profits on direct sales. Apple as technologically sophisticated product targets the adults with high purchasing power.
Works Cited
Marketing Minds. "Apple's Branding Strategy." 2016. Marketing Minds. Web. 2016 <http://www.marketingminds.com.au/apple_branding_strategy.html>.
