Apple Inc: Building Successful Brands

Introduction

Apple Inc. is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The company's best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. The company was founded in 1976 and from the very beginning; the company has been at the forefront of technology and have evolved through tough times by carefully positioning its products and strategising their business moves.

Quality

Apple has driven an entire industry to produce computers and other related products of higher quality which is very apparent from the prices of Apple computers. Apple servers and especially the operating system in very reliable and does not defeat itself when faced with malware and other malicious programming. For these reasons, Apple operates in a very fierce competitive market with ease due to its high quality products and ergonomic designing (Sachin, 2010).

Brand Positioning

Apple as a brand transmits qualitative aspects and hence positions itself as a strong contender towards efficiency and efficacy. Apple products are seen by consumers of high quality and of great innovation. This can be seen from its beautifully designed products that offer its consumers with world class technology. "Last year, Apple announced a less reported but nonetheless brilliant decision to change its corporate name from Apple Computers to simply Apple, Inc. As a brand that represents innovation, Apple can list the desktop computer, graphical operating system, and mouse in its history as both computer hardware and software manufacturer; yet, Apple needed to move beyond computers to continue that innovation" (Forssmann , 2008).

Repositioning

Apple has shown clear traits of repositioning its brand as markets evolved. In the above paragraph it has been discussed that after developing the touch screen technology, Apple produced I-Phone to cater to the mass market's telephone needs. The company has then used the same technology in I-pod, I-pad and most recently the new generation I-phone 4. For this reason the company changed its name from Apple computer Inc to only Apple Inc, so that it could position itself as a pioneer of innovation and technology. With this move the company is able to cater to not only computing needs of its customers but also gadgetry innovations.

Well Blended communications

Apple communications strategy has been very sober and simple. The company has achieved consumer attention by clear marketing strategies and by a style of its own. For example to promote the iMac, the personal computer of the Apple Inc, the company used the following tag line:

"Beauty. Brains. And now more brawn."

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