What is a product?
The word Product covers a wide range of items that include goods (iPhone), services (iCloud), ideas (patents), community (Melbourne). They may be intangible or tangible. Often companies produce many products. A product line is a group of similar products manufactured by a company (Boundless, 2016). A product line helps the company to expand in the existing market and as also maintain its current share. A number of product lines together make a product mix. A product mix helps companies to grow into new markets (Investopedia, 2010).
Branding goes beyond name, design and logo. It differentiates and identifies products from one particular company. Consumers recognise and associate to a product with its brand. Customer loyalty purely depends on the trust a brand creates (Kahney, 2012).
Apple is the one the most recognised and largest brands in the world. It took a marketing expert like John Sculley to put them on the map. He spent an enormous $100 million on advertising the Apple brand. He considers Apple as a marketing company rather than a technology company (Kahney, 2012).
Apple builds its brand on imagination, innovation, consumer ease and simplicity. Apple adds a human touch to the brand. It markets its products as if Steve jobs and John ive created them personally rather than by factory workers in China. It uses images of great leaders like Gandhi and Dalai Lama to show that their products would let them think differently (Marketingminds.com.au, n.d.).
It was the brand loyalty which kept Apple alive during the nineties when Apple was low on products and innovation. They had to redesign the logo when Steve Jobs was back in the company to give a fresh and rejuvenated look (Marketingminds.com.au, n.d.).
The company sticks to its core values while designing products, retail stores and services. As it has built up the iPhone product line, Apple has massively expanded its retail market by roping in big telco company’s outlets.Similarly, it expanded the availability of iPads and iPods through various other stores that don’t regularly offer PCs and has expanded the range of its online stores (Marketingminds.com.au, n.d.).
The highly popular Apple Retail stores give consumers direct experience of Apple’s brand values. Apple Retail customers encounter a friendly, relaxed environment where they can find more about the Apple family, experiment with their new products. Apple retail staff is friendly, knowledgeable, and enthusiastic (Marketingminds.com.au, n.d.).
When new products like the iPhone and iTunes were launched into the market, they used the brand image created by their popular iPod. This was a tested and proven strategy for the success of iPod increased the sales of their computer goods enormously. They went as far as marketing their iMac g5 lineup as “from the makers of iPod”. Similarly, they used the iPhone’s success and familiarity among consumers to market iPad (Marketingminds.com.au, n.d.).
The utilisation of the brand name in Apple Pay and Apple Watch emphasises the strength of Apple brand name in the past ten years. The Apple Pay and Apple Watch names reflect the brand name and they influence the full quality of the Apple brand in each of the new classifications which Apple is entering (Marketingminds.com.au, n.d.).
The brand experience and trust associated with the names of Apple Pay and Apple Watch is presently more significant than the halo impact of iPod and iPhones – in a way that would not have been conceivable ten years prior. Since the Apple brand identity is currently so reliable, our desires are as of now set, with the items themselves living up to the brand guarantee. Their part is to manage the brand guarantee, rather creating it, the same number of the i-items expected to (Marketingminds.com.au, n.d.).
Marc gobe (cited in Kahney 2016) said that Apple is nothing without the brand (Kahney, 2012). Most products have a limited lifetime, but good brands can last forever (Kahney, 2012).
Boundless (2016). Boundless Marketing. Retrieved from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/products-9/what-is-a-product-66/defining-product-331-7301/
Investopedia. (2010). Brand Loyalty Definition | Investopedia. [online] Available at: http://www.investopedia.com/terms/b/brand-loyalty.asp [Accessed 26 Apr. 2016].
Kahney, L. (2012). Apple: It’s All About the Brand. [online] WIRED. Available at: http://www.wired.com/2002/12/apple-its-all-about-the-brand/ [Accessed 26 Apr. 2016].
Marketingminds.com.au. (n.d.). Marketing Minds | apple_branding_strategy. [online] Available at: http://www.marketingminds.com.au/apple_branding_strategy.html [Accessed 26 Apr. 2016].