positioning Second Question in our learning activity – understanding positioning week 4/5.
1.Lets work backwards! Look at the logo on the Apple iPhone and, bydoing your own research, investigate the history of the product and the company that manufactures it. Give an outline, in your own words, of what you consider the following to be:
- Describe its brand identity – exactly as you see it
- What do you think its positioning is currently?
- What do you think the strategy for this specific product was?
- What research do you think was done on this by the company who made it?
Describe its brand identity – exactly as you see it
I see the Apple brand as modern, a lifestile, high tech, clean, friendly, easy, simple, sophisticated, elegant, smart, powerful, easy to use, full of promises, creative, good experiences, futuristic and innovative. The logo is easy recocnizable, it has one of the most famous logos in the world. The apple has become an iconic symbol. The tone and voice of apple is friendly, makes me feel that the brand is trustwurthy, it keeps what it promises.
What do you think its positioning is currently?
I think that the Apple brand has a strong position in the electronic market. They have a strong statement, like their slogan: We’ve done everything possible to make anything possible. They promise to deliver outstanding and easy experiences by using their products. They deliver value to consumers and are always up to date with the newest features. By being innovative, and always ahead, the consumer’s believes when they buy an Apple product that they’ve got the best, most high tech, and elegant and smart product there is, it has become a lifestyle. It has a big appeal by being easy to use and have the best features on the market. Apple products have a sleek and elegant design that appeals to many consumers.
What do you think the strategy for this specific product was?
The strategy for iPhone i think is making the consumers feel special. When the iPhone came out, they didn’t launch it in every store; they made sure that the iPhone was sold exclusively from one mobile provider, an Apple store. Media gave it a huge attraction, and made Apple easy on the lips for consumers, it gave Apple free publicity, a word of mouth. Those who wanted to buy an iPhone camped outside the stores; it made people desire the product more, by being unavailable. The strategy by making consumers feel special and unique made the difference between those with an iPhone and those without an iPhone. Their strategy is using the exclusivity technique. I think Apple’s strategy behind the iPhone is to make an all-in-one high-tech product with the latest features, wrapped in a beautiful package. Apple products can’t be used with other products, like the Apple iPhone, you can only use an Apple charger. By doing this, they keep their customers buying Apple products, and the Apple brand becomes a lifestyle.
What research do you think was done on this by the company who made it?
I think that Apple researched the mobile market and their biggest competitors before launching and creating their new iPhone. They are very secretly about their products, and don’t show the planning or the process of the phone and other product’s before it’s launched. What didn’t the competitors have? What was missing in their products? What could Apple do different? I believe that Apple did a thorough research, so they could launch an innovative, high tech, sleek, clean, elegant, an iPhone full of features that their competitors where missing, so they could be leading on the market strait away after launching the iPhone. They research the feedback given back from costumers, they research the market, and they see how they can combine the iPhone, iPad etc. with the consumer’s lifestyle. Because the consumers want’s more, it gets addictive, I think Apple does research on how you can implement the iPhone, iPad etc. in your home, business and personal life. Like turning on and off lights with an app on iPhone and iPad, how you can turn on your stereo, and so on. This is done by Apple researching their consumer’s behavior and feedback.