Answered Essay: Apple is one of the most recognized brands (see the chart below) in the world, and

Apple is one of the most recognized brands (see the chart below) in the world, and it received the highest level of brand awareness and trust. How did the company achieve this distinction? What has the company done in its marketing mix in terms of product, price, distribution, and marketing communication that has created such tremendous brand equity and loyalty? How have advertising and other forms of marketing communicated aided in building the brand?

Expert Answer

Apple has received highest level of brand awareness and trust by selling quality products and through innovation. Apple always sell high quality product at higher price and never tried to sell any cheap product only to make the price low. This has helped to make an impression on the customers that we can always get good products from Apple. Apple always does business with the right people to ensure trust and quality of the product. Apple always tries to protect their image and branding in all the activities.

Apple has achieved brand equity and loyalty by offering differentiated products and always try to make unique products with attractive features. This has increased the market demand for Apple products to very high level. Apple products are always designed ahead of its competitors and customers always consider Apple products as premium product. The product differentiation and trust has helped to create demand over its products though the prices are very high. Apple has achieved control over price through product differentiation and innovative advertising. Customers are willing to pay more for Apple product because of its unique features. The marketing strategy by Apple is based on the customer expectations and the communications mainly focus on how the Apple products make your life better. Apple sells products to most of its customers directly through the retail and online stores and its direct sales force. Apple has employed also a variety of indirect distribution channels like third party cellular network carriers, wholesaler, retailers and value added resellers. They offer only a marginal discount for wholesalers and they need to sell the product at a price close to the manufacturer suggested price. Hence Apple always control over its retailers and keep the distribution channels clean and make money from direct sales.

Apple uses a retail strategy called Minimum advertised price which prohibit retailers and wholesalers from advertising a manufacturer’s product below a certain minimum price. This has made the advertisements above a standard level. Apple has always tried to do innovative advertisements which attract more customers. Apple has conducted many campaigns which features Apple superior to its competitors. It always gives importance to its logo and show case the logo in all advertisements. Apple places its logo in a unique way so that it is visible to everyone comparing to the competitors. This advertisement strategy and communication methods have helped in building the brand Apple.

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