Essays on Brand Positioning: Apple Computer, Inc Case Study

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The paper "Brand Positioning: Apple Computer, Inc" is a wonderful example of a case study on marketing. A brand is a name, symbol, sign, term, or design that a firm uses to differentiate its products or services from those of its rivals. On the other hand, brand positioning is the approach used by a company to find a niche for their products (Olsson and Sandru, 2006). Brand positioning has become increasingly essential to companies as they try to reach out to consumers. As competition stiffens, companies and organizations are finding it inevitable to have an extra attribute or element that make them stand out from their competitors (Barnett, 2008).

Similarly, the electronic business has grown tremendously over the last decade which has necessitated the players in the industry to position their brands. Basically, brand positioning is a process where the company seeks to build the brand image to their customers and for their competitors. To remain in the game, therefore, entail consideration of the company’ s strength as well as those of the competitors. This work focuses on the case of Sony electronics brand positioning strategy. Company OverviewFormerly referred to as Apple Computer, Inc. , Apple Inc.

is an international company headquartered in the United States which designs and markets consumer electronics, personal computers, and computer software. It was founded in 1976 and has blossomed to be a pacesetter in the technological and information telecommunication business. Among its popular products entail the iPhone, the iPod, the iPad, and the Macintosh line of computers (Eric, 2009). Besides, it has various software designed to work with its products such as the Mac OS X operating system, the iWork suite of productive software, logic studio, iTunes media browser, Aperture, iOS, the Safari web browser, among others (Leavitt, 2007).

Apple Inc. is the third-largest market leader in the phone industry after Nokia and Samsung Electronics. Its revenues are more than $60 billion, thanks to the company’ s unique brand positioning strategy (Erick, 2009). Vision and Mission StatementApple’ s vision is to be a global leader in the consumer electronic business. The late and former CEO for Apple, Steve Jobs envisioned that by 2020, every desk will have an Apple computer.

This is also in line with the company’ s mission statement which is to continue making innovatory and state-of-the-art products to its users such as the iPod, the iPad, and the iPhone.

References

Anonym, 2007, Brand Positioning Strategies, available http://www.brandxpress.net/2005/10/brand-positioning-strategies/ [Accessed July 23, 2012]

Arico, J. 2011, Samsung Galaxy Nexus to Compete With IPhone 4S http://www.mobiledia.com/news/112968.html [July 24, 2012]

Arthur, C. 2012, Microsoft 'to launch tablet to compete with iPad' http://www.guardian.co.uk/technology/2012/jun/17/microsoft-tablet-compete-ipad-apple [Accessed July 23, 2012]

Barnett, R 2008, Global Reach: The Power of the Multinational Corporations, Oxford: Oxford University Press

David, R 2010, Strategic management: concepts and cases, Upper Saddle River: Pearson Prentice-Hall.

Heding, T. 2009, Brand management: Research, theory and practice. London New York: Routledge.

Keller, F 2009, Market Positioning & Framing Market Research, London: Oxford University press.

Leavitt, D. 2007, The Man Who Knew Too Much; Alan Turing and the invention of the computer. Phoenix: Oxford University Press.

Miguel, 2003, Analyzing Apple’s Market Position, available http://www.osnews.com/story/3921 [Accessed July 23, 2012]

Olsson, A. and Sandru, C. 2006, The brand proposition: Positioning and building brand personality

Rene R. 2012, Samsung announces Galaxy S III, biggest iPhone competitor to date http://www.imore.com/samsung-announces-galaxy-iii-biggest-iphone-competitor-date [Accesed July 24, 2012]

Ries, A. 2002, The 22 immutable laws of branding: How to build a product or service into a world-class brand. New York: HarperBusiness.

Sengupta, S. 2005, Brand positioning: Strategies for competitive advantage. New Delhi: Tata McGraw-Hill.

Sharp, B and Dawes, J 2001, "What is Differentiation and How Does it Work?," Journal of Marketing Management, 17, 739-59.

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