Building Successful Brands

Apple 's Successful Brands

Introduction

With the development in information technology and the move towards knowledge management , intangible assets became crucial influencers in the success of corporate entities operating in competitive landscapes Apple , Inc . is said to have mastered the management of its intangible assets , moving past its bigger rivals in becoming top of mind among consumers . Central in its management of intangible assets is the Apple brand , which has been administered from Apple 's marketing , to management , to quality and to communications

Discussion

Apple , Inc 's growth can

be attributed to the following aspect of brand building

First , Apple positions its brands to lure fans , devotees as well as the mass market without diluting its brand status . In effect , Apple has a wide segmented market . Doole and Lowe in The Official CIM Coursebook Strategic Marketing Decisions (2006 ,

. 82 ) said For many potential customers the price of Apple products has prevented them from buying in 2005 , Jobs announced that the company was going to offer low price versions of its key products in order to convert users to Apple products .it [the move] very quickly proved successful , adding significantly to Apple 's profitability

Second , Apple is excellent in repositioning its products . It launched its first personal computer as a low-cost alternative to traditional computing systems . Soon after that , however , it was threatened with intense competition from its rivals that offered consumers strong alternatives . In response to its competitors , Apple repositioned its products to counter outside threats and outcompete . Specifically...