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A strategy is the long term plan for the promotion of a company or product.
So for example, for apple, they have had a long term plan of being able to
expand in so many other products that belong to them. As the first iPhone was
the 3G and then that then developed to 3GS, 4, 4S, 5, 5C, 5S, 6, 6 plus, apple
have clearly accomplished there long term plan with just mobile phones. All of
their other products, iPad, iPod, iMac are all just bonuses of what they have
manages to create. Then for Disney, the long term plan is to keep Disney
princesses and princes going and created new ones, for example the new
frozen film has been one of the biggest hits as their main theme tune let it go
has now gone worldwide. Disney have made a huge hit with tis as Frozen has
become one of the most well recognized films with the song Let it go.
The perception of a customer a brand is how the customer sees the
product or business. This must represent everything that the customer has to
offer and stand for. This relates to apple in the way when people see the half
bitten apple, they immediately know that that product belongs to apple and is a
reliable, good quality product. With Disney this applies as soon as you see the
empty Mickey Mouse face, you suddenly associate it with Disney.
Logo the logo is very important as this is what can be seen as the main
recognition for the business. This could be placed on the product, which then
means that that particular product/service belongs to that business. A logo, is
one of both Apples and Disneys main assets. Apple could sell their logo off,
however it would come out at billions. Disney being the same, giving it to
another television company, it would be sold off for billions.
A legal instrument a brand is the exclusive property of its owner. No one else
would profit from this. This helps Disney and Apple as all of the profits go straight
into their business.
A company for an example of this, virgin applies its brand to a range of
different companies. Each of which benefits from how well the brand is well
organdised and also how well recognised it is.
A personality consumer perceptions of a brand include how they imagine a
brand might behave, with how well recognised the name is. With Disney, people
have the perception of Disney being a happy, child like TV network, which
parents can rely on that it is appropriate for any age. Disney have made it to the
top with movies, TV programmes, Disney shops, Disney land Paris, its
somewhat the most popular known things worldwide. With apples you know that
with whatever item or product you get will be of a good quality.
A vision brands are often created with the intension of using it on a whole
range of products. Apple have managed to create all of their products they have
and place the bitten apple logo on it and that then means that they have
created their brand widely. Disney have been able to do this, however with
Disney they have been able to do this while not just placing the logo on all the
products they have made; by just characters and labels with the word Disney on
them.
An identity a brand gives a company a unique identity that differentiates it
from other companies. (What makes your brand different to other competitors?)
Apple have made their company different to everything elses as mainly all of
their products are either black or white, even though this not may seem as clever
as presented. There are no other mobile competitors that started off their
business as black and white. Now apple are getting bigger ad bigger they are
now able to spread their colour scheme to the 5C and give a range of different
backs. With Disney, the thing that makes them different and unique is how that
they have the different locations of their businesses e.g. Disney land Paris
An image each brand has its own unique image associations. BMW reliability
or Porches reliability. Apple quality suitable for all ages however with certain
devices may need parental supervision, Disney appropriate to all ages
Branding promotion;
Brand
Apple
KFC
Topsho
p
Chanel
Dior
Message/Represents?
Apple represents quality, appearance and value for the money you pay
for the products you want.
The food is what represents KFC the most, the chicken and how it is
convenient on the go and the good amount for your money e.g box
meals.
The value and the quality what you get for your money.
The luxury, the pride you have when wearing them. Also the
appearance and quality.
The Appearance, quality and value.
Service Branding
Product Branding
This represents a specific
product with in the company.
E.g. Jaffa cakes (they dont
trade under McVitties they
trade under Jaffa)
Types of branding
Corporate branding
This brand represents a
company and can be applied
to all of their products and
services, e.g. Kelloggs
Description of each
business
Identification of business
brand or brands
Apple
Apple Inc. is an American
corporation that designs
and manufactures
computer hardware,
software and other
consumer electronics.
The company is best
known for their
Macintosh personal
computer line, Mac OS X,
extremely loyal userbase, iTunes media
application and the iPod
personal music player.
The company
headquarters is in
Cupertino, California,
CEO and co-founder is
Steve Jobs and the
company boasts 284
retail locations spanning
10 different countries.
Disney
The Disney/ABC
Television Group is
composed of The Walt
Disney Companys global
entertainment and news
television properties,
owned television stations
group, and radio
business. This includes
the ABC Television
Network, ABC Owned
Television Stations Group,
ABC Entertainment
Group, Disney Channels
Worldwide, ABC Family as
well as Disney/ABC
Domestic Television and
Disney Media
Distribution. The
Companys equity
interest in A&E Television
Networks, Hulu, and
Fusion round out the
Groups portfolio of
media businesses.
The brands that Disney
own are:
Mac
iPad
iPod
Touchstone Pictures
iPhone
Disney nature
Apple TV
Hollywood Pictures
Apple Watch
Software
Animation)
Disney Toon Studios
Pixar Animation Studios
How the products have
added value to the
business
A description of the
brand personalities
appeal to you and other
customers
An explanation of the
benefits of the brand or
brands to each business
An explanation of the
likely effects of
unsuccessful branding for
a business
major product launch. Apple will reportedly brief its retail management
team on the initiative tomorrow, and the company is preparing other new
marketing and sales strategies to increase iPhone sales in retail stores.
Personal Selling - For the Consumer sales promotion Apple offers the
gift cards, free delivery option, offers in-store pickup for many of the items
available on the Online Store, they also offers return policy for the
consumers. According to which, sometimes the product might not be what
they expected it to be. In that case, such as for iPhone return, you may
return your undamaged iPhone with its included accessories within 30
days of purchase for a full refund but while returning the product will
cancel the wireless account and wont be responsible for any additional
fee. Apple Inc. mostly does this by their agreement signed by the
consumers.
Direct marketing - iPhone versus Android [the Google-designed mobile
operating system that runs on the Galaxy S4] is a huge battle in all of our
lives from a user standpoint to a marketing standpoint, in terms of
pounds being spent, EVP of public relations, social media
marketing and search marketing agency 451 Marketing.
The biggest difference between Samsung and Apple is each companys
approach to marketing. While Apple plays up the human connection and
lifestyle components of its brand, Samsung focuses on product features
and humour (usually at Apples expense). The dissimilar styles make
sense since Apple and Samsung attract different audiences. iPhone
owners have a reputation for elitism, that only the cool people have
these, says iPhone-turned-Galaxy owner. However, as millions and
millions of the public flock to Samsung devices, the brand is using that to
its advantage, implying that the iPhone is outdated and over rated. Its a
message that Samsung began exploiting even before the advent of the
Galaxy S4recall a 2012 commercial in which a young Galaxy S3 owner
saves a spot in line for his parents, who are waiting to buy the iPhone.
Public relations - While Apple in the past has taken a stealth approach
to dealing with the media, the company's public relations department has
stepped up its efforts in recent weeks in an attempt to counter some
negative media reports about the company's performance.
Importance of selecting an appropriate promotional mix
What does AIDA stand for:
A: awareness/attention: good, quality, promotional material attracts
peoples attention. For example, eye catching slogans or striking images.