Branding

Paper Summary:

This paper compares the success of Apple Inc's products, mainly the iPod, to that of Microsoft's. The author attributes most of the Apple Inc's success to clever and innovative branding methods and explains why Microsoft have failed where Apple has succeeded. The paper gives several reasons how Apple has been able to foster an aura of respectability, of excitement and brand-loyalty and also discusses how Apple knows how to maintain its position as the 'cool kid' - by keeping the product line fresh, new, ahead of the competition, and always "better" than the other guy's.

From the Paper:

"Apple Inc. has created a truly impressive brand that is not only immediately recognized throughout the world, but enjoys a cult-like following that has been seen only with short-term fad products and, certainly, never with a technology company. Taking this one step further, the Apple products themselves take on a sub-brand life of their own, and none has been so successful and so absolutely domineering in the market as the iPod. In terms of overall lasting success, Apple Inc (nee Apple Computer, Inc.) has been creating overwhelmingly successful brands since 1977."

Sample of Sources Used:

• Barron, J. (2003, March-April). How Strong Brands get "On Intent" and Stay There. Journal of Business Strategy , 24 (2), p. 36(6).
• Carson, P. (2007, December 17). Person of the Year: Steve Jobs. RCR Wireless News , 26 (47), p. 12.
• Creamer, M., & Cuneo, A. Z. (2008, March 3). In an Effort to get 'Cool', Microsoft Finally Calls in Crispin. Advertising Age , 79 (9), p. 4.
• Cuneo, A. (2007, November 5). Microsoft Changes its Marketing Tune for Lackluster Zune. Advertising Age , 78 (44), p. 4.
• Elmer-DeWitt, P. (2008, January 29). How to Grow the iPod as the MP3 Player Market Shrinks. Retrieved May 5, 2008, from fortune.com: http://apple20.blogs.fortune.cnn.com/2008/01/29/beyond-the-incredible-shrinking-ipod-market/

More papers on Branding:

• Persuasive Essay # 125543 : "Importance of Studying Branding"
• Term Paper # 125673 : "Product Life Cycle and Branding"
• Research Proposal # 147145 : "Global Branding: A Research Proposal"
• Essay # 66498 : "Marketing: Co-Branding"

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