Released by Apple Computer, Inc., in November 2001, the iPod rapidly grew in sales and by 2005 had become the worldâs top-selling MP3 player. With a 1,000-song capacity, the first iPod worked only with Apple computers and retailed at $400. From 2003 to 2005, however, Apple ferociously promoted five new Windows-compatible iPod models, along with the companyâs digital music store, iTunes. In an attempt to define the fun associated with the iPod brand and to steer advertising away from the Apple computer, the company released its ââSilhouetteââ campaign. In October 2003 ad agency TBWA\Chiat\Day (TBWA\C\D) introduced outdoor ââSilhouetteââ ads in Los Angeles, followed by a nationwide print and television launch. All ads displayed black silhouettes of people listening to white iPods and dancing in front of radiant green, yellow, fuchsia, and pink backgrounds. The television spots were accompanied by upbeat music from bands like N.E.R.D. and the Black Eye Peas. Continue reading
Brand Management
Case Study: Apple Switch Ad Campaign
By June 2002, after 18 months of new products that included the eMac, OS X operating system, G4 processor, iPod, and new flat-screen monitor, Apple Computer, Inc., still held only 5 percent of the U.S. market and between 2 and 3 percent of the worldwide market in personal computers. Appleâs proprietary lock on technology in the 1980s had forced hardware manufacturers like Dell, Gateway, and Compaq to avoid Apple software and to ship their PCs with Microsoftâs operating system. Apple isolated itself from the masses even more with its 1997 ââThink Differentââ campaign, which associated the brand with revolutionary figures like Mahatma Gandhi and John Lennon. It was to attract a broader range of computer users that Apple launched its ââSwitchersââ campaign in 2002. With the cost estimated at $75 million, the ââSwitchersââ campaign was executed by Appleâs longtime partner and marketing firm TBWA\Chiat\Day (TBWA\C\D). Using print, television, and the Continue reading
Corporate Branding Case Study: âPower of Dreamsâ Campaign by Honda
In 2002 Honda Motor Company was the number-three Japanese automobile manufacturer in the world, behind Toyota and Nissan. While Hondaâs automobile sales in Japan and the United States were considered strong, sales in the United Kingdom and mainland Europe were thought to be weak, even though automobile production in the United Kingdom had been ongoing for a decade. Further, Honda vehicle sales had been declining in these regions since 1998. In response to these problems Honda hired ad agency Wieden+Kennedy London office to create an advertising campaign that would directly address the issues. ââThe Power of Dreams,ââ released in 2002, was an omnipresent campaign in the United Kingdom and beyond, using television, direct mail, radio, posters, press, interactive television, cinema, magazines, motor shows, press launches, dealerships, postcards, beermats (coasters), and even traffic cones. It built upon Hondaâs company slogan, ââYume No Chikara,ââ which was first endorsed in the 1940s by Continue reading
Brand Tribalism
Concept of Brand Tribalism A brand tribe can be defined as a social network of varied persons â who are linked by a shared belief around a brand; its members are not simple consumers, they are also believers and promoters. A brand tribe does collective action and therefore it is implicated as post-modern business. The emergence of brand tribalism represents tribal consumptionâs.  Brand tribalism emerges because there is a group of consumers who adore this brand emotionally connected by some values and usage of consumption, using the social âlinking valueâ of products and services to create a community and express identity. The phenomena of tribes can be presented as an expression of both self and social identity. Consumer social identities and consumption choices shift depending on situational and lifestyle factors. So, the phenomena of Brand tribalism can also be understood and accessed through their shared beliefs, ideas and consumption. Due Continue reading
Case Study: Marketing Strategy Analysis of Apple iPad
To survive in the global and competitive business environment, it is essential for a companys to conduct extensive research so that they can develop a strong brand image from the initial stage as it leads to greater financial benefits for the company. The marketing plan of Appleâs iPad is the topic where an effective marketing strategy is developed to ensure its success in the global competitive market where major plays such as Sony, Compaq and Dell have a significant impact upon Appleâs strategies. Appleâs latest iPad is the revolutionary product which is a portable mini device used as a pc anywhere with its wide range of options and innovative design. Appleâs marketing strategy will be focusing upon the product design, brand positioning, price and promotion of iPad in the global market. This will be linked to the research and analysis of the environmental forces and SWOT analysis to understand the Continue reading
Elements of Brand Identity
There are many elements/characteristics associated with a brand, which need to be understood to facilitate brand creation and brand management. These include brand identity, image, positioning, personality, culture and architecture, as well as brand components such as the text, visual images, and sounds. The brand identity is the way in which a brand/product is portrayed by the firm, with the aim of differentiating the brand from competitors while concurrently creating familiarity between the target market and the brand. This is achieved using a range of tools, which will include the brand image, positioning, personality, culture and architecture. The brand image uses these tools in a combined manner to create or embody a unique set of representative associations which helps to establish a relationship between the customer and the brand/product. The brand identity should create immediate recognition not only for the underlying product/service, but the values, positioning, and general benefits associated Continue reading