0803

Problem

Using the customer-based brand equity framework as a guide, describe the distinctive components of Apple’s brand strategy.

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Step 1/2

Company A has turned to be one of the most successful brands in the world. Company A is renowned for its innovation in its products. The products are user friendly and are very popular among consumers in the market. The marketing and distribution strategies of the company helped them built strong brand image among the consumers.

The company is into making of consumer electronics, computer software, I pod’s, mobile phones etc. The products created are of superior quality. The products are unique, stylish and innovative. They are highly protected by patents and copy rights.

Step 2/2

The customer based brand equity (CBBE) model gives a better idea on what the consumers have learned and understood regarding the brand. The thoughts, feelings and perception in the minds of consumers can be represented in the form of a model. The model comprises of brand salience, brand performance, brand imagery, consumer judgements, consumer feelings and resonance.

Salience - The main feature of this company is its innovation of products. The products are unique and have a great value in the minds of consumers.

Performance - The brand offers good quality products and is user friendly to consumers. The performance of the product is good as it’s reliable and durable.

Imagery – The brand is more of a psychological attachment to the consumers. Social media has become very popular among youngsters; this brand is often chosen by consumers to use the social media. At time consumers feel it as a social need.

Customer judgement – Consumer judge the product keeping in mind the quality, credibility, consideration and superiority.

Customer feelings – The consumers feel a sense of happiness and excitement with the brand A. It is the emotional feeling consumers have towards the brand.

Consumer- brand resonance- Consumers feel a strong bond or attachment to a particular brand. Similarly consumers are loyal and have a strong connection with brand A. This helps the consumers to keep purchasing different products of the same brand.

The relationship between the consumer and the brand is therefore very important. The products must be thus produced keeping in mind the requirements and needs of the consumers. Company A is successful in creating a superior brand image in the eyes of customers and customers love themselves to see associated with its products for a social status and product features.