apple is a rare example of a brand that has used brand stretching to actually grow their core business, rather than undermine it. in many cases, when a brand stretches into a new market the business forgets what made the brand famous, heading off on what i call a “brand ego trip” (e.g. in addition, they have introduced millions of people to the apple operating system. many of these new apple customers have gone on to buy a mac computer.
for the apple watch to live up to both its brand and business potential, we would expect it to translate its brand narrative into the context of an existing category, impacting how choices are made in the category, and in this case actually garnering share-of-wrist from the traditional watch market, thereby signaling the onset of wearable “fashion-tech.” i don’t actually believe apple is thinking about this a siege of the watch market as much as an upgrade to the iphone experience. we’ve already covered that the apple watch will be valuable economically to the firm, but is it doing more to build the apple brand, or to benefit from the goodwill the apple brand already has? with this watch launch, the brand’s point of difference is in question as it varies depending on whether apple watch is positioned as an electronic watch or more broadly as a watch.
in regards to novelty, it’s likely that the new characteristics apple will introduce to the category are so transformational that they render the watch almost unrecognizable. while there is status for being a first-to-own and a social payoff for being in the “in-group,” there is still a significant trade-off in the type of social signal that is facilitated by the watch, if apple is trying to source share of wrist, from the traditional watch-owner. to be successful as it has been historically, apple would leverage its share of voice with its core audience to re-frame the basis on which the watch category should be assessed.
here is how apple have successfully stretched, where many brands have failed. 1. brand extensions title: brand extension for apple, author: shina ahluwalia, name: brand extension for apple, examples of successful brand extensions. apple – apple began as a personal computer company. they have since, what is brand extension, what is brand extension, brand extension example, how to do brand extension, colgate brand extension. apple (aapl) is an example of a company that has a history of effectively using a brand extension strategy to propel growth. starting with its popular mac computers, the company has leveraged its brand to sell products in new categories, as can be seen with the ipod, the ipad, and the iphone. brand extensions / category extensions should be towards adjacent product categories. for example, apple started by making personal computers (mac), and then jumped into personal audio (ipod) and then jumped again into smartphones (iphone). those were all good moves because now 62.21% of apple\’s sales come from iphone.
but is it doing more to build the apple brand, or to benefit from the goodwill apple for these reasons, it is critical that this launch be treated as a brand extension into a new category. apple’s branding and marketing strategy and the ipod halo effect. this extension of a common user experience across apple products was further strengthened by the introduction of the apps store to what do you do if your brand or product is looking a little long in the teeth? hitch your wagon to apple’s, types of brand extension, coca-cola brand extension, 2019 brand extensions, brand extension ideas, unsuccessful brand extension examples, corporate brand extension, brand extension and line extension, brand extension strategies
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