founded in 1976 by steve jobs and steve wozniak, apple is currently one of the world’s largest technology company in terms of market value with a market valuation of $1.3 trillion. the real magic behind the company’s strong valuation is not in apple’s fancy product line but its the positioning of the brand that has helped apple achieve enviable sales figures and strong customer loyalty. apple has been able to build a lifestyle-brand by making apple mean “creative” and “superior-class” in the sub-conscious minds’ of consumers. the company has lived up to the claim of ‘thinking differently’ by actually ‘acting differently’ by going against the norm – always asking the question; “what’s different about this?” “simple is different” – apple has always lived by this motto and have never attempted to overdo things in its product design.
from colorful imac’s to ipods, iphones, and ipads – apple has always added elegance to simplicity and this is what has been liked by the customers and has worked wonders for the brand. the brand has made sure that its interface is simple and easy for its each and every customer, irrespective of what walk of life he belongs to. again, apple does not attempt too hard in designing its stores and prefers to keep it simple and minimalistic. products aren’t sorted by type and stocked in shelves in apple stores, but are rather displayed together on tables for customers to walk through and experience. apple enjoys one of the highest price points in the industry, to the envy of it’s competitors, who all bang on about ‘value for money’.
all this have been made successful because of the right marketing mix of apple apple enjoys an affinity that no other brand has in the world. for this, we need to understand the brand positioning of apple. market segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as segments) based on some type of shared characteristics. in market segmentation you are forming customer personas that suit the best for your brand.
a company’s brand identity, its elements, its product and its communication, they all play an important role in positioning a product. apple is all about the experience, it goes after the emotional branding something which is felt in the heart and the mind of the customer. product design and quality: since its inception, apple has been rolling out products which have been an epitome of design and quality. apple macintosh was the first personal computer to have a mouse and graphical interface for a user. apple has always come up with innovative technology and improved designs and this, in turn, has led them to have a strong command in the market and ask premium prices for their products.
this is what apple stood by all these years and defined its positioning around three core tenets: positioning of apple : positioning of a brand is a marketing effort and can only be done through marketing week columnist mark ritson on how apple defined the three core tenets of its brand position –, apple brand positioning 2019, apple brand positioning 2019, apple segmentation, apple brand messaging, apple positioning map. apple in general is positioned as a premium product. apple products are generally priced higher than competition. this position has helped apple a lot as it avoids getting into price war. instead of competing on price, apple can now compete on innovation and unique value propositions.
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