Brand Resonance Pyramid Explains Apple's Marketing Success
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This document discusses Apple's brand resonance and the brand resonance pyramid model. It analyzes how Apple achieves strong brand salience, meets consumer needs through its products, develops positive brand imagery, obtains high brand performance, creates strong judgments and feelings about its brand, and ultimately achieves high brand resonance through customer loyalty, attachment, community building, and engagement. The summary examines how Apple has built the most valuable brand in the world through strategically developing each level of the brand resonance pyramid.
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Brand Resonance Pyramid Explains Apple's Marketing Success
- 1. Brand Resonance Bryan Bjerke Diana Mendez Julie Du Michael Bates Raphael Delvaux Tiffany Pham
- 3. Apple • Who? Jobs and Wosniak • What? Personal computing • When? 1976
- 4. Brand Resonance Pyramid Resonance Judgments Feelings Performance Imagery Salience Rational Emotional
- 5. Brand Resonance Pyramid Resonance Judgments Feelings Performance Imagery Salience Who are you?
- 6. Brand Salience • Measures various aspects of the awareness of the brand and how easily and often the brand is evoked under various situations or circumstances
- 7. Consumer Needs and Satisfaction Have you ever heard of this brand? How frequently do you think of this brand?
- 8. Brand Resonance Pyramid Resonance Judgments Feelings Performance What are you? Imagery Salience Definition A measure of how well a brand meets the wants and needs of consumers.
- 9. Types of consumer needs • Economic • Utilitarian • Aesthetic
- 10. Apple • Economic --- What type of pricing do you associate with Apple? • Utilitarian --- How easy is it to do work on an Apple product?
- 11. Apple • Aesthetic --- What type of look is associated with Apple products?
- 12. Brand Resonance Pyramid Resonance Judgments Feelings Performance Salience Imagery What are you?
- 13. What comes to mind when you think of Apple?
- 14. • Apple is no longer selling products, they are selling brands. • Branding strategy - Lifestyle, imagination, passion, hopes, dreams, aspirations, and empowering the people through technology. Apple
- 15. • Humanistic corporate culture and a strong corporate ethic • Volunteering, support of good causes or community involvement • Apple’s founding ethos was power to the people through technology, and it remains committed to computers in education. • Unique visual and verbal vocabulary • Expressed in product design and advertising • Heartfelt connection with customers • Built trust to establishing a community around a product. • Apple products are designed around people Apple
- 16. Rebranded -- to rejuvenate the brand
- 17. 1. Apple 2. Google 3. Coca-cola “Apple is gaining market share in every category and, given the premium price of their products, that is a significant achievement.” David Bailey, NYTimes Apple is the most powerful brand in the world.
- 18. Brand Resonance Pyramid Resonance Feelings Performance Imagery Salience Judgments What about you?
- 19. Judgment • Strong opinions • Expectation of quality, credibility, and superiority • Must have the latest and greatest • What are some of your opinions?
- 20. Apple • Most valuable brand in the world at 104B • How much would extra would you spend for and Apple logo? MAC Apple MacBook Air Core i5 1.4 GHz 4GB RAM 13.3” $949.99 PC Toshiba Satellite Core i5 1.6 GHz 6GB RAM 14” $599.99 Acer Core i5 1.6 GHz 6GB RAM 15.6” $488.00 Asus Notebook Core i5 1.7GHz 8GB RAM 15.6” $649.99
- 21. Brand Resonance Pyramid Resonance Judgments Performance Imagery Salience Feelings What about you?
- 22. Apple • Branding strategy that focuses on emotions • Simplicity… “easy to use” • Efficient • The new lifestyle
- 23. Apple • Creating an emotional connection • Loyalty • Creating social approval • Worldwide trends • Elite feeling of excitement, fun, and new • iPhone, iPod, iPad, MacBook, etc…
- 24. Recommendation • No longer the industry leader in product design • Not standard for business
- 25. Brand Resonance Pyramid Judgments Feelings Performance Imagery Salience Resonance What about you and me?
- 26. Brand Resonance Four key components: 1. Loyalty 2. Attachment 3. Community 4. Engagement The line for the iPhone 6
- 27. Loyalty and Attachment • As recently as last Friday, Apple brand loyalty was on display at countless Apple stores around the globe. • 59% of iPhone users admitted to having “blind loyalty” to the brand. • There are people out there that live and breath for Apple products. They could not and would not want to imagine their lives without it, Apple has reached a cult-like status.
- 29. Community and Engagement • Apple stores are the place for brand fans and customers to shop, talk, learn, and admire the firm’s products. • Applesocial.net is a community and social network for all Apple enthusiast to join and interact with each other, create blogs, groups, make friends, and more. • Apple branded merchandise is also found everywhere.
- 31. Summary • At over $104 billion, Apple’s brand equity is by far the highest in the world. • They have achieved this by carefully honing and continuously improving every aspect that makes up their brand resonance model. • Apple might not offer very many products, but that enables them to focus all their efforts on the few products they do make, enabling them to create the most sought after technological goods on the planet.
- 32. Questions?
Notes de l'éditeur
- John Sculley, a former executive from Pepsi, turned Apple into the biggest single computer company in the world, with $11 billion in annual sales. Sculley increased the advertising budget from $15 million to $100 million.