Brand Management Multinational Technology Company

Question: Discuss about theBrand Management for Multinational Technology Company. Answer: Introduction In this study, we will learn about brand management and its importance to the organization like apple Inc. it is initiated with a deep knowledge of the word brand. It is started with the development of the promise, making that promise and also to maintain that promise. It also defines the position, delivery, quality, quantity, and image of the company. It is not much only the companies have to learn an art to create and sustain the brand. It helps to make the customers committed to the business. A strong brand image also helps to differentiate the product form all the products in the market. It can be possible when the companies are able to manage their tangible an intangible assets and use them properly. If we talk about products then the tangible assets includes price, packaging, products, etc. but services are termed a intangible assets that comprises of the quality of services, connections, trust, emotions, etc. About the Company Apple inc. is an American company that is multinational technology company and headquartered in Cupertino, California. It is specialized in designing, developing and selling customer products like electric machines, soft wares, and many other online services. This company was founded by the Steve Jobs, Steve wozniak and one more Ronald Wayne the year of 1976 s that they can sell and develop personal computers (MacInnis, Park and Priester, 2009). The company was incorporated as apple computer, Inc. in the year of 1977. The products that is hardware in nature are iPhone, iPad tablets, smart phones, personal computer Mac, iPod portable media player, the Apple smart watch, the Apple TV media digital player, etc. there are many software of apple that helps customers in easy handling of apple products like Mac sound iOS operating systems of apple, iTunes media player. The web browser of safari, the apple iLife, iWork, etc are the creativity apps. Brand Awareness Brand awareness is termed as likelihood by the customers so that they can recognize the presence and existence of the products and services of the company. Brand awareness is very relevant as it is one of the key successes in the promotion of the product. It becomes more relevant when there is any new product launches into the market. It is also very important when a company wants to create a differentiation in their products from the existing products. It can be created by business effective social media services like TV, twitter, Facebook, instragram, magazines, radio, etc. it is also created through the awareness by using traditional advertising. Sometimes it is also used through sponsorship (Helm and Jones, 2010). Points of Parity It refers to the point of difference that is related to the factors of the services and goods that help an organization to establish the differentiation. The apple Inc has very unique products and the designs of this brand is also different form the other brands (Paul and He, 2012). The company is using proper business and marketing strategy to establish the b rand differentiation. They have recently launched an iPhone 7 which is of black and gold color that is one type of point for parity for apple Inc (Lashinsky, 2012). Brand Elements for Apple Brand elements of any products refers to its brand identity, name of the brand, the logos of the brand and its symbols, celebrity, athlete and characters endorsed in the brand, the slogans used by the band, jingles, packaging of the products, etc. (Grady, 2009). In this way apple is using an effective use of elements of the brand. The logo of the apple inc. is an apple which is half bite. There is a unique ringtone which is only found in apple phones. The tagline of apple is "think different which depicts the special features of apple. They have launched many colors that make the iPhone very unique (Heracleous, 2013). 4 Ps of Apple Product- Many portable computers like Mac computers Mac book, iMac, pro, Mac air, mini, Xserve, Macbook They have many servers like- Xserve, Macos, Xsa, Xser, and Mobleme. Accessories- Keyboard, Magicmouse, led cinema display Wi-Fi based stationsinclusing airport express, airport extreme, time capsule Developer- developer connections, iPhone program and airport extreme IPods iPhones iTunes Peripheral products and services like- storage devices, printers, cameras, digital cameras, etc. Price- It is one brand in which there is no competition for the price. It does not compromise with the price of the products. After some starting launches, the company reduces the price of their products. The apple Inc generally uses premium pricing and skimming techniques of pricing (Haig, 2004). Place- The headquarters of apple Inc is located in Cupertino, California. The consultants of apple is comprising of a networks that includes service from professionals, personal service providers, technology consultants who are specialize in apple, third party solutions, etc. they are the technicians who are certified who have competed their training under apple and they also give services related to repair, etc. (Lloyd and Cheah, 2015). Promotion- They provide free shipping for the orders of more than $ 50 and also offer iTunes to its customers. It gives a rebate price of $ 100 when a customers purchases a Mac or any printer form apple store. They give some school offers to its school going customers. The consultant websites of apple help in searching of any tool (Burmann and Zeplin, 2005). Brand Extension and Brand Leveraging Brand extension and brand leveraging are the process through which a brand that already exists can extend their brand to the new markets by using new techniques or by launching of new products services either relate to the existing products or fresh products. Brand leverage is one of the cheapest way by which a new brand can be created by using ne raw material and techniques (Woodside, Megehee and Ogle, 2009). If we talk about brand extension that it means to use the current brand image of the sale of new products and services (Banerjee, 2007). Conclusion At last we can conclude that brand image and management of the same plays a vital role in the marketing of the products and services. It is very relevant for the companies not only for small but also for the big companies to properly management of the brand promotional techniques and approaches in their orgnaistaion as it helps to differentiate the products from the other products of the market. Once a brand is famous then it does not remain the part of the company but it becomes the brand of the customers. They become habitual and familiar of that particular brand. In this way, we can understand the importance of brand management for the apple Inc and its products. References Banerjee, S. (2007). Strategic Brand-Culture Fit: A conceptual framework for brand management. J Brand Manag, 15(5), pp.312-321. Burmann, C. and Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. J Brand Manag, 12(4), pp.279-300. Helm, C. and Jones, R. (2010). Brand governance: The New Agenda in brand management. J Brand Manag, 17(8), pp.545-547. Heracleous, L. (2013). Quantum Strategy at Apple Inc. Organizational Dynamics, 42(2), pp.92-99. Lloyd, J. and Cheah, I. (2015). Consumer's Need for Subtle Branding. GFMC, 1(2), pp.52-56. MacInnis, D., Park, C. and Priester, J. (2009). Handbook of brand relationships. Armonk, N.Y.: M.E. Sharpe. In-text: Your Bibliography: Paul, C. and He, L. (2012). Store brand image design =. Shenyan Shi: Liaoning Science Technology Press. In-text: Your Bibliography: Woodside, A., Megehee, C. and Ogle, A. (2009). Perspectives on cross-cultural, ethnographic, brand image, storytelling, unconscious needs, and hospitality guest research. Bingley: Emerald.