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Essay sample - Apple Incorporated and the Power of Its Brands
Pages 8 (2008 words)
Apple Incorporated and the power of its brands Introduction Apple Incorporated is part of Personal Computers Industry under the hardware sector. Its toughest competitors in its industry include Microsoft, Dell, Google, Hewlett-Packard Company and many more…
Its goal is to substantially address the needs of its customers, but not until when it discovered the advantage of creating a need for its product and service offerings. The modern marketing emphasises that marketers are good at creating needs for their offerings (Boone and Kurtz, 2006; Kotler et al., 1999). In fact, Apple is very good at creating needs for its product and service offerings, the very basic foundation of how it tries to achieve its competitive advantage. However, as it continues to grow, Apple Incorporated has become highly recognized with its brands, which brings it at the top of the competition. Porter’s theory of competitive advantage applies to Apple Incorporated and its brands. The power of its brands is very important component of differentiation strategy (Porter, 1998). People simply associate the Apple brand with standard quality, reliability, and many other intrinsic values. This is due to the fact that brands simply emphasise attributes and meanings (Belch and Belch, 1998). In a highly capitalist world, brands have important value that could be maximised for profit making (Arvidson, 2006). Branding is a specific marketing strategy and as a way to enhance profitability, productivity and efficiency (Moor, 2007). Moor added that branding seeks to develop political message, corporate image, people, and behaviours. ...
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