Controlling and Harmonising Brand Identity, Image, and Personality of Apple - Essay Example

Controlling and Harmonising Brand Identity, Image, and Personality of Apple 03041 Table of Contents Introduction 2. Literature 3. Brand Identity a) Aaker Model of Brand identity b) Kapferer’s Brand Identity prism: Six facets of Brand identity 4. Brand Personality 5. The “Big Five” Personality Scale a) Competence b) Excitement c) Sophistication d) Ruggedness e) Sincerity 6. Brand Image 7. Apple Analysis a) Brand identity Prism of Apple b) Outcomes of brand Identity prism 8. Recommendations 9. Conclusion 10. References Introduction The technology sector is one of the fastest growing economic sectors globally. As a result, there is need for every organisation to differentiate itself from the rest due to the massive competition in the market. A study by Batra et al. (2012 p.12) posits that owning a brand identity is one of the most effective strategies through development of unique products as a means of communicating its identity to both the clients and the stakeholders. In addition, it is significant for the company to utilize a marketing mix in relation to branding. In marketing, the 4P’s strategy of product, promotion, price, and place plays a vital role in branding a product. Brand identity helps a company to bring out its individualism and for this reason; management and employees help to bring out the real brand image. The Apple Brand competes across the markets, while evolving and expanding its range of products and services. Aaker and Kaprer’s Brand identities Models are popular in the business world, and apple successfully continues their application as discussed below. Brand identity and brand personality remain contentious issues hence the need for Apple Brand to introduce new and effective branding strategies in this competitive market. Literature Review This section discusses the different theories and models of brand identity, image and personality. Brand identity As Viot (2011) reveals, a brand is the presentation of the product that goes far beyond its intrinsic characteristics. It provokes emotional feeling and attraction when the target clients sites such a product. Brand identity involves the visible elements of a brand including design, colours, name, logo, and symbol, which together identify while distinguishing the product in the client’s mind (Ghodeswar 2008). Identification of the brand roots on the brand produce, the individual, the corporation, or the symbol. There are diverse advantages that comes along with brand identity. Differentiation of the products heightens the products identification to the consumers (Chaudhuri & Holbrook 2001). Furthermore, the target users will have an informed opinion about the product, hence an already created product preference. Eventually, there is creation of value perception to the product users (Madhavaram et al. 2005). Most primarily, brand identity leads to the formation of intellectual property, an element that escalates the product value hence the firm has the mandate to controlling the value of purchase and utilization (Janonis et al. 2007). There are different models of identification including Aaker’s and Kapferer’s Brand identity Model. Aaker’s brand identity Model When it comes to strategic analysis of any company, there arise a fundamental despite to put in place a tool that will measure the personality of the brands. Aaker did formulate a five dimension brand framework whose skeleton focus on five different facets of any product (Burmann et al. 2009). Additionally, each facet has certain characteristics that define the brand. The model is vital in brand development, since it communicates of the ideal principles that drives the product to becoming a brand, and it demonstrates flexibility in the implementation process. This model intends to elaborate the brand identity. The model’s idea is converting the brand’s inspirational image to emanate in four elements including proof points, strategic imperatives, and external and internal models (Kohli et al. 2005). According to Aaker, this model aims at tackling brand identity more effectively through thinking out-of-the-box. The strategic imperatives involve the strategic investments required by a business to maintain its image. This may include the programs and systems applied by the company, and Aaaker urges all companies to embrace strategic imperatives. The proof points involve the existing initiatives, resources, and programs that the company can deploy in order to make tangible identity (Sorayaei & Hasanzadeh 2013). The events, programs, and success stories reinforce the internal role models, while looking at other brands and assuming wider perspectives reinforces the external role model. According to Aaker, the brand essence, the core identity, and extended identity all play a vital role in brand identity. The brand essence helps in capturing the image and values, while the ore identity presents the real meaning of the brand and its associations. Lastly, the extended identity fulfills the brand making it ready to role in its reliable direction. Kapferer’s brand Identity Prism Model This prism presents the six dimensions of brand identity including physique, personality, culture, relationship, reflection, and self-image (Aaker 1997). Essentially, it speculates reveals the external expression of any brand which reveals the visual appearance and trade mark. It is the cornerstone of business operations, enabling all the managers to have an evaluation of strengths and weaknesses of the firm, which further remains detrimental in loyalty creation and calculation of financial value (Chaudhuri & Holbrook 2001). The constructed source according to Kaprer’s prism includes physique and personality, while the receiver includes reflection and self-image. The physique, relationship and reflection are social aspects defining external expressions. On the other hand, personality, self-image and culture are aspects incorporated in the brand. Kapferer argues that it is only through proper communication with the consumers that these aspects come to life (Keller 1993). Apples Brand Identity Prism Brand Personality Research shows that 20% of any company’s profits come from its customers and this can only happen if its brand meets the client’s expectations. For this reason, the company requires to form brand personality through its image. A brand is the connection between the consumer and the product, and Fournier (1998) argues that it the most valuable intangible company asset. A consistent positive brand experience, a client has higher chances of satisfying the consumer. This feeling of client satisfaction from brand experience helps in catalysing brand identification. Each individual possesses his or her own identity identified as self-concept. A study by Lin and Sung (2014) posits that brand identification involves a social construction as integration of perceived image. The brand identification occurs when the consumer relates with the product representing the consumer’s self-concept. As a result, the relationship turns out to be a strong affection involving the product and the client. This approach is similar to social identity where people tend to relate well with other people of similar traits hence developing a feeling of belonging. It is important to note that independent people tend to be less influenced by brands and as a result lack brand preference. The “Big Five” Personality Scale A study by Aaker (1997 p.29) combined a number of research scales in order to overcome problems considering that Apple’s user imaginary is younger that IBM although the latter is an older company. These assumptions base on demographics such as age, gender, and class. His research applied 631 American participants who represented all demographics. Through factor Analysis, Aaaker (1997 p.30) developed the last brand Personality using the five traits that included Competence, Excitement, Sophistication, Ruggedness, and Sincerity. Competence Apple Inc. remains a leading brand, giving major competition to other giants like Mac, Google, and Samsung among others. Sine Jobs, the late CEO of Apple, the company holds the top position. Apple Company is among the world’s top favourite companies listed by Fortune magazine in 2014. This iconic company is popular for its iPhone and other user friendly and stylish gadgets. According to Fortune magazine, this company’s innovation ranks the highest. Fortune magazine also highly rates the people management in this reputable organization and the use of corporate assets. According to Fortune magazine Apple’s social responsibility rates at number 5, while its global competitiveness rates at number two. Excitement Apple Inc. continues producing exciting products for its consumers compared to other competing brands. Study shows that Apple targets all ages, and classes of people hence every person has something to excite him or her from these wide range of products. However, the students seem to compose the higher buyer percentage and Apple ensures that its products meet their requirement. The Apple phone makes it an entertaining and an educational gadget. Today, an Apple user can access any library online without physically looking for these libraries. In addition, this one-stop shop offers applications that ease access to all products. The phone is user friendly, and any age group can enjoy using Apple products. Sophistication Apple has the most sophisticated products of current times, and this clearly shows with their rates of innovation. Today, there is an Apple watch launched in February 2015 through which a person can browse mail, search directions, and use the internet at their own comfort. This is the first watch in the market to have such specifications, and this shows how Apple leads in sophistication. In addition, this company produces products for every zone ensuring that the rich and the poor can afford a specific model of their product. This means that everyone enjoys sophistication at his or her own level. On the other hand, there is the iPhone that Apple produced, and it was the first and most sophisticated phone in the market. Ruggedness This is a vibrant company with a global touch, and its market extends from the most developed to the least developed. The aggressiveness of this company shows in its marketing strategy ensuring it captures every individual’s hearts. Its partnership with Starbucks is a good example of its ruggedness. Since them both shared similar clients in terms of values, attitude, and beliefs, Starbuck was the convenient place. The partnership would cost Apple about $0.11 per end user. This part partnership allowed customer’s devices to recognize automatically the iTunes Wi-Fi music store once they entered a participating location like Starbucks without paying for a connection fee. They customer would be able to see the ‘now playing’ song and easily download and pay for it. They would also buy other songs from the recognized albums at a rate similar to other regular iTunes stores. The customer is required to insert a Radio-frequency Identification chip into the iPods, computer or any other devices intended to be used. This helps in linking gadget to the iTunes account. The customer would then request Starbucks to allow the use of the gadget, and any payments to be made in regard. These payments are similar to those made via MasterCard and other modes of payments. Customers will benefit by accessing the music easily, and also it is a new mode of purchasing media. This means they are able to multi-task as they enjoy their coffee. This is a digital shopping being introduced to customers by Starbucks. The customer is able to listen to the playing music and downloading it as they enjoy their coffee. Through this partnership, Starbucks is able to attract more customers to its business. They are making more money with the clients taking longer time at the coffee shops. Starbucks is also making money from the iTunes through the music bought by its clients. Apple is able to enter different segments and market through wide product mix. Apple is a party that is not only making money from the downloaded and bought music, but it is also marketing its music to other retailers at the coffee shop. They could buy the music and use it as soundtracks or movie trailers. Sincerity Apples Brand image has fostered brand equity through creativity and innovation. This strong image has also allowed Apple to price premium fee for their products. The company is sincere to its consumers through originality of their products, through which consumers enjoy the first hand touch. As earlier mentioned, the company has no imitations, and the creation of the iPod, iPhone, iPad, and now the Apple watch are examples of originality. Apple Company has maintained sincerity by offering the best and exciting products to its consumers at affordable prices, and an easy to access market base. Every person at the horn of the world can access its products whether online or offline. Brand Image Introducing new products requires brand architecture through planning and analysing the brands relations to other products. The company should have endorsed products for every category, and according to Kapferer (2008 p.351), this involves hierarchical levels of brands, their visibilities, and connections. The brand image involves people’s perceptions, this may include the product looks and logo, and this creates the brand image from consumers. A study by Batra et al. (2012) has a different approach in relation to understanding brand personality in branding. In their study, these researchers argue that consumers may mostly develop some love for different brands. According to their study, this passion is subject to the existence of ten major components. Just like Apple, the brand has first to be superior in both qualities and quantities. Secondly, it is important for this brand to have values and beliefs with which consumers can easily relate. This study argues that the consumers loved the products more if they connected to the brands that they believed were deeper. Such beliefs include close interpersonal relationships, self-actualisation, cultural or religious identities, and existential meaning (Anholt 2007). Thirdly, the loved brands should have some extrinsic tangible values although study by Tamir& Mitchell (2012) shows that consumers prefer a brand offering intrinsic values. Fourth, the brand personalities should enact desired identities, while expressing the existing ones in order for their customers to relate to something that they love. The fifth concept according to Batra et al. (2012 p.52) involves positive feelings from the consumers towards the brand. Passion is the sixth concept, and scholars refer to it as the first dimension indicating a natural fit sense for the consumer and the brand. The seventh concept is the existence of some emotional bond between the consumer and the brand, while the eighth concept includes the willingness by the consumer to invest in the brand. The ninth concept according to these authors is the frequent thought and use of the brand, and lastly, a prolonged use of the brand ensure brand identification making this brand a part of the consumer’s personal narrative. Apple branding strategy focuses on emotions based on consumer’s feelings. The apple brand personality is all about lifestyle, liberty, imagination, passion, hopes, aspirations, dreams and power of the people in relation to technology. This brand personality focuses on simplicity according to an Apple report (marketingminds.com). However, there is more to marketing than this and the following section argues on the outcomes of brand loyalty. Apple Analysis Apple Company has already created its image through its image, personality, and identity through its different campaigns. According to Kapferer (1994 p. 24), each organizations should have its campaigning strategies and Apple used famous people in its campaign gaining a lot of popularity. The introduction of iPods, and the latest Apple watch are among the few new productions making Apple stand out from the rest. Apple’s Brand identity prism http://www.google.com/imgres?imgurl=http://image.slidesharecdn.com/brandprojectapple-111031123517-phpapp01/95/brand-project-apple-25 The above chart shows a summary of Apple Inc’s brand identity prism. In personality, Apple is all about lifestyle, innovation, imagination, and aspirations among others. The Apple brand ensures simplicity for all people, removing any complexity hence it is people driven power product. In physique, Apple’s logo, microcomputers and its easy access ensures it leads, and for culture, the company has a product for everyone. Apple has a great human touch ensuring a great relationship with its clients. Through its reputation, Apple Company has established a great image for itself through quality products, and on reflection, Apple Company continues creating a great mind-set for its consumers through special community association. This emotional brand builds a strong brand essence, and it has established a heartfelt connection with its clients through its product designs and advertisements. Outcomes of brand Identity Prism Apple’s identity prism creates loyalty to its clients through the emotional touch. As mentioned earlier, brand loyalty mainly depends on the consumer’s willingness to pay best amounts, use the word of mouth to promote the brand, and resist any negativity in relation to the brand (Folse et al. 2013 p. 15). A study by Sutniko (2011 p.61) posits that the consumer should have the willpower to pay more for a particular brand and its services in relation to the competitive brands. The current consumers tend to better their lives making everything easy around them (Albert et al. 2013). These consumers also constantly seek ways of maintaining long-term relations with their brands that bear their desired qualities. On the other hand, consumers adapt brands as part of their self-concept because of nature’s tendency to humanise non-human substances. This tendency of humanizing these objects refers to as Anthropomorphism, and it plays a big role in personification of brands. According to Lin and Sung (2014 p.36), human traits in human beings include desires, beliefs, and values among others. Marketers found these traits’ effectiveness vital for promotional purposes especially in communicating brand personalities, while connecting with the consumers (Wood & Roberts 2006). As a result, anthropomorphism plays a vital role because as earlier mentioned consumers identify more with brands that share similar values. However, this can only happen through proper communication as suggested by Aaker (1995 p.35). Communication plays a vital role in brand communication because it brings a closer awareness to the consumers. With the present market rivalry, humanizing a brand is not sufficient. The marketers must utilize an efficient communication on the brand personality to the consumers. According to Gamble and Gamble (2003 p.44), effective communication is both a skill and an art and it takes time and experience to master. Hence, employees especially marketers need to learn the traits of an effective communicator (Meyers 2000). The organizational structure offers some methods on how the achievement may be both external and internal. The responsibilities of both leaders and their employees impart a foundation of their communication. In addition, generating an organizational vision, communicating the vision, and the understanding from the stakeholders is the major acknowledgment to any organisation’s prospective. Literature provides vital information on how customers relate to brands with some studies arguing that repeated exposures to certain brands leads to consumers having brand experience. At this point, Ferraro et al. (2013 p.41) argues that the consumers anthropomorphise the brand through identifying similar traits, and values that match their self-concept. After brand identification, the self-image and the brand-image intermingle, and brand loyalty builds once the customer continues with the purchases. Integrated marketing communication starts this branding process in a unique voice through different executions. The correlation among the workforce distinguishes by intensity of dependency just like the fundamental conflict theory, and this influences their consistency in attaining the objectives. In this respect, (Siegfried 2002 p.15) reasoned that change has to come from the top management and spread out through diverse systems inside the organization, even if further study shows that change can come from subordinate levels of the organization. Nevertheless, this has to get cooperation from the administration. Recommendations According to Lin and Sung (2014), human traits in human beings include desires, beliefs, and values among others. Marketers found these traits’ effectiveness vital for promotional purposes especially in communicating brand personalities, while connecting with the consumers. As a result, anthropomorphism plays a vital role because as earlier mentioned consumers identify more with brands that share similar values. Spokescharacter as earlier suggested becomes the most apparent approach of anthropomorphism with these advertising icons being embodiments of the human method tied to a brand through a brand vision whether through human or cartoon. In their promotions, the marketers discovered gecko, Michelin man, and Mr. Clean among others spokescharacters. The spokescharacter has to have likeable traits and that relate to expertise in that particular brand or industry. A study by Folse et al. (2012 p.26) posits that spokescharacters present brand-protection for these brands. An abstract idea of the brand may not be as effective as the spokescharacters hence they accelerate brand identification, while resisting negativity. In addition, further study shows that these characters lead to improved brand and advertisement remembrance. These characters according to researchers improve brand claim recognition in relation to product promotion. In addition, the characters equally enhance positive brand attitude, and Folse et al. (2012 p.30) argue that they are specifically effective in promoting pleasure-related brands. Conclusion In order to improve the company’s brand personalities, images and Identity, it is important for Apple to diversify in its communication to the clients. There is no one perfect method of marketing and this study shows that there are many ways of companies like Apple to improve or diversify from the regular marketing strategies in order to improve their brand. Apple successfully applies the Aaker and Kaprer’s models, but the company may apply more strategies in order to remain on top. Using spokescharacters in their advertisement may be a plus according to Calabro, 2014 p. 62), and collaborating with Starbucks is another option. Spokescharacters have a positive impact on brand personalities. However, the study shows that having personality traits is not enough for the demographic associates who have an ideal concept or social identity. Proper use of spokescharacter as shown by Dos Equis and Old Spice can effectively personify a brand creating a relationship between the consumer and that particular brand. The spokescharacters help the consumers to interact and identify with the brand. As a result, the marketers should never underrate the power in spokescharacters. They should never undervalue the incorporation of perfect traits especially in their communication strategies. Nevertheless, with globalization marketers will in future have a better understanding on the positive effects of spokescharacters in relation to personification. For this reason, Apple can try out using Spokescharacter as an additional strategy in their marketing to improve not only its personality, but also its branding and imaging too. References Aaker, D. A. (1991). Managing Brand Equity. New York Times. The Free Press Aaker , J. L. (1995). Brand personality, Conceptualization, measurement, and Underlying Psychological mechanisms. 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