In this study paper the term brands and branding are generally defined and the different values of the success of a brand are explained in more detail. Then the history of the founding of the Apple Group is briefly presented. In the following, the values mentioned in the first part are taken up again and explicitly demonstrated in practical applications relating to Apple's innovation strategy.
The topic of brands is a hot topic in marketing worldwide. Each of us own brands at home and uses brands, for example when using your smartphone. The importance of brands and branding has increased in the recent years. The behavior of consumers can be controlled by a brand. Because consumers build relationships with brands and have very lively brand images. A brand is also a distinguishing mark for the potential buyer. For this reason, it is crucial which image and appearance the brand incarnates in public, so that the brand can become successful and achieve a high market value. Nowadays, electronics and innovative technologies are very important. The brand Apple can attach a high level of awareness to this. From young to old people, there is interest in the brand and its products.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Brands and branding – What makes a brand valuable?
- Brands and branding
- What is a brand?
- What does branding mean?
- Key elements constituting brand value
- The role of innovation for brand value using Apple as an example
- Historical background
- Apple's strategy
- Success and breakdowns
- Customer loyalty
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The purpose of this paper is to analyze what makes a brand valuable, particularly focusing on Apple's marketing strategy and its role in establishing the brand's success. The study aims to clarify how Apple's approach differs from other marketing strategies and how it effectively launches new products.
- Defining brands and branding
- Identifying key elements contributing to brand value
- Examining the role of innovation in building brand value
- Analyzing Apple's historical background and marketing strategy
- Exploring the factors behind Apple's success and potential breakdowns
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction highlights the increasing importance of brands in today's market, especially in the realm of electronics and innovative technologies. The paper focuses on Apple as a case study, given its significant market value and consumer interest.
The second chapter defines brands and branding, emphasizing the role of brand name, logo, and overall image in differentiating products and building trust with consumers. It also explores the concept of brand knowledge and its impact on consumer perception.
The third chapter delves into the role of innovation in building brand value, using Apple as an example. It examines the company's historical background, strategic approach, successes, and potential breakdowns, ultimately focusing on the importance of customer loyalty in sustaining brand value.
Schlüsselwörter (Keywords)
This study focuses on the concepts of brands and branding, brand value, innovation, marketing strategy, consumer behavior, customer loyalty, and the Apple company as a case study in successful brand building.
- Citation du texte
- Vanessa Lang (Auteur), 2020, Brands and Branding. What makes a brand valuable, using Apple's innovation strategy as example, Munich, GRIN Verlag, https://www.grin.com/document/1012761
