Apple Brand Audit Final f6b16
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ITN T
D E M AUG E
A N D N MA
A D N R B RA
B E C L I
G P E T P A A TR S
OBJECTIVE, SCOPE AND METHODOLOGY
Objectives
• To find out the perception of people toward Apple after Steve Job died – – – –
Brand image Brand awareness Positioning Threat
• To find out how people response to iPhone 5
“ Think Different…”
Scope The report will cover among MUIC students that are using smart phone of any brand and have experience using iPhone of any model
Methodology The secondary data will be carried out by using the website article that relate to Apple brand before and after the death of Steve job. For primary data, our group used questionnaire method
“ Think Different…”
INDUSTRY BACKGROUND •
Firstly invented by Ericson in 1997
•
The term smart phone is still vague
•
Allowing the third party applications to run
•
Window, IOS and Android
INDUSTRY BACKGROUND •
The common one is Symbian from Nokia
•
In year 2000, the market was ruled by Nokia
•
In 2006, this is the turning point
•
Internet was provided almost entire areas
•
Smartphone allows to perform various tasks
•
In 2007, Apple launched iPhone
MARKET SHARE OF SMART PHONES
APPLE BACKGROUND -
1976, as computer company
-
To achieve stellar products and services
-
Be the main market leader in music players
-
ed the phone industry with the iPhone
-
Market cap larger than Google & Microsoft combined
-
Steven P. Jobs >> the Apple's CEO
-
Current CEO >> Tim Cook
“ Think Different…”
CONSUMER ANALYSIS Trends •
The high-end models >> selling well
•
Many significant online stores
•
The gateway to ecosystem
•
Women >> white iPhone more
“ Think Different…”
CONSUMER ANALYSIS Motivation • • • •
To listen the music To communicate through social network To use high-end technology Feel trendy and technological wisdom
“ Think Different…”
CONSUMER ANALYSIS Perception • • • • •
Circle button below the screen is innovative Large screen and have simple design High quality >> smooth to touch Primary ‘i’ >> sound smooth and attractive Sensation of being young and trendy
“ Think Different…”
CONSUMER ANALYSIS Segmentation • • • •
One product for a particular purpose Middle to high class and in the business of media and design Lifestyles of the youth and middle age who living at the locations Using the internet and computers
“ Think Different…”
CONSUMER ANALYSIS Behavior •
To improve the image of customers
•
One part of their daily lifestyle
•
Take them wherever they go
•
Most men >> purchase iPod is a necessity more than most women believes
“ Think Different…”
BRAND ELEMENTS
Logo
Original logo
• • •
1976-1998
1998-2000
Easy to recognize Quality and innovative One of the most valuable symbol
“ Think Different…”
2000-2007
Currently
BRAND ELEMENTS
Packaging Appearance • Plain but unique • Black and White
Apple packaging team Emotional response • First impression • Excitement
“ Think Different…”
BRAND ELEMENTS
Slogans iPod classic “10,000 songs in your pocket."
iPhone 5 “The biggest thing to happen to iPhone since iPhone
MacBook "MacBook Air. The world's thinnest notebook."
“ Think Different…”
BRAND ELEMENTS
POPs Technology: Produce in the same manufacturer (Foxconn Co.Ltd) Use Samsung technology Brand touchscreen Price Price:iPhone 5
฿23,000
Samsung s3
฿22,000
Nokia Lumia
฿21,500
“ Think Different…”
BRAND ELEMENTS
PODs Retail store:
Have its own retail store (Applestore/iStudio)
ZEN concept Friendly expert staf
CEO: Steve Job Tim cook Recognizable
Operation system: Perfectly suit with all Apple’s product iCloud Reliable
“ Think Different…”
BRAND ELEMENTS Marketing program • Steve Job show • Rumor through social media www.macrumors.com • Restriction in software update Forcing the customer to buy new model
• Commercial showing the attribute of the product
“ Think Different…”
APPLE BRAND PORTFOLIO Laptop/ Desktop
MacBook Air MacBook Pro Mac Mini iMac Mac Pro
“ Think Different…”
iPod • iPod shuffle • iPod Nano • iPod Touch • iPod Classic • Apple TV
APPLE BRAND PORTFOLIO iPhone • iPhone 2G • iPhone 3G • iPhone 3Gs • iPhone 4 • iPhone 4s • iPhone5
“ Think Different…”
iPad • iPad 1 • iPad 2 • The new iPad • iPad mini
BRAND PORTFOLIO ANALYSIS MacBook White Launch to gain
customers
the market share of low-end market that who have a low income can purchase this products
iPhone S type; iPhone 3GS, iPhone 4S
Apple Inc. launch these product type to gain more revenue from customers because the past product is in the maturity period To extend the time period of products while other brands do not launch products iPod Touch
To capture the market in portable music player and movie player, which function is similar to iPhone
“ Think Different…”
BRANDING STRATEGIES Apple Inc. keep creating innovative product Product features Product Design Product Uniqueness Opening retail store in high-end district Emotional Connect Apple aims for loyal customers
“ Think Different…”
BRANDING STRATEGIES Apple training manual - Approach customers with a personalized warm welcome - Probe politely to understand all the customer’s needs - Present a solution for the customer to take home today - Listen for and resolve any issues or concerns - End with a fond farewell and an invitation to return
“ Think Different…”
SAMSUNG BRAND ELEMENT •
Meaning “three stars” (powerful, everlasting)
•
Memorable, transferable, unique, and easy to protect
•
Able to extension the product categories
“ Think Different…”
SAMSUNG BRAND ELEMENT LOGO
“ Think Different…”
SAMSUNG BRAND ELEMENT SLOGAN
“inspire the world create the future” Vision and mission “Smart thinking. Simple living” “The phone that does it all” “Designed for Humans (Inspired by Nature)” “Camera reborn”
“ Think Different…”
SAMSUNG BRAND ELEMENT PACKAGING
Plain and classic Sense of elegant , high end product Modern and attractive design Feel excited and feel of value Similarities Strong competitive Very similar theme and look
“ Think Different…”
SAMSUNG’S BRAND PORTFOLIO • TV • Camera • Notebook • Memory • Accessories • Home
“ Think Different…”
POPS/PODS OF SAMSUNG POPs Try to launch new product Try to cover the gap in the market Try to gain competitive advantages (brand reputation) PODs Ultramodern product Humanizing the product Better experience
“ Think Different…”
CURRENT MARKETING PROGRAMS Superstars (representative) to increase brand Media ment Billboard Poster (corner of many roads)
*gain lots of attention from targeted consumers*
“ Think Different…”
NOKIA BRAND ELEMENTS LOGO
Slogan
“ Think Different…”
NOKIA BRAND ELEMENTS PODS & POPS Point-of-Diference Sustainable competitive advantage is its global reach accompanied with a locally tailored presence It is going to be hard for the competitors to enter a market like INDIA where Nokia has established a strong presence Durability and Battery endorsement Point-of-Parity With the new operating system, Window phone 8, Nokia shared the same technology with HTC, Samsung, and Huawei Pricing (Nokia Lumia) is slightly different with competitors like iPhone 5 and Galaxy S3
“ Think Different…”
NOKIA BRAND ELEMENTS MARKETING PROGRAM •
Advertising – Through TVC, Bill boards, Outdoor Ads, Radio and display stands
•
Personal selling – By product training to Distributor
•
Event marketing
•
s for loyal customers
•
Below-the-Line promotion
“ Think Different…”
QUESTIONNAI RE BRAND AWARENESS
Name the brand of smart phones you have heard Awareness Level
1% 3% 1% 1% 15% 13% 10%
20%
13% 13%
9%
Apple Samsung Blackberry Nokia HTC Sony LG Google Motorolla Hoawei I-mobile
GIVEN THE PICTURE BELOW, WHAT BRAND DO YOU THINK OF?
100%
100% recall the picture
Is the slogan of which brand? Awareness Don't know Motorolla Samsung Apple 0
2
4
6
8
10 12 14 16 18 20
QUESTIONNAI RE BRAND IMAGE
To what extend do you feel the following product characteristics are descriptive of Apple iPhone5? Descriptive 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0
Descriptive
How good or bad it is for Apple iPhone5 to have the following product characteristics? Favourability 3.95 3.9 3.85 3.8 3.75 3.7 3.65 3.6 3.55 3.5 3.45
Favourability
How unique it is for Apple iPhone5 in term of following product characteristics? Uniqueness
4 3.9 3.8 3.7 3.6 3.5 3.4 3.3 3.2 3.1 3
Uniqueness
QUESTIONNAI RE BRAND RESPONSE
Do you think iPhone 5 is similar or different to existing competitors?
Similar Not fimilar
Similar = 36.67% Not Similar = 63.33%
Similar in term of same function/application with other brands. Not Similar in term of : iOS Design Application Brand Image Uniqueness Innovation
IOS Design Application Brand image Uniqueness Innovation
If you are considering buying new smartphone, assume all the brand have the same price, how likely would you buy the following brand Brand response 10 9 8 7 6 5 4 3 2 1 0
Brand response
QUESTIONNAI RE BRAND RELATIONSHIP
If you are considering buying smartphones in 3 months, which brand are you interested? Brand relationship 25 20 15 10
Brand relationship
5 0
23 out of 30 of the applicants choose iPhone
Q15 Would you continue buying the next generation of iPhone?
23.33% Yes No 76.67 %
QUESTIONNAI RE BRAND ASSOCIATION
WHEN YOU THINK OF IPHONE 5, WHAT CAM UP TO YOUR MIND? “Fast”
“Expensive” 13 % “Short Battery”
10 %
“Tim Cook” 10 %
“Innovation” 10 % “Steve Jobs” 3%
15 %
“Same as iPhone4”
15 %
25 % “Function/Desi gns”
QUESTIONNAI RE BRAND PERSONALITY
Q12 IF IPHONE5 IS A PERSON, TO WHAT EXTENT DO YOU THINK IPHONE5 WOULD HAVE THE FOLLOWING PERSONALITIES Excitement Unique
Young
Imaginative
Up to date 4.5
4.6
4.7
4.8
4.9
5
5.1
5.2
5.3
Total 19.99
Q12 IF IPHONE5 IS A PERSON, TO WHAT EXTENT DO YOU THINK IPHONE5 WOULD HAVE THE FOLLOWING PERSONALITIES Sophistication
Good looking
Charming
Upper class
4.7
4.8
4.9
5
5.1
5.2
5.3
5.4
Total 15.54
Q12 IF IPHONE5 IS A PERSON, TO WHAT EXTENT DO YOU THINK IPHONE5 WOULD HAVE THE FOLLOWING PERSONALITIES Competence/Capability Leader
Technical
Intellegence
Reliable 4.4
4.6
4.8
5
5.2
5.4
5.6
The result from this question is that the competence of an iPhone 5 is the most rated from respondents , which the Total is
20.94
COMPETITOR ANALYSIS •
Compete with many brands.
•
Technology, smart phones and computer industry
•
Diferentiate, modern design and products
•
3 main competitors in market; Blackberry, Nokia, Samsung and
“ Think Different…”
BRAND EQUITY Judge Brand Equity since death of Steve Jobs • • • •
Brand Brand Brand Brand
Awareness Image Resonance Relationship
“ Think Different…”
BRAND AWARENESS Some parts of brand awareness are strong Everyone can recognize brand logo and iPhone Slogan is unknown but is an important brand element Recognition is high but recall is not, Smartphones people think of Samsung more, This would not have been the case before, Salience is slipping
“ Think Different…”
BRAND IMAGE • Overall Brand image is good Strong, Favorable and Unique • Shows imagery and performance of the product is good, and integral part of brand equity
“ Think Different…”
BRAND RESPONSE • Apple still considered a unique product – Reinforce the slogan • People that are aware would consider it as their favorite brand of smartphone • When price is taken out of consideration it is also considered the favorite product • Samsung are gaining share and Apple need to make sure this doesn’t happen
“ Think Different…”
BRAND RELATIONSHIP •
Very strong brand relationship Most customers consider buying next generation of iPhone Most customers would consider iPhone
•
Apple have strong behavioral loyalty
•
Our survey is just done for iPhone but this will be similar for most Apple products. Consumers feel they are part of Apple Family
“ Think Different…”
RECOMMENDATIONS •
•
Brand Recall low • Increase Advertising efforts • Increase product range
•
• Slogan unknown Important brand element that is • relatable • Show slogan on website and product packaging • • Invest in R&D to stay ahead and create more design appeal
“ Think Different…”
Be more wary of competitors and create branding plan accordingly Maintain core competencies Look outside for features, such as Dropbox, Google, Hotmail etc Define and reach customer base more broadly and deeply
RECOMMENDATIONS Build unbreakable customer bonds Retail stores can give information on customers to create bond Create ideas and attention from customers Be careful when engaging in lower end of the market Manage Brand exposure
“ Think Different…”
D E M AUG E
A N D N MA
A D N R B RA
B E C L I
G P E T P A A TR S
OBJECTIVE, SCOPE AND METHODOLOGY
Objectives
• To find out the perception of people toward Apple after Steve Job died – – – –
Brand image Brand awareness Positioning Threat
• To find out how people response to iPhone 5
“ Think Different…”
Scope The report will cover among MUIC students that are using smart phone of any brand and have experience using iPhone of any model
Methodology The secondary data will be carried out by using the website article that relate to Apple brand before and after the death of Steve job. For primary data, our group used questionnaire method
“ Think Different…”
INDUSTRY BACKGROUND •
Firstly invented by Ericson in 1997
•
The term smart phone is still vague
•
Allowing the third party applications to run
•
Window, IOS and Android
INDUSTRY BACKGROUND •
The common one is Symbian from Nokia
•
In year 2000, the market was ruled by Nokia
•
In 2006, this is the turning point
•
Internet was provided almost entire areas
•
Smartphone allows to perform various tasks
•
In 2007, Apple launched iPhone
MARKET SHARE OF SMART PHONES
APPLE BACKGROUND -
1976, as computer company
-
To achieve stellar products and services
-
Be the main market leader in music players
-
ed the phone industry with the iPhone
-
Market cap larger than Google & Microsoft combined
-
Steven P. Jobs >> the Apple's CEO
-
Current CEO >> Tim Cook
“ Think Different…”
CONSUMER ANALYSIS Trends •
The high-end models >> selling well
•
Many significant online stores
•
The gateway to ecosystem
•
Women >> white iPhone more
“ Think Different…”
CONSUMER ANALYSIS Motivation • • • •
To listen the music To communicate through social network To use high-end technology Feel trendy and technological wisdom
“ Think Different…”
CONSUMER ANALYSIS Perception • • • • •
Circle button below the screen is innovative Large screen and have simple design High quality >> smooth to touch Primary ‘i’ >> sound smooth and attractive Sensation of being young and trendy
“ Think Different…”
CONSUMER ANALYSIS Segmentation • • • •
One product for a particular purpose Middle to high class and in the business of media and design Lifestyles of the youth and middle age who living at the locations Using the internet and computers
“ Think Different…”
CONSUMER ANALYSIS Behavior •
To improve the image of customers
•
One part of their daily lifestyle
•
Take them wherever they go
•
Most men >> purchase iPod is a necessity more than most women believes
“ Think Different…”
BRAND ELEMENTS
Logo
Original logo
• • •
1976-1998
1998-2000
Easy to recognize Quality and innovative One of the most valuable symbol
“ Think Different…”
2000-2007
Currently
BRAND ELEMENTS
Packaging Appearance • Plain but unique • Black and White
Apple packaging team Emotional response • First impression • Excitement
“ Think Different…”
BRAND ELEMENTS
Slogans iPod classic “10,000 songs in your pocket."
iPhone 5 “The biggest thing to happen to iPhone since iPhone
MacBook "MacBook Air. The world's thinnest notebook."
“ Think Different…”
BRAND ELEMENTS
POPs Technology: Produce in the same manufacturer (Foxconn Co.Ltd) Use Samsung technology Brand touchscreen Price Price:iPhone 5
฿23,000
Samsung s3
฿22,000
Nokia Lumia
฿21,500
“ Think Different…”
BRAND ELEMENTS
PODs Retail store:
Have its own retail store (Applestore/iStudio)
ZEN concept Friendly expert staf
CEO: Steve Job Tim cook Recognizable
Operation system: Perfectly suit with all Apple’s product iCloud Reliable
“ Think Different…”
BRAND ELEMENTS Marketing program • Steve Job show • Rumor through social media www.macrumors.com • Restriction in software update Forcing the customer to buy new model
• Commercial showing the attribute of the product
“ Think Different…”
APPLE BRAND PORTFOLIO Laptop/ Desktop
MacBook Air MacBook Pro Mac Mini iMac Mac Pro
“ Think Different…”
iPod • iPod shuffle • iPod Nano • iPod Touch • iPod Classic • Apple TV
APPLE BRAND PORTFOLIO iPhone • iPhone 2G • iPhone 3G • iPhone 3Gs • iPhone 4 • iPhone 4s • iPhone5
“ Think Different…”
iPad • iPad 1 • iPad 2 • The new iPad • iPad mini
BRAND PORTFOLIO ANALYSIS MacBook White Launch to gain
customers
the market share of low-end market that who have a low income can purchase this products
iPhone S type; iPhone 3GS, iPhone 4S
Apple Inc. launch these product type to gain more revenue from customers because the past product is in the maturity period To extend the time period of products while other brands do not launch products iPod Touch
To capture the market in portable music player and movie player, which function is similar to iPhone
“ Think Different…”
BRANDING STRATEGIES Apple Inc. keep creating innovative product Product features Product Design Product Uniqueness Opening retail store in high-end district Emotional Connect Apple aims for loyal customers
“ Think Different…”
BRANDING STRATEGIES Apple training manual - Approach customers with a personalized warm welcome - Probe politely to understand all the customer’s needs - Present a solution for the customer to take home today - Listen for and resolve any issues or concerns - End with a fond farewell and an invitation to return
“ Think Different…”
SAMSUNG BRAND ELEMENT •
Meaning “three stars” (powerful, everlasting)
•
Memorable, transferable, unique, and easy to protect
•
Able to extension the product categories
“ Think Different…”
SAMSUNG BRAND ELEMENT LOGO
“ Think Different…”
SAMSUNG BRAND ELEMENT SLOGAN
“inspire the world create the future” Vision and mission “Smart thinking. Simple living” “The phone that does it all” “Designed for Humans (Inspired by Nature)” “Camera reborn”
“ Think Different…”
SAMSUNG BRAND ELEMENT PACKAGING
Plain and classic Sense of elegant , high end product Modern and attractive design Feel excited and feel of value Similarities Strong competitive Very similar theme and look
“ Think Different…”
SAMSUNG’S BRAND PORTFOLIO • TV • Camera • Notebook • Memory • Accessories • Home
“ Think Different…”
POPS/PODS OF SAMSUNG POPs Try to launch new product Try to cover the gap in the market Try to gain competitive advantages (brand reputation) PODs Ultramodern product Humanizing the product Better experience
“ Think Different…”
CURRENT MARKETING PROGRAMS Superstars (representative) to increase brand Media ment Billboard Poster (corner of many roads)
*gain lots of attention from targeted consumers*
“ Think Different…”
NOKIA BRAND ELEMENTS LOGO
Slogan
“ Think Different…”
NOKIA BRAND ELEMENTS PODS & POPS Point-of-Diference Sustainable competitive advantage is its global reach accompanied with a locally tailored presence It is going to be hard for the competitors to enter a market like INDIA where Nokia has established a strong presence Durability and Battery endorsement Point-of-Parity With the new operating system, Window phone 8, Nokia shared the same technology with HTC, Samsung, and Huawei Pricing (Nokia Lumia) is slightly different with competitors like iPhone 5 and Galaxy S3
“ Think Different…”
NOKIA BRAND ELEMENTS MARKETING PROGRAM •
Advertising – Through TVC, Bill boards, Outdoor Ads, Radio and display stands
•
Personal selling – By product training to Distributor
•
Event marketing
•
s for loyal customers
•
Below-the-Line promotion
“ Think Different…”
QUESTIONNAI RE BRAND AWARENESS
Name the brand of smart phones you have heard Awareness Level
1% 3% 1% 1% 15% 13% 10%
20%
13% 13%
9%
Apple Samsung Blackberry Nokia HTC Sony LG Google Motorolla Hoawei I-mobile
GIVEN THE PICTURE BELOW, WHAT BRAND DO YOU THINK OF?
100%
100% recall the picture
Is the slogan of which brand? Awareness Don't know Motorolla Samsung Apple 0
2
4
6
8
10 12 14 16 18 20
QUESTIONNAI RE BRAND IMAGE
To what extend do you feel the following product characteristics are descriptive of Apple iPhone5? Descriptive 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0
Descriptive
How good or bad it is for Apple iPhone5 to have the following product characteristics? Favourability 3.95 3.9 3.85 3.8 3.75 3.7 3.65 3.6 3.55 3.5 3.45
Favourability
How unique it is for Apple iPhone5 in term of following product characteristics? Uniqueness
4 3.9 3.8 3.7 3.6 3.5 3.4 3.3 3.2 3.1 3
Uniqueness
QUESTIONNAI RE BRAND RESPONSE
Do you think iPhone 5 is similar or different to existing competitors?
Similar Not fimilar
Similar = 36.67% Not Similar = 63.33%
Similar in term of same function/application with other brands. Not Similar in term of : iOS Design Application Brand Image Uniqueness Innovation
IOS Design Application Brand image Uniqueness Innovation
If you are considering buying new smartphone, assume all the brand have the same price, how likely would you buy the following brand Brand response 10 9 8 7 6 5 4 3 2 1 0
Brand response
QUESTIONNAI RE BRAND RELATIONSHIP
If you are considering buying smartphones in 3 months, which brand are you interested? Brand relationship 25 20 15 10
Brand relationship
5 0
23 out of 30 of the applicants choose iPhone
Q15 Would you continue buying the next generation of iPhone?
23.33% Yes No 76.67 %
QUESTIONNAI RE BRAND ASSOCIATION
WHEN YOU THINK OF IPHONE 5, WHAT CAM UP TO YOUR MIND? “Fast”
“Expensive” 13 % “Short Battery”
10 %
“Tim Cook” 10 %
“Innovation” 10 % “Steve Jobs” 3%
15 %
“Same as iPhone4”
15 %
25 % “Function/Desi gns”
QUESTIONNAI RE BRAND PERSONALITY
Q12 IF IPHONE5 IS A PERSON, TO WHAT EXTENT DO YOU THINK IPHONE5 WOULD HAVE THE FOLLOWING PERSONALITIES Excitement Unique
Young
Imaginative
Up to date 4.5
4.6
4.7
4.8
4.9
5
5.1
5.2
5.3
Total 19.99
Q12 IF IPHONE5 IS A PERSON, TO WHAT EXTENT DO YOU THINK IPHONE5 WOULD HAVE THE FOLLOWING PERSONALITIES Sophistication
Good looking
Charming
Upper class
4.7
4.8
4.9
5
5.1
5.2
5.3
5.4
Total 15.54
Q12 IF IPHONE5 IS A PERSON, TO WHAT EXTENT DO YOU THINK IPHONE5 WOULD HAVE THE FOLLOWING PERSONALITIES Competence/Capability Leader
Technical
Intellegence
Reliable 4.4
4.6
4.8
5
5.2
5.4
5.6
The result from this question is that the competence of an iPhone 5 is the most rated from respondents , which the Total is
20.94
COMPETITOR ANALYSIS •
Compete with many brands.
•
Technology, smart phones and computer industry
•
Diferentiate, modern design and products
•
3 main competitors in market; Blackberry, Nokia, Samsung and
“ Think Different…”
BRAND EQUITY Judge Brand Equity since death of Steve Jobs • • • •
Brand Brand Brand Brand
Awareness Image Resonance Relationship
“ Think Different…”
BRAND AWARENESS Some parts of brand awareness are strong Everyone can recognize brand logo and iPhone Slogan is unknown but is an important brand element Recognition is high but recall is not, Smartphones people think of Samsung more, This would not have been the case before, Salience is slipping
“ Think Different…”
BRAND IMAGE • Overall Brand image is good Strong, Favorable and Unique • Shows imagery and performance of the product is good, and integral part of brand equity
“ Think Different…”
BRAND RESPONSE • Apple still considered a unique product – Reinforce the slogan • People that are aware would consider it as their favorite brand of smartphone • When price is taken out of consideration it is also considered the favorite product • Samsung are gaining share and Apple need to make sure this doesn’t happen
“ Think Different…”
BRAND RELATIONSHIP •
Very strong brand relationship Most customers consider buying next generation of iPhone Most customers would consider iPhone
•
Apple have strong behavioral loyalty
•
Our survey is just done for iPhone but this will be similar for most Apple products. Consumers feel they are part of Apple Family
“ Think Different…”
RECOMMENDATIONS •
•
Brand Recall low • Increase Advertising efforts • Increase product range
•
• Slogan unknown Important brand element that is • relatable • Show slogan on website and product packaging • • Invest in R&D to stay ahead and create more design appeal
“ Think Different…”
Be more wary of competitors and create branding plan accordingly Maintain core competencies Look outside for features, such as Dropbox, Google, Hotmail etc Define and reach customer base more broadly and deeply
RECOMMENDATIONS Build unbreakable customer bonds Retail stores can give information on customers to create bond Create ideas and attention from customers Be careful when engaging in lower end of the market Manage Brand exposure
“ Think Different…”
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