28 January 2013

The Strategy of Branding

Branding is very important in making a product or company well-known. According to the AMA (The American Marketing Association) branding is a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one or a group of sellers and to differentiate them from other sellers" (Lake). 

The important features of assuring a successful brand are: 
  • Making sure your brand's message is clear
  • The brand is achieving buyer motivation
  • Creates user loyalty with future products that the company may have
One company that highly succeeds in branding would be Apple. "Apple has redefined branding by blurring the lines between product and producer" (ABT). Apple tends to incorporate their products with their advertisements with slogans such as "I'm a Mac" for their mac users  or "Think Different " for the crazy ones, meaning that Apple's products aren't for the corporate person/suits and ties, but for the creative ones who are outside the box. In terms of product loyalty, Apple accomplishes this more than any other company. Their consumers like to integrate their design and keep to only a few products such as five or six rather than hundreds like their competitors, hence simple design. If their consumers have a Macbook, they are more likely to have an iPhone, iPad, etc. as well. Their products are seen or presented as "revolutionary" and people desire those types of products.
Apple has become one of the most successful companies in the world and is a huge power house in technology. Apple products have come to be a 'must have' and the company has continued to reinvent their branding image for many years.




  1. Apple did an outstanding job on branding these products. I also agree that if someone has a Macbook they also have an Iphone and iPad. That would be me. I also use Icloud that combines my calendar, contacts and email on all my Apple products. So if I put a date in my calendar it will automatically but it on my other devices. I also have my husband set up with this. It is extremely handy.

  2. That is a really cool process that Apple went through, I mean it is almost like the worlds timeline (in a way). It looks like when they first went into branding their company they went with a dark 15th century look and feel that obviously didn't last long being that it was their logo for a year. The next go was fun and different which I feel looked very well throughout the years it was around, that brighter future feel. With the current logo it's like they took us into the future which they have! With the iphone, ipod, ipad, and MacBooks they definitely took it to a whole new level, much like their logo. Awesome post.

  3. I have never seen the 1976 version of the apple logo. Seeing the progression is really impressive and I am curious what the next one will look like and when it will be. I have seen a couple logo progressions and for the most part I like the newest ones the best. I wonder if that is because the newer ones are designed to appeal to people today and cater towards what we like. Or if I like them because it is what I am used to and see all the time.

  4. I think branding is really interesting. The idea of how a word or logo can be the face of a company is something that really intrigues me. Its something I want to try to get into once I graduate.