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.

http://www.arbitragemagazine.com/topics/business/apple-brand-products/

http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm