Thursday, November 7, 2019
Essay on Comparing brand Apple and brand Philips
Essay on Comparing brand Apple and brand Philips Essay on Comparing brand Apple and brand Philips Essay on Comparing brand Apple and brand PhilipsMarket and product research helps to assess the effectiveness of any business, as well as the effectiveness of product management practices. Product management provides opportunities to manage products so that they can be appealing to consumers. Brands are designed to handle a wide range of product management problems due to effective branding strategies (Fournier, 1998).  Besides, brands stand for the quality of products. In other words, brands guarantee a sign of approval that can be understood by consumers as the mark of safety. Effective branding strategies help to increase competitive advantage. The discussion of product management and branding may best be illustrated by comparing an iconic brand Apple, and another successful brand Philips. Both brands are well-known on the competitive market. Consumers respond to these brands in a positive way. Nevertheless, there are certain differences between these two branding efforts.Compa ring brand Apple and brand Philips           Comparing two brands Apple and Philips, it is necessary to pay due attention to the branding and positioning strategies of both brands, discuss their brand personalities, the similarities and differences between the two branding efforts and discuss the lessons learnt from these cases. These issues can help to better understand the role of branding in product management.The branding and positioning strategies of Apple and PhilipsThe branding and positioning strategies of Apple and Philips have very much in common. Both Apple and Philips build loyalty, involving positive emotions. The Philips’ brand positioning is based on the idea that consumers have an opportunity to develop â€Å"a more comfortable and more straightforward relationship with technology and with Philips†(Brand repositioning and communications: A Philips case study, p.3). Actually, Philips offers an opportunity to deal with t echnology effectively because of simple solutions, although many consumers would agree that new technologies are rather complex. The Apple’s brand positioning is focused on quality. In general, the branding and positioning strategies of Apple and Philips are focused on leveraging the companies’ images internationally.The brand personalities of Apple and PhilipsBrand personality stands for a set of characteristics that are similar to human ones, but refer to brand attributes. The personality represents both Apple brand and Philips brand. Actually, brand personality has been specially developed to improve the appeal of the brand to consumers. The brand personality is constructed to highlight the brand’s character. Thus, consumers can think of Apple brand and Philips brand as if these are persons with certain characters. Apple’s brand personality is strong. Apple’s branding strategy is focused the emotions, therefore, the best way to represent Appleâ €™s brand personality is to highlight â€Å"lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology†(Apples Branding Strategy, para.2). Philips brand personality is powerful as it inspires consumers to make difference in their lives by means of Philips’ products. Both Apple and Philips have brand personalities that promote simplicity of using technology, removing any forms of complexity from their consumers’ lives.The similarities between the two branding efforts           There are many similarities between Apple’s branding efforts and Philips’ branding efforts. Both brands are based on mission and vision of their companies. The similarity is reflected in mission statements of the companies, which place emphasis on innovations. Philips’ mission is â€Å"Improving people’s lives through meaningful innovationâ₠¬ (Philips, Official Website, 2014). Both companies pay due attention to the evaluation of their branding campaigns. Both companies have developed formative evaluation to assess the needs of consumers, process evaluation to improve branding strategy and outcome evaluation to assess the effectiveness of brand equity. Besides, Apple brand and Philips brand use branding as a communications strategy, presenting their products by means of effective branding campaigns. Both brands refer to the targeted audience and clearly define the benefits their offer to consumers.           In addition, Apple brand and Philips brand have constructed effective brand loyalty, which has a strong impact on brand relationship quality. Consumers associate Apple products and Philips products with top quality and unique design. The brands’ strength has been evaluated by millions of consumers from all parts of the world. Both companies have developed effective brandin g strategies, which are focused on brand equity to expand the value of products. Apple brand and Philips brand help to certify the quality of products.The differences between the two branding efforts           One can find certain differences between the two branding efforts. Apple brand is stronger than Philips brand because the Apple Company is focused on new innovative ideas, which affect Apple’s product strategy and branding strategy. Philips brand is less influential on the competitive market because of less intimate relations with the consumers of its products. Apple has developed the so-called sense of community among Apple products’ users. Philips is also successful on the market, but its strategic direction is weaker than that of Apple’s.           In addition, there are differences between the brand positioning of Apple and Philips. The products offers by Apple are targeted to younger generation because of its modernity and innovation (e.g. iPad, iPhone, iMac, etc.), while Philips’ products are targeted to the general public (e.g. consumer electronics, electrical products, healthcare products, etc.). As a result, brand positioning of Apple and Philips have different results. Philips’ products are made based on innovative technologies, but with different approach to consumers’ needs. Apple is focused on innovation. Philips is focused on what innovation does for its consumers.Lessons learnt from two cases: the case of brand Apple and the case of brand PhilipsIf I were a brand manager, I could learn much from these two cases. First, it becomes clear that if brand personality is strong, it provides certain principles that help to highlight the value of products on the competitive market. Second, it is necessary to pay due attention to brand positioning. Building brand awareness helps to establish brand position on the competitive market. Bran d positioning is a complex process that is oriented to consumers’ appeal. Brand positions can be changed to meet the needs of consumers. In other words, as a brand manager, I will place emphasis on repositioning of the brand. Undoubtedly, great brands have better brand positioning that is effectively executed for the targeted audience.Conclusion           Thus, it is necessary to conclude that Apple brand and Philips brand have very much in common. However, there are certain differences between the two branding efforts. In fact, both brands are effective on the competitive market due to the effective branding strategies. Strong brand positioning of Apple provides massive opportunities to increase competitive advantage, while Philips brand positioning demonstrates more powerful elements to maintain competitive advantage. Nevertheless, both Apple and Philips have strong brand loyalty and brand personalities.
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