brand resonance2
TRANSCRIPT
Brand Resonance
Bryan Bjerke
Diana Mendez
Julie Du
Michael Bates
Raphael Delvaux
Tiffany Pham
Apple
• Who? Jobs and Wosniak
• What? Personal computing
• When? 1976
Brand Resonance Pyramid
Resonance
Judgments Feelings
Performance Imagery
Salience
Rational Emotional
Brand Resonance Pyramid
Resonance
Judgments Feelings
Performance Imagery
SalienceWho are you?
Brand Salience
• Measures various aspects of the awareness of the brand and how easily and often the brand is evoked under various situations or circumstances
Consumer Needs and Satisfaction
Have you ever heard of this
brand?
How frequently do you think of
this brand?
Brand Resonance Pyramid
Resonance
Judgments Feelings
PerformanceWhat are you? Imagery
Salience
Definition
A measure of how well a brand meets the wants and needs of consumers.
Types of consumer needs
• Economic
• Utilitarian
• Aesthetic
Apple
• Economic --- What type of pricing do you associate with Apple?
• Utilitarian --- How easy is it to do work on an Apple product?
Apple
• Aesthetic --- What type of look is associated with Apple products?
Brand Resonance Pyramid
Resonance
Judgments Feelings
Performance
Salience
ImageryWhat are you?
What comes to mind when you think of Apple?
• Apple is no longer selling products, they
are selling brands.
• Branding strategy
- Lifestyle, imagination, passion, hopes,
dreams, aspirations, and empowering the
people through technology.
Apple
• Humanistic corporate culture and a strong corporate ethic• Volunteering, support of good causes or community involvement
• Apple’s founding ethos was power to the people through technology,
and it remains committed to computers in education.
• Unique visual and verbal vocabulary• Expressed in product design and advertising
• Heartfelt connection with customers• Built trust to establishing a community around a product.
• Apple products are designed around people
Apple
Rebranded -- to rejuvenate the brand
1. Apple2. Google3. Coca-cola
“Apple is gaining market share in every category and, given the premium priceof their products, that is a significant achievement.” David Bailey, NYTimes
Apple is the most powerful brand in the world.
Brand Resonance Pyramid
Resonance
Feelings
Performance Imagery
Salience
JudgmentsWhat about you?
Judgment
• Strong opinions• Expectation of quality, credibility, and superiority
• Must have the latest and greatest
• What are some of your opinions?
Apple
• Most valuable brand in the world at 104B
• How much would extra would you spend for and Apple logo?
MAC
Apple MacBook Air Core i5 1.4 GHz 4GB RAM 13.3” $949.99
PC
Toshiba Satellite Core i5 1.6 GHz 6GB RAM 14” $599.99
Acer Core i5 1.6 GHz 6GB RAM 15.6” $488.00
Asus Notebook Core i5 1.7GHz 8GB RAM 15.6” $649.99
Brand Resonance Pyramid
Resonance
Judgments
Performance Imagery
Salience
FeelingsWhat about you?
Apple
• Branding strategy that focuses on emotions• Simplicity… “easy to use”
• Efficient
• The new lifestyle
Apple
• Creating an emotional connection• Loyalty
• Creating social approval• Worldwide trends
• Elite feeling of excitement, fun, and new• iPhone, iPod, iPad, MacBook, etc…
Recommendation
• No longer the industry leader in product design
• Not standard for business
Brand Resonance Pyramid
Judgments Feelings
Performance Imagery
Salience
ResonanceWhat about you and me?
Brand Resonance
Four key components:
1. Loyalty
2. Attachment
3. Community
4. Engagement
The line for the iPhone 6
Loyalty and Attachment
• As recently as last Friday, Apple brand loyalty was on display at countless Apple stores around the globe.
• 59% of iPhone users admitted to having “blind loyalty” to the brand.
• There are people out there that live and breath for Apple products. They could not and would not want to imagine their lives without it, Apple has reached a cult-like status.
Community and Engagement• Apple stores are the place for brand fans and customers to
shop, talk, learn, and admire the firm’s products.
• Applesocial.net is a community and social network for all Apple enthusiast to join and interact with each other, create blogs, groups, make friends, and more.
• Apple branded merchandise is also found everywhere.
Summary
• At over $104 billion, Apple’s brand equity is by far the highest in the world.
• They have achieved this by carefully honing and continuously improving every aspect that makes up their brand resonance model.
• Apple might not offer very many products, but that enables them to focus all their efforts on the few products they do make, enabling them to create the most sought after technological goods on the planet.
Questions?