top_tier

Apple's Branding Strategy Delivers Superior Results

As a branding specialist I can tell you that you only have half the equation right. Yes indeed Apple is among the best in positioning and exploiting their brand; however, it doesn't matter how good your brand is if the product doesn't deliver an exceptional experience. In Apple's case, it's the best of both worlds, thus the brand and product feed off each other synergistically; the product line meshes well, seamless, and all product lines representing the edge of technological achievement. No small feat.

I find it interesting as competitors; Dell a good example that I'll use here (who's had a decent "brand"); they fall all over themselves trying to reinvent themselves thinking it's their stale brand that's made them fall behind, Dell extends this thinking into revamping the industrial design of the products, in their mind this and increased emphasis on improved marketing efforts is what it will take for them to regain their luster. They will fail because they're just a box maker who's past success was efficiencies passed on to the consumer. Those days are gone because it's the experience that's suffering, they're beholden to others for that.

So while yes, the Apple brand is exceptional, so is the product and experience. One without the other would not see Apple at the pinnacle it is today.