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Essay / Research Paper Abstract
A 11 page paper. The writer begins with background about Apple's brand-building activities and successes. The major portion of the paper describes and analyzes Apple's Web pages about iPhone. The writer describes what is on each link and the benefits to the consumer. The writer comments on the selling premise, product position, product image, and competitive advantage and the target market. Data regarding demographics of users visiting the site are reported. The writer also comments on the objectives of Web advertisements and their success. Bibliography lists 7 sources.
Page Count:
11 pages (~225 words per page)
File: MM12_PGiphone.RTF
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Unformatted sample text from the term paper:
built its brand over the years is useful in understanding their current marketing campaign for the new iPhone. Apple is brilliant at marketing its brand and then, products. Branding is
critical to any company that wants to gain and maintain a competitive advantage. Gaynelle Usher commented: "brand building is 90 percent algebra and 10 percent alchemy" (Steal Thunder, 2002). Usher
went on to explain the algebra of brand-building involves building and balancing customer expectations and customer experiences on solid and strong business fundamentals (StealThunder Group, 2002). These three things total
90 percent of the equation, the algebraic part; the other 10 percent is the alchemy (StealThunder Group, 2002). Mac users, for example, have been called "Apples faithful, Mac zealots, members
of the cult of Mac, Appleholics, Macheads, Maccies, Macolytes and Mac addicts" (Kahney, 2002). Remember that old television commercial, something about hed rather fight than switch? That is exactly how
most Mac users feel. Barry Adamson, a musician, said: "Apple is like a strange drug that you just cant quite get enough of. They shouldnt call it Mac. They should
call it crack!" (Kahney, 2002). Mac users are not just users, they are fans and they are loyal to the brand (Kahney, 2002). Kahney (2002) also suggests that the Apple
brand itself has always connoted "nonconformity, liberty and creativity." This is a subculture that has a certain mindset, traditions and even rituals (Kahney, 2002). Apple picked up another generation when
it offered the iPod. Here was an expensive but really different device to download, store, and play music on. Tens of thousands sold during its first few months on the
market. Apple has always taken a different road to marketing any of their products. Their advertisements in any medium are creative, different and often have a surprising element to
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