"A" Brand- Power House
PriyaDarshi Kumar Singh
Brand Manager (Sr) Expertise in Execution among Networking path, Influencers direction & Consumers’ referral strategy
Last month, Brand Finance published its annual report of the world's most valuable brands, 2021. Among the headlines: Apple is ranked as the world's most valuable brand.
They bought an Apple product because it stood for improvement. It stood for revolution. It stood for change. In 1997 many people in the business world were calling Apple computers. Apple is one of the leading branding companies in the world. Marketing experts like Marc Gobe argue that Apple's brand is the key to the company's success.
According to a GraphicSprings study, Apple's brand awareness tops all other global tech companies. Their ability to keep their branding simple, aesthetically pleasing, and also marketing in an exciting and informative way hugely contributes to their branding success.
The first Apple logo, drawn by Ronald Wayne, depicts Isaac Newton under an apple tree. Created by Rob Janoff in 1977, the Apple logo with the rainbow scheme was used from April of that year until August 26, 1999. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams, and aspirations; and power-to-the-people through technology. The logo is designed as half-eaten: because it was designed that way 40 years ago (long before Android). And iOS is eating Android for breakfast, lunch, and dinner. One story is that it was to give a sense of scale so that it didn't look like a cherry.
They can do this because they focus on touting their unique value proposition that no other competitor has been able to emulate. Apple also focuses on providing a great user experience with cool features and extensive applications that put it in a product class by itself. The iPhone is Apple's most popular product, selling 46.89 million units in the fourth quarter of 2018. Apple's other signature products, the iPad and the Mac computer sold 9.67 and 5.3 million respectively in the same quarter.
"Just don't make it cute." This was the vague brief that Steve Jobs gave Rob Janoff when he tasked him with the job of delivering a logo for his Silicon Valley startup - Apple. Whenever Apple introduces a new product, consumer expectation is unmatched by any other brand today. Apple users have come to expect nothing less than brilliant innovation and revolutionary technology in their phones and computers. This is a brand that has managed to fill us with heart-pumping anticipation as we wait in line to buy the latest piece of personal tech that will no doubt be superior to all others on the market.
Brand Power is ultimately determined our trademark’s perceived worth and how much customers are willing to spend on our products. The true value of our product is influenced less by manufacturing costs. The strength to compete, the sustainability of a business, and a brand’s market performance are all hugely influenced by brand power. It is a logo’s ability to differentiate itself from competitors and be perceived as having higher quality.
How to Create Brand Power
1) Generate Brand Awareness
Brand awareness is a very important component of brand power.
Effective branding leads to being recognized and standout. This means your
product’s logo and marketing efforts should be providing knowledge and a level
of enthusiasm that gets people excited to try your offerings.
2) Create an Experience
We’ve seen a number of examples where brands like Corona have shifted toward selling an
experience rather than just a product. This is done by creating a personal,
emotional, memorable connection. Stronger connections to a product encourage
future purchases and higher overall satisfaction with a brand.
Obviously, Apple is very effective at nurturing this type of
connection. One of the biggest reasons people love Apple is because they feel
like their lives will be substantially improved by their products. Their
products are powerful yet inclusive. They make our lives easier while making us
feel like part of a group that is sleek, stylish, and elite.
3) Build Trust Trust is key.
Your brand’s influence is only as powerful as a consumer’s belief in your name. Building trust requires communication, credibility, and sincerity with customers. A wonderful way to maintain these relationships is through excellent customer service.
4) Continuous improvement
A big contributor to Apple’s success is that they know that one successful product does not ensure brand power. In order to gain a competitive reputation, a company has to provide enough evidence that its name guarantees quality. This means products should evolve and continuously improve. Companies that do not continue to grow and adapt will always be left behind.
5) Foster Brand Loyalty
This cannot be overemphasized—brand loyalty is what keeps consumers coming back. When a customer feels that a company consistently meets their expectations, they do not want to risk being disappointed by another brand. This is the element that ties all the prior steps together and generates a following of people who believe in what your brand stands for.
Brand loyalty is what establishes that emotional connection. It gives customers confidence that they are investing in the best possible brand.
In India also we have an Indian brand that is not only recognized nationally but also globally. TATA is ranked as India's most valuable brand. TATA is also the only Indian brand in the global top 100. Every brand goes through major changes over the course of its life. Do you agree that we need to, No? Share your comment as below if any:
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