Apple Inc’s revenues come from the computer hardware, software and consumer electronics industries. It’s competitors are Dell, HP, IBM, Microsoft, Sony.
Apple Inc. has undergone a sea of change over the years, from being PC creators to IPod, the revolutionary digital media player. This write-up will discuss the article Total Brand Management, Choices Again and vis-à-vis Apple Inc (AAPL).
Article 1: TOTAL BRAND MANAGEMENT
When a product is designed as a brand business system, brand management cuts across different business function streams. It requires decisions and actions at every point along the value chain. This leads to total brand management.
KEY ISSUES:
- Major escalation in the amount and kind of investments necessary to support a successful brand. Total brand management takes a variety of forms: Heavy investments in information systems, customer service which contribute to marketing of the core product, Leveraging innovations, marketing investments and trade promotions over a coherent brand portfolio, Designing the entire retail system as the brand.
• For total brand management to work, simply increasing advertising budget doesn’t help. To succeed, the following three high-leverage activities hold key.
- Maximize synergies