Contemporary Business Issues
BA (Hons) Business Administration - Blended Learning Programme Code: BSBLBA Module Name: CONTEMPORARY ISSUES IN BUSINESS
Module Code: 6FBS0621
Coursework 1:
Becoming an industry leader in innovation THROUGH
BRAND MANAGEMENT
WORD COUNT:
3292
(Excluding table of contents and references) Student Registration Number: 09284278
Student Name: Sherraine Dinnesse Gayadeen
Programme Delivered by:
CTS College of Business and Computer Science Ltd
Executive Summary
The foregoing discussion delineates the brand management of Apple Incorporated (Apple). The company is a global leader in technological innovation, its creativity and design crossing boundaries the world over. As such an analysis was conducted on the environment that Apple operates in as well as the brand equity experienced by the company. With this information, it will be easier to develop an in-depth understanding of how and why Apple remains the dominant company in such a fiercely competitive industry. Brand management is an essential factor in the success of any company, Apple has over the years branded themselves as an innovator in the industry and subsequently has succeeded as such.
Table of Contents
Executive Summary 2 1.0 Background to Apple Incorporated 4 2.0 Environmental Factors – The Drivers for Innovative Change in Apple Inc. 5 2.1 Shortening Product Life Cycles of Apple Incorporated 5 2.2 Strategies to Cope with Changing Consumer Needs 5 2.3 Technological Advances for Industry Leadership 5 3.0 Brand Management 6 4.0 Strategies for Building Brand Equity 7 4.1 Perceived Quality 8 4.2 Brand Association 8 4.3 Brand Awareness 9 4.4 Brand Loyalty 9 4.5 Brand Identity 10 5.0 Challenges Associated with Brand Management and Innovation 11 6.0 Conclusion 12 7.0 Recommendations 13 References 14
1.0 Background to Apple Incorporated
In an era where technology has become
Module Code: 6FBS0621
Coursework 1:
Becoming an industry leader in innovation THROUGH
BRAND MANAGEMENT
WORD COUNT:
3292
(Excluding table of contents and references) Student Registration Number: 09284278
Student Name: Sherraine Dinnesse Gayadeen
Programme Delivered by:
CTS College of Business and Computer Science Ltd
Executive Summary
The foregoing discussion delineates the brand management of Apple Incorporated (Apple). The company is a global leader in technological innovation, its creativity and design crossing boundaries the world over. As such an analysis was conducted on the environment that Apple operates in as well as the brand equity experienced by the company. With this information, it will be easier to develop an in-depth understanding of how and why Apple remains the dominant company in such a fiercely competitive industry. Brand management is an essential factor in the success of any company, Apple has over the years branded themselves as an innovator in the industry and subsequently has succeeded as such.
Table of Contents
Executive Summary 2 1.0 Background to Apple Incorporated 4 2.0 Environmental Factors – The Drivers for Innovative Change in Apple Inc. 5 2.1 Shortening Product Life Cycles of Apple Incorporated 5 2.2 Strategies to Cope with Changing Consumer Needs 5 2.3 Technological Advances for Industry Leadership 5 3.0 Brand Management 6 4.0 Strategies for Building Brand Equity 7 4.1 Perceived Quality 8 4.2 Brand Association 8 4.3 Brand Awareness 9 4.4 Brand Loyalty 9 4.5 Brand Identity 10 5.0 Challenges Associated with Brand Management and Innovation 11 6.0 Conclusion 12 7.0 Recommendations 13 References 14
1.0 Background to Apple Incorporated
In an era where technology has become
References: Apple Vs Microsoft – A Battle of Brand Association. (2010, February 8th). Retrieved March 2011, from Truly Deeply: http://www.trulydeeply.com.au/madly/2010/02/08/graphic-design-melbourne-apple-microsoft-brand-association/ Andrzejewski, A Campbell, A. (1999). Building Brand Identity in the New Economy. Infoworks! Challis, S Corso, M., & Pavesi, S. (2000). How Management Can Foster Continuous Product Innovation. Kahney, L karlosports. (2010, August 12th). What’s in a Name? Retrieved March 2011, from Punk Marketing *TM: http://punkmarketing.wordpress.com/ Keller, K Macdonald, E., & Sharp, B. (2003). Management Perceptions of the Importance of Brand Awareness as an Indication of Advertising Effectiveness. Marketing Bulletin, Reprinted from Marketing Research On-Line. Microsoft vs Apple (1988). (n.d.). Retrieved March 2011, from velocity guide: http://www.velocityguide.com/computer-history/microsoft-vs-apple.html Morgan, R Nonaka, I., & Kenney, M. (1991). Towards a new theory of innovation management: A case study comparing Canon, Inc. and Apple Computer, Inc. Journal of Engineering and Technology Management. Schlappa, H. (2011). Contemporary Issues in Business Lecture 6 Perspectives of International Brand Management. UH Slide. Seybold, G. (2007, September 14). How Apple Creates Brand Loyalty. Retrieved March 2011, from Search and Mobile Marketing: http://georgeseybold.wordpress.com/2007/09/14/how-apple-creates-brand-loyalty/ Upshaw, L