Answer to Question #157331 in Marketing for Chris

Question #157331

Name a product/ service that captures your heart. What promotion did they use to build brand awareness within you?

Expert's answer


Step 1

iPhone from Apple is a product that captures my heart. 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.


Step 2

It’s hard to find a more inspirational branding success story than Apple's. Founded by two college dropouts, its pioneering expansion into various industries and new services such as Apple Pay and iTunes helped to propel Apple into becoming America's first $700 billion company.

Apple’s iconic branding strategy has always focused on emotion—bolstered by a forward-thinking creative visionary, Steve Jobs, at the helm. Since the brand's inception in 1976, Apple has put a priority on building a community of dedicated fans in an almost religious fashion.

By maintaining an aura of secrecy surrounding the inner workings of their brand, the hype surrounding their product releases is unrivaled; creating conversations among both techies and laymen alike.

Apple have always positioned themselves as something different; they "Think different." Unlike any other tech company, the nuts and bolts of their business model, i.e. what their products actually do, is not what really what brings in sales.

Their consumers don't think: "I want this because it's a Dual-SIM, 64GB, 12-megapixel hexa-core processing smartphone." They think: "I want this because it's an Apple iPhone."

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