Introduction
This report is aimed at examining the branding and positioning strategies of such companies as Apple Inc. and Phillips. In particular, it is necessary to show how these organizations gain the loyalty of clients. Moreover, much attention should be paid to the emotions that these brands are supposed to arouse. Overall, one can argue that Apple can be depicted as an organization that is willing to set new standards and remove complexities or restrictions. In contrast, Phillips lays more stress on such values as reliability, efficiency, and the adoption of cutting-edge technologies. It is possible to say that these companies focus on the needs of people who have different values and lifestyles.
Branding and positioning strategies of Apple and Philips
Overall, one can say that Apple lays stress on such aspects as innovations and the adoption of ground-breaking technologies. These attributes are valued by the customers of this company (Apple Inc., n. d). To a great extent, this organization can be depicted as a challenger striving to set new standards in the industry. At present, Apple positions itself as a mobile device company offering products that can be distinguished in terms of design and user-friendliness (Marketing Minds, n. d.).
In contrast, the branding strategy of Phillips emphasizes such aspects as technological perfection and reliability because these qualities are of great value to potential clients. Nevertheless, this organization also focuses on the use of cutting-edge technologies that can improve the experiences of clients. Overall, Phillips can be described as a “diversified technology company” that offers a good ratio of price and quality (Phillips. n. d., para. 1). This company services various needs of a very wide target audience.
It is important to describe the way in which the two companies secure the loyalty of clients. Overall, Apple wants to show that its products can offer new opportunities to the clients. This argument is particularly relevant if one speaks about the marketing strategies aimed at promoting such a product as the iPhone. It was described as the re-invention of the smartphone. Moreover, this device was depicted as a technology that could empower users. This organization appeals to such emotions of users as hope, pride, and sense of belonging to a particular group. It should be noted that the users of Apple are more likely to perceive one another as a coherent group.
In turn, Phillips intends to gain the loyalty of clients by emphasizing the reliability of its products and the expertise of this organization in various fields of technology. This company attaches much importance to the self-confidence of an individual and his/her trust in the company. People who buy the products of this company expect such qualities as user-friendliness and efficiency. In turn, this organization is usually able to meet these requirements. This is one of the details that can be distinguished.
Brand personalities of the two companies
It is also critical to discuss the brand personalities of the two companies. This term can be defined as certain human attributes that can be used to describe an organization (Fournier, 1998). When discussing Apple, one should focus on such a trait as the willingness to take risks. This corporation positions itself as a company that can challenge existing norms and conventions. This issue was emphasized by Steve Jobs during his product presentations. In particular, he said that the company had often made many industry standards obsolete by introducing approaches to design (Marketing Minds, n. d).
Moreover, the brand personality of Apple incorporates the desire to remove restrictions and complexities. This attribute manifests itself in the design of the company’s products that are usually regarded as user-friendly. One should mention that Apple pays close attention to the needs of people aged between 15 and 35. Overall, such individuals are more open to new experiences and ideas. During its history, Apple has been able to secure the support of these particular customers.
In turn, the brand personality of Phillips incorporates the need for reliability, security, and precision. One should keep in mind that in the majority of cases, the clients of this company are people aged between aged 35 and 55 (Brand repositioning, n. d.). They are less willing to take risks. In turn, they do not easily accept changes, especially if they cannot control the implementation of these changes. This organization shows that these values are of great priority to the managers of the company. They are reflected in the design of the products offered by this corporation.
Similarities and differences
There are several similarities in the branding strategies of these organizations. Overall, both of them can be described as customer-oriented companies that want to appeal to the values of clients. Moreover, both of them lay stress on innovation, which is critical for the sustainability of both brands. The use of cutting-edge technologies is important for gaining the loyalty of different buyers. Nevertheless, there are important differences that should not be disregarded.
In particular, Apple attaches more importance to novelty, openness to new ideas, and willingness to set new standards. In turn, among the core values of Phillips, one can distinguish reliability, precision, and efficiency. In turn, the customers associate themselves with these values. This discussion confirms the theoretical assumption according to which the choice of brands reflects the personality of buyers (Fournier, 1998). Despite these differences, one can say that both businesses adopt efficient branding strategies. This is one of the arguments that can be put forward.
Learning lessons
These cases can be of great value to many brand managers who may derive valuable lessons from the practices of these companies. First, it is critical to identify the values of potential customers and make sure that the marketing communications of the company comply with these values. Both Apple and Phillips consistently place emphasis on such aspects as innovation or reliability while communicating with the clients. Moreover, brand managers should keep in mind that consistent branding and positioning are vital for securing the loyalty of clients.
For instance, such a company as Apple may choose to manufacture new products such as mobile phones. Nevertheless, this corporation continuously positions a business that breaks away from established patterns and improves the experiences of customers. Furthermore, brand managers need to consider the demographic characteristics of the target audience. For instance, one can mention age, since this attribute determines the values of a person or his/her attitudes towards change.
Conclusion
On the whole, Apple can Phillips differ in terms of positioning and branding because they gain clients loyalty by appealing to different emotions. In particular, Apple pays much attention to the excitement, hope, and clients’ sense of belonging. In contrast, the brand managers of Phillips concentrate on self-confidence, trust, and the need for certainty. The examples of these companies show how businesses can communicate with their clients.
Reference List
Apple Inc. (n. d.). Apple info. Web.
Brand repositioning and communications: A Philips case study. (n. d.). Web.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-72.
Marketing Minds. (n. d.). Apple’s Branding Strategy. Web.
Phillips. (n. d.). Company Profile. Web.