Lesson 8 Discussion Forum: Branding
According to Roger’s Diffusion Theory, I would fall into the Early Adopters category. According to Investopedia, an Early Adopter is an individual or business who uses new products or technology before others. They are willing to pay more if the product improves efficiency, reduces cost, increases market infiltration, or raising their social status (Early Adopters). I have had an iPhone for the past six years.
The iPhone 6 Plus is currently nearing the end of the maturity stage with the recent release of the iPhone 7. Apple has redefined the Product Life Cycle because, with each new release, its sales shoot from development and introduction straight to growth because of the following, it has a brand. Afterward, they release updates to the software, which allows consumers to continue their growth. Finally, once it reaches the decline, they have developed a new iPhone and are working towards that release (Product Life Cycle). It has been reported that Apple may change from a two-year cycle to a three-year cycle due to the realization of how the smartphone market is not changing as quickly as previously (Resinger, 2016).
The product brand and positioning statement coincide with its vision statement: “We believe that we are on the face of the earth to make great products, and that’s not changing. We are constantly focusing on innovating. We believe in the simple, not the complex. We believe that we need to own and control the primary technologies behind the products that we make and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects so that we can focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self- honesty to admit when we’re wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well”(Rowland, 2015).
Apple uses a multiproduct brand as we see it offers many products.
I was first introduced to the Apple brand when I received an iPod as a gift. I was ecstatic because I could listen to as much music as my device would hold without the inconvenience of lugging around CDs. With the iPod nano’s release, I was able to purchase a new version that was now sleeker and stored more music than the 2nd generation iPod. I bought an iPhone shortly after. Each year Apple releases a new iPhone, and depending on the features it offers, I upgrade my phone. Throughout the years, when I have a technological need, I look at Apple products first. I now own the newest Apple Watch, MacBook Pro, iPad, AppleTV, and an iPhone. I have become a loyal customer of Apple. I love Apple products
I have had an iPhone for so long I do and enjoy the millions of apps available to me. It is more than just a phone because of all of its features; it helps in every aspect of life from work, school, and personal life.
I do not believe anything would cause me to switch to a different brand unless Apple discontinued making their products.
I first noticed the packaging of iPod nano, which was a small clear plastic case that made the focal point the iPod itself. When it came time to purchase my iPhone, the white rectangular box with the color image of the phone I bought again made the focal point the product I was purchasing. Once opened, it was neatly placed on top, and underneath was the included headphones and charger.
Packaging either grabs my attention or loses it. For example, walking down an aisle in the grocery store I may stop to look at a new brand of chip displayed in the center of the aisle however upon further examination I may decide that the flavor of the chip may not be appealing simply because of the image displayed on the bag itself.
A product’s packaging can align with the product’s price if the packaging itself shows quality and style and effort made by the company. For example, Michael Kors watches are placed in their brown box, which displays the brand’s name and is specifically designed to hold that watch. The quality and style of the box allow customers to leave their watches in their packaging because they know that it is displayed nicely, but it keeps the watch’s quality by being placed in its designated box.
References
Reisinger, D. (2016, May 31). Apple’s Snazzy iPhones Switching to 3-Year Lifecycle:
Report. Retrieved October 16, 2016, from http://fortune.com/2020/06/23/apple-iphone-three-years/
Rowland, C. (2015). Apple’s Vision Statement & Mission Statement – Panmore Institute.
Retrieved June 23, 2020, from http://panmore.com/apple-mission-statement-vision-statement