CBBE APPLE Presentation
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Apple is known for its strong brand equity built on delivering high quality, user friendly products that provide status and pride to customers. Its brand pyramid is built on customer loyalty, attachment to the brand community, and engagement. Apple focuses on selling an overall lifestyle and experience with its products rather than just the products themselves. While customers are fiercely loyal to the brand, some criticize Apple's products as being too expensive given their quality and the costs of repairs. The brand's strategy involves centralized marketing, Apple-exclusive stores, media attention, education sales, varied products, and constant innovation to drive resonance with customers.
CBBE APPLE Presentation
- 1. By; Bachu Vinay Chaithanya Customer Based Brand Equity (CBBE) of APPLE
- 2. 2.2 Customer-Based Brand Equity Pyramid (APPLE) RESONANCE SALIENCE JUDGMENTS FEELINGS PERFORMANCE IMAGERY 4. RELATIONSHIPS = What about you and me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you?
- 3. Sub-Dimensions of CBBE Pyramid LOYALTY ATTACHMENT COMMUNITY ENGAGEMENT QUALITY CREDIBILITY CONSIDERATION SUPERIORITY WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT CATEGORY IDENTIFICATION NEEDS SATISFIED PRIMARY CHARACTERISTICS & SECONDARY FEATURES PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY SERVICE EFFECTIVENESS, EFFICIENCY & EMPATHY STYLE AND DESIGN PRICE USER PROFILES PURCHASE & USAGE SITUATIONS PERSONALITY & VALUES HISTORY, HERITAGE & EXPERIENCES
- 5. SALIENCE (CATEGORY IDENTIFICATION NEEDS SATISFIED) Industry : Consumer Electronics Products: iPhone, iPad, iPod, iMac Founder : Steve Jobs, Steve Wozniak, Ronald Wayne Apple isn’t selling you an Product. They are selling you an experience with the products. For Example, They are inviting you to experience the Apple lifestyle and to become part of the iPod community. Use any other MP3 player and you’ll hear good music. Use an iPod and you’ll feel good. You’ll fit in. Product features don’t create fans. The focus on what people do and show how they feel using Apple’s stuff. APPLE – THINK DIFFERENT
- 6. Performance Imagery • Greater Support for Multi Tasking • User Friendly • Speed Performance • Unique Operating System • Serviceability • Long Lasting • Social Status • High End Products • Brand Loyalty • High Quality • Cutting Edge Technology • Exclusivity • Negative image due to Foxconn Scandal • Steve Jobs as face of the brand
- 7. Judgements Feelings • High Quality (Precision & Engineering) • Quality at the premium price • High Service costs • Product Centric rather than customer centric • Intense Active Loyalty • Possessing a premium product • Customer Satisfaction • Feeling Proud, Comfortable, Satisfied • Accessories are highly priced Apple is a great brand and customers adore it but then the price always comes into picture. The price is there to differentiate it from others but that also prevents it from being more accessible.
- 8. LOYALTY ATTACHMENT COMMUNITY ENGAGEMENT Apple has brand loyalty that most companies can only dream of. Apple isn’t the first company to release a product, but it can certainly lay claim to being the first company to release a successful version of that product. Whenever Apple has problems with its products, its customers are incredibly forgiving and patient. Customer Engagement Model: • Creating a channel for customer experience • Designing An Environment For Customers To “Hang Out” • Minimizing Customer Service Problems With Tight Quality Control • View Customer Management as a Long Term Investment RESONANCE
- 10. The Apple Brand Strategy • Centralised marketing team • A store just for apple • Media fodder • Education sales • Varied products • New innovations and attractiveness