Apple is Number One

Tuesday, March 8, 2011

When it comes to marketing, there are certain companies that not only do it well, but they do it best. Apple, ranked No. 20 on the Interbrand Best Global Brands in 2009 and 17th in 2010, has always risen to the occasion when launching a new product. There's always a fascination with the company, when they speak, the world listens.

Last week, Apple unveiled the much awaited arrival of their second generation iPad, the iPad 2. The second generation will be available this Friday. It offers a completely new thinner design, faster processor and includes two new applications: iMovie and GarageBand. The selling point for this product has to be the price, $499.

In a recent study conducted by the Pew Research Center's Project for Excellence in Journalism found that Apple grabs more headlines than any other technology company. Apple is great at marketing because it uses a few key strategies.

1. They're everywhere - Apple plants its brand everywhere: posters, billboards, television commercials, etc... Their commercials are fun to watch and invite individuals to experience the Apple lifestyle while giving the impression that if you buy one, you're part of an exclusive group and people thrive on this idea.

2. They understand the importance of reviews - When people hear good reviews about products, they want to own it themselves. Apple embraces this concept and promotes the positive customer experience.

3. They focus on customer service - Apple is known for inviting the customer into the store and experiencing their products first hand. They have great customer service. You walk into the store and they let you play around with the devices and ask as many questions as you can fathom. They are very knowlegeable which gives the customers security in their choice. With the positive customer experience they have, it will leave them coming back for more.
Photo Credit: CreativeCommons, Robert Scoble.


Kelsey Hagelberg March 8, 2011 at 10:26 AM  

I believe the last bullet is key for any company in promoting their product. Customer service is very important to develop brand equity. Many products these days rarely center around interaction. By allowing customers to fiddle around with the product prior to purchasing, they can see whether they want to make a final purchase or not. By building high customer service, consumers will become more loyal to certain names and businesses.

Ben Lucas March 8, 2011 at 10:56 PM  

I agree that their customer service is a big part of it, especially since most companies' revenue is from repeat service, but the amount of advertisements they have saturating the market is unbelievable. It's hard to watch 5 minutes of TV without seeing some kind of Apple symbol on a random computer.

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