( Log Out / Brand stories help customers to understand the world, creates connections and help people find meaning in their lives. Another great part of Apple’s identity is the brand archetype that the brand is based on. The focus is more on the brand than even the product. Maintaining and developing their brand identity has been an effective strategy to defend their market position going forward. The Apple identity is a seal of approval and a promise of excellence. The story of the brand’s growth and of its founder Steve Jobs is just as captivating. The positive emotional resonance that the brand has sparked within consumers has yielded benefits over time. It is founded in the United States of America and this fact gives an interesting identity to Apple. Other examples are automaker Lexus, retailer Target and outdoor clothing line Patagonia. If customers or employees are feeling very disaffiliated from the community. The key branding components have been consistent across advertising platforms and products. Change ), You are commenting using your Google account. Apple’s brand image is strictly connected to Steve Jobs. This differentiates the brand from other technology brands out there. References We learn from this brand that a consistent brand identity leads to consistent sales. So the first thing that comes to my mind while remembering Apple is Steve Jobs and bein genius like him. This supports marketing efforts and even if I have not heard of a new release, that lowercase “i” on any product already tells me that it belongs to the Apple family. The outlaw brand archetype mentions the condition where we feel powerless, mistreated, and angry and we need to do something. Everything that they do is about the people. It's not just intimate with its customers; it is loved. Apple glasses that will be launched in 2020. With it, Apple has won new customers while solidifying the relationship with existing ones. Also, the history of the foundation is very well known, how 2 or 3 friends created the company that will change world history. These traits are clearly defined, no ambiguity there. Again we come to their slogan which tells us “Think different”. ( Log Out / Change ), You are commenting using your Facebook account. The 3 elements of verbal and visual language are; TONE OF VOICE BRAND SYMBOLS According to Investopedia.com, brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers’ minds. The Apple brand’s identity and brand image are closely aligned. All the content a brand produces should have the same tone of voice. These stories are engaging and relatable, enhancing emotional connection with customers. Their approach to the use of symbols has been simple and effective. For Apple, their icon has also become a status symbol. The strategy of the archetype is to shock and disrupt all around. Apple, of course, is the archetypal emotional brand. choosing a name, selecting colours etc.) In recent years Apple has faced increasingly stiff competition from Samsung and other competitors. The outlaw brand archetype speaks about people who are identified as outsiders and need to break the lines and go ahead. choosing a name, selecting colours etc.) Apple’s tone of voice makes them human, and helps them cut through the clutter. It is clear from all the above that Apple Inc. has successfully created the impression that its products are sleek, innovative and top of the line status symbols. A different operating system like Ios. When you are authorized or certified to represent Apple in your area of business or expertise, you also represent Apple. The Social Grabber © 2020. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. By following these guidelines, you reap the benefits of the Apple identity and contribute to its strength. Symbols build brand equity and enhance brand awareness. So far I finished the stock, partnership, and awardlogos. All the new products were released by the presentation of this genius entrepreneur. This has given Apple the base to grow into the world’s most valuable company from the brink of bankruptcy. They have also successfully set themselves apart from competitors through innovation, quality customer service, and exciting marketing and advertising campaigns that engage customers’ emotions. Apple does everything in different ways. The following tactics are based on the brand archetype, especially the “Outlaw” brand … Brand identity is distinct from brand image. This post is a brand management case study set to look at how brand identity systems are developed. The product has a clear function to destroy something useless. The brand’s personality brings it to life as creative, innovative and focused. Apple requirements. Change ), You are commenting using your Twitter account. Positioning strategies of Hyundai and Honda, Positioning Strategies of Himalaya and Johnson & Johnson, Target Markets of Greenwich Pizza and Yellow Cab Pizza. Here Apple tells us that everybody could be genius if we buy the brand. A simple logo makes the brand memorable and encourages a strong emotional response. Apple always comes across as a brand with a profoundly humanistic touch – a strong corporate ethic driven through volunteerism, support of good causes and involvement in the community. The Apple brand’s visual and verbal language is coherent to all the other brand elements and communicates the brand sounds and looks throughout the customer journey. Brand image is the result of how well or poorly these activities have been executed. This has helped the brand come out tops in terms of brand effectiveness and brand love. For purposes of analysing this concept, I chose one of my favourite brands – Apple. By far the trendiest brand right now, Apple has nicely positioned itself in consumer’s minds. The brand often gives consumers a chance to create their own stories, using their products. —all with the goal of cultivating a certain image in consumers’ minds. The former corresponds to the intent behind the branding and the way a company does certain activities (e.g. It is one of the most popular in the world and stands out from all logos out there. The biggest and successful brands around the world stand out because of their brand stories. ( Log Out / The desire of the brand archetype is revenge and revolution. All Rights Reserved. So even though they sell technology products, they still speak the language and use the words that consumers use everyday. In 2007 when introducing the first iPhone, he used suspense to keep everyone engaged. The former corresponds to the intent behind the branding and the way a company does certain activities (e.g. So here the brands tell us to behave in shocking and disruptive ways, to shock everybody and be unique. This tradition of storytelling marketing has carried on even after Job’s passing. The story was well told and even before the big reveal, the master storyteller had created a winner in people’s minds. What is a brand personality? Then through initiatives like “Start Something New”, they highlight these stories and show the world how the brand/products have changed their world. Their strong and cohesive brand identity system has been at the core of Apple’s success. Change ), https://www.investopedia.com/terms/b/brand-identity.asp. The Apple logo is simply an apple, with a bite taken out of it. Customers are far more likely to buy and consume Apple product and services because it makes them feel good. Powered by - Designed with the Hueman theme, Marketing Strategy and SWOT Analysis of Dunkin’ Donuts, Marketing Strategy and SWOT Analysis of Samsung, Everyman (Regular Guy) Brand Archetype Revealed. So if the brand were a person, what words and phrases would they use? For a long time, this was their main philosophy, to do everything easy and smart. What we first notice in the design of Apple is simplicity and it is everywhere, in their packaging, in their operating systems.