Apple Incorporated and the Power of Its Brands Essay

Apple Incorporated and the Power of Its Brands - Essay ExampleIts goal is to substantially address the needs of its customers, but non until when it discovered the advantage of creating a need for its product and service offerings. The modern marketing emphasises that marketers are good at creating needs for their offerings (Boone and Kurtz, 2006 Kotler et al., 1999). In fact, Apple is genuinely good at creating needs for its product and service offerings, the very basic foundation of how it tries to achieve its competitive advantage. However, as it continues to grow, Apple Incorporated has become passing recognized with its brands, which brings it at the top of the competition. Porters theory of competitive advantage applies to Apple Incorporated and its brands. The post of its brands is very important component of specialty strategy (Porter, 1998). People simply associate the Apple brand with standard quality, reliability, and many other intrinsic values. This is due to the fa ct that brands simply emphasise attributes and meanings (Belch and Belch, 1998). In a highly capitalist world, brands have important value that could be maximised for profit making (Arvidson, 2006). Branding is a specific marketing strategy and as a way to enhance profitability, productivity and efficiency (Moor, 2007). Moor added that branding seeks to develop political message, corporate image, people, and behaviours. It is in these reasons Apple wanted to invest much in reconstructing, refining and enhancing its brands prior to becoming a cut above the other in its industry. As widely observed, the media have always been the integral move of Apples success in achieving a powerful brand in the world. As a result, Apple has become an iconic brand because it came to a point of becoming a cultural icon with corresponding identity value (Holt, 2004). There are many strategies in doing this and they are integral separate of cultural branding principles. In this paper, the proponent t ries to incorporate in the analysis how Apple Incorporated was able to successfully achieve or create the power of its brands using the media as integral parts of communication, a specific strategy in cultural branding principles (Holt, 2004). The discussion in particular includes media, brand development, and the pattern of gratification of needs based on psychological perspective. Media and brand development Media are anything with spaces that have the capacity to allow marketing to take place in them (Moor, 2007). Space is very important for Moor as a specific site to develop relationships between brands and customers. She added that it is a communicative medium or prospect for marketing to take place. Ads are specific forms of communications placed within a communicative medium (Cook, 2001). For many years, Apple Incorporated is using the media in order to promote its brands. Mac, iPod, iPhone, iPad and iTunes are the most important brands that are established by Apple with th e aid of the media. In 2006, Apples ad reckon is $338 million, $467 million in 2007, and $486 million in 2008 (Blakely, 2008 DeWitt, 2009). In 2009, Apple spent $501 million for Ad expense (DeWitt, 2009). There seems to be an increase in the cipher allocated by Apple for its ads, but it is actually decreasing based on percentage of revenue 5 percent in 2001 and 1.17 percent in 2009 (DeWitt, 2009). This subject matter that the higher the revenue of Apple has become, the lesser it allocated budget for its promotional activities. This