iPod Branding Story

MKT235 – Brand Management

Assessment 1

Table of Contents

1. Executive Summary……………………………………………….pg 3

2. Introduction…………………………………………………………pg 4

3. Brand Positioning and Values……………………………………pg 5

4. Brand Characteristics……………………………………………..pg 7

5. Brand Communities……………………………………………….pg 8

6. Customer Benefits…………………………………………………pg 10

7. Brand Equity………………………………………………………..pg 11

8. Conclusion………………………………………………………….pg 15

9. References………………………………………………………….pg 16

1. Executive Summary

The intention of this report is to investigate which factors, have enabled the iPod brand to establish its brand positioning and values. As well as discussing the characteristics and benefits of the iPod and how it relates to communities and the elements that have contributed to building iPods brand equity.

The paper begins with highlighting that brand positioning and values are important in guiding how consumers view and differentiate a brand from competitors. iPod via its creative executions and distinctive advertising campaigns, have been successful in highlighting the functional points of difference of the iPod, comparative to its competitors. In particular its position as a innovation leader that can deliver high performing, high quality products through its continual investment in upgrading the iPod with new and better functionality options with each new release.

The characteristics of iPod are discussed by looking at the iPod’s personality which is seen as being fun, youth orientated and cool. The characteristics of iPod show the culture of Apple has heavily influenced the core values of the iPod brand. Other characteristics are discussed such as the symbols of the iPod brand which are now recognised the world over, for example the shape of the iPod, the logo and the white ear phones. As well as its relationship / emotional characteristics of the iPod and country of origin, which is America.

The benefits of the iPod are separated out into its functional benefits such as its easy menu navigation, its process benefits such as wide range of iPod’s to chose from depending on size and storage capacity and its relationship benefit with its connection with users on an emotional level.

The report looks at brand communities and how Apple can use this concept with the iPod. In particular via its online forums, podcasts on iTunes and social events.

Finally the report discusses the sources of iPods brand equity. This has been achieved via its uncomplicated brand name enabling consumers to recall the brand easily, memorable advertising executions and its success in developing strong brand associations to build the emotional connection with its users. The strong brand loyalty seen amongst it users, is the most powerful evidence that the iPod has been successful in building brand equity.

2. Introduction

The purpose of this report is to determine how Apple has managed the iPod brand, in regards to establishing brand positioning and values. As well as discussing the characteristics of the iPod brand and the benefits the iPod delivers to its customers. This report also looks at the concept of brand communities and how it relates to the iPod and the sources of iPods brand equity.

In 2000, Apple the produces of iPod where looking for opportunities to make a comeback, after a slow period in the 1990’s (Barrile 2006). Apple recognised there was opportunity to produce a digital music player that enabled users to download music from the web as people where using sites like Napster to download free music and they were aware that people were using their PC to mange their music libraries (Miller 2007). At the time there were portable music players on the market however brands such as Creative Nomad Jukebox were