Apple Incorporated and the Power of Its Brands Essay

Apple Incorporated and the Power of Its Brands - Essay Example Its goal is to substantially address the needs of its customers, but not 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 very 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 highly recognized with its brands, which brings it at the top of the competition. Porter’s theory of competitive advantage applies to Apple Incorporated and its brands. The power of its brands is very important component of differentiation strategy (Porter, 1998). People simply associate the Apple brand with standard quality, reliability, and many other intrinsic values. This is due to the fact 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 more 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 parts of Apple’s 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 parts of cultural branding principles. In this paper, the proponent tries to incorporate in the analysis how Apple Incorpo rated 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 concept 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 opportunity 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 the aid of the media. In 2006, Apple’s ad budge t 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 budget 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 means that the higher the revenue of Apple has become, the lesser it allocated budget for its promotional activities. This

How do the concepts of networks and the network society contribute to Essay

How do the concepts of networks and the network society contribute to the understanding of the contemporary media landscape Ill - Essay Example In the modern 21st century, we find that this field of information and communication is undergoing a series of changes, arising from various technological innovations, and forming a new setting for the access, subject matter, formatting, and interactive sessions, adding a new dimension to the socio-political world (Huntington, 1997). Under such conditions, various social movements, and revolutionary politics are able to interpose with greater force and in lesser time, within this new interactive space, leading to the convergence of the horizontal communication networks and mass media. This has led to an unparalleled shift in history, where the public sphere is fast moving away from the realms of various institutions, to this new space that mainly comprises of mass self-communication, and communication networking, through the Internet and the wireless networking modes (Klinenberg, 2007). This article will examine this new age communication space, and will study to find out how the con cept of networks and network society, contribute to the overall understanding of the contemporary media landscape. ... , Jan van Dijk first coined the term ‘network society’  in his book De Netwerkmaatschappij   (van Dijk, 2005), and was later used by Manuel Castells in 1996. Castells analyses this new concept of ‘network society’ and conceptualised that such societies formed owing to certain factors: The creation of the innovative Information and Communication Technology (ICT), and the formation of global computer networks that helped in the global integration. The lowering of communication costs as in transnational transports, making it possible for the global migration to take place. The breakdown of the Berlin wall and the subsequent rise in global capitalism; The rise of various new forms of social movements like the human rights, civil rights, women’s rights, environmental rights, etc., (Castells, and Gustavo, 2005). In an interview, Castells defined the term network society as â€Å"a society where the key social structures and activities are organized aro und electronically processed information networks...It's about social networks which process and manage information and are using micro-electronic based technologies" (History; Institute of International Studies, UC Berkeley, 2001). Castells further adds that technology is not the only aspect that defines modern societies, but other factors like economy, culture, and politics also form the framework of network societies, while religion and social status, help in shaping these societies. A network that collectively forms the societies, are actually series of links between basic unitary social elements, known as the nodes. When a single link between two unitary elements is established, the formation of a ‘relationship’ takes place, and many such relationships form a complex web, known as network societies. Van Dijk in