APPLE BRAND POSITIONING AND DIFFERENTIATION
HOW DO THEY DO IT ?
WHAT IS BRAND POSITIONING AND DIFFERENTIATION?
Brand differentiation is the ability of a brand to have a unique and meaningful set of attributes that make them different from competitors. If a brand is successful, this will result in the target consumers remembering the brand due to its competitive and unique nature; this is what we call brand positioning.
IMPORTANCE OF DIFFERENTIATION AND POSITIONING
DIFFERENTIATION
For a brand to be considered in the purchase choice of a consumer, it needs to be part of the “selection set” from the beginning of the purchasing process (Klopper & North, 2011:92). Therefore, brands to make sure they are a part of this “selection set” by being unique. Brands need to not only be a part of this set, but they need to be unique enough to be the preferred choice among other competitors (Ballantyne, Warren & Nobbs, 2006:340). This is why differentiation is important. It establishes a sense of loyalty among consumers.
POSITIONING
Positioning can be seen as differentiating the brand in the mind of the customer. There are many different brands in a consumers mind, and therefore a brand needs to position itself firmly inside the consumers mind, so that during the purchasing process, the brand is the preferred option.
HOW APPLE POSITIONS THEIR BRAND
Apple as a brand has evolved year after year, but one thing that has stayed consistent, is their ability to “Think Different”, as narrated by their catchy slogan. This is more than a slogan, but rather an important aspect that Apple uses to differentiate itself from many other competing brands. The act of thinking differently portrays innovation, creativity, and so much more inspiring attributes. They live up to the claim of “thinking differently” and this is evident by the products that they produce. An example is when all laptops were grey or silver and very similar to one another, they decided to come up with a colourful and fun iMac.
Apple positions itself from competitors such as Samsung, Nokia, and Huawei, by being able to deliver exceptional products and an amazing experience through their products. Apple is all about experience and positions itself in the consumers mind and heart through emotional branding. The identity of the brand, as well as it’s elements, the product and communication with consumers, all play a role positioning in the market, and ensures customer
satisfaction and loyalty to the brand. Loyal customers will wait in line for the latest iPhone drop, will listen to music on iTunes, and even watch their favourite shows on Apple TV. This loyalty towards the brand allows Apple to position and stand out from any other competing brands.
HOW APPLE DIFFERENTIATES ITSELF
Apple has a differentiation strategy that sends a message that they are different from the crowd. With its many different products, ranging from iPhones, to iPads, MacBooks, iMacs and even iPods, Apple has successfully targeted a section of the consumer market and differentiated itself from the rest. Each product has its own unique features, different visual displays and different purposes, allowing it to stand out from products offers by competing brands. Apple Macintosh was the first laptop to have a mouse and graphical user interface. This just reiterates their slogan and what they stand for, “thinking different”.
In conclusion, brands need to make themselves different and unique to competitors. When a consumer wants to buy their product, it needs to be their preferred choice, instead of an option among other brands, making the purchase quick and easy. Apple has successfully created a unique brand and positioned itself in the minds of consumers and continues to build brand loyalty amongst consumers.
REFERENCES
• Domingue Frans (2018) How Apple positions and differentiates their brand., Domingue Frans. Available at: https://dominguesfrans.wordpress.com/2018/10/30/apples- brand-positioning-and-differentiation/ (Accessed: March 31, 2023).
• Unknown (2015) Brand positioning of Apple. Available at: http://nabilshahriar465.blogspot.com/ (Accessed: March 31, 2023).
• Hanks, G. (2021) Apple differentiation strategy, Bizfluent. Available at: https://bizfluent.com/way-5815745-apple- differentiation-strategy.html (Accessed: April 1, 2023).
• Calkins, T. (2016) Apple and the power of differentiation, STRONGBRANDS. Available at: https://timcalkins.com/2012/03/apple-and-the-power-of- differentiation/ (Accessed: April 1, 2023).
• Heartofcodes (2019) Positioning of Apple: Apple segmentation, targeting and positioning, Heart Of Codes. Available at: http://heartofcodes.com/positioning-of-apple/ (Accessed: April 1, 2023).