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Look at the two branding cases for Philips and Apple, as well as the brand personality article. Supplemented with any other articles relevant to these two brands, address the following issues:

1. Briefly describe the branding and positioning strategies of Apple and Philips. Do they build brand loyalty? If so, what emotions are involved?
2. How would you describe the brand personalities of Apple and Philips? Explain why you believe the personality represents each brand.
3. What are the similarities between the two branding efforts? What are the differences?
If you are a brand manager, what can you learn from these two cases?
4. How do consumers relate to this brand? Do they feel loyal? What emotions are involved?


Brand repositioning and communications A Philips case study. (n.d.). Retrieved from http://businesscasestudies.co.uk/philips/brand-repositioning-and-communications/research.html#axzz2vnpaANaW

Apple's branding strategy. (n.d.). Retrieved from http://www.marketingminds.com.au/apple_branding_strategy.html

Check out the following websites for information about each company and their products and services.

Company profile. (n.d.). Retrieved from http://www.usa.philips.com/about/company/index.page

Apple info. (n.d.). Retrieved from http://www.apple.com/about/

Review this article on brand personality:

Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24 (4), 343-72.


Paper should be 750-1500 words long, excluding title pages and references

Times New Roman Font 12pt

A well-written report should have a brief introduction, headings or subheadings, and a brief concluding comment. Note that you should use some keywords as headings or subheadings such as "Branding and Positioning Strategy" instead of a sentence or a question.

Back up your positions or opinions with references to the required reading found in the Background and Ongoing Useful Resources. In using those references, demonstrate your understanding of the concepts presented. Rather than grading on how much information you find, emphasis will be on the defense of the positions you take on the issues. Also remember that:

The "why" is more important than the "what."
The defense of your positions on the issues is more important than the positions you take.

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Solution Preview

In compliance with BrainMass rules this is not a hand in ready paper but only guidance.

1. Branding & Positioning Strategies of Apple and Phillips: Both Apple and Phillips build brand loyalty. The emotions involved in case of Phillips are trust, improve life, innovation, excitement, and reliable. The emotions involved in case of Apple are lifestyle, imagination, liberty regained, innovation, passion, hopes, dreams, aspirations, and power to the people. Both the companies use technology to help their customers realize their aspiration. Both these companies use their marketing communication to bolster the positioning of their brands. The advertising of Phillips is directed towards the target segment of Phillips which is affluent, well educated; decision makers aged 35-55. The marketing communication includes publicity, advertising, and personal selling are each focused on improving the positioning of Phillips. After extensive market research, Phillips has identified its target segment and has directed its marketing communication to that audience. In addition, Phillips has also designed its marketing commutation to convey those attributes that are being sought by the target customers of Phillips. Apple creates a halo around its brands. The halo enables it to sell its products not merely to its target segment but also other segments as well. For example, Apple is seeking to re-enter the Corporate Market through iPhone and iPad halo effect.

2. Brand Personalities: The brand personality of Phillips is reliable products, reliable services, makes life better, exciting products, and innovative products. Phillips' personality is high quality, reliable, innovative, exciting, and make life better.
The brand personality of Apple is simplicity, removes complexity, humanistic company that is linked to the hearts of customers, lifestyle, imaginative, gives liberty, innovative, hope giving, passionate, fulfills dreams, and ...

Solution Summary

The answer to this problem explains positioning and brand loyalty of Apple and Phillips. References related to the answer are also included.