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    Brand management: Apple and Philip

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

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    Solution Preview

    1. Briefly describe the branding and positioning strategies of Apple and Philips.

    Consider the branding product management strategies for Apple is on "innovation technology" that promotes uniqueness within the targeted consumer audience. By doing so, the Apple product position is on par towards influencing the targeted consumer on highlighting their dominant feature in "technology innovation" and "creativity matrix.

    Try and think of Phillips as a way to connect to their targeted consumer on enterprise production of value, basically, dependability in product delivery to the end user (consumer). Aim in thinking how the overall objective is in the delivery into meeting consumer's needs and wants in product (a) design, and (b) pricing matrix - that delivers the kind of branding and position element for strategies attributes.

    2. Do they ...

    Solution Summary

    The solution provides a review into brand management for companies, Apple and Philip in their targeted marketplace.