The term brand, has 9 main different segments:

A strategy is the long term plan for the promotion of a company or product.
So for example, for apple, they have had a long term plan of being able to
expand in so many other products that belong to them. As the first iPhone was
the 3G and then that then developed to 3GS, 4, 4S, 5, 5C, 5S, 6, 6 plus, apple
have clearly accomplished there long term plan with just mobile phones. All of
their other products, iPad, iPod, iMac are all just bonuses of what they have
manages to create. Then for Disney, the long term plan is to keep Disney
princesses and princes going and created new ones, for example the new
frozen film has been one of the biggest hits as their main theme tune let it go
has now gone worldwide. Disney have made a huge hit with tis as Frozen has
become one of the most well recognized films with the song Let it go.
The perception of a customer a brand is how the customer sees the
product or business. This must represent everything that the customer has to
offer and stand for. This relates to apple in the way when people see the half
bitten apple, they immediately know that that product belongs to apple and is a
reliable, good quality product. With Disney this applies as soon as you see the
empty Mickey Mouse face, you suddenly associate it with Disney.
Logo the logo is very important as this is what can be seen as the main
recognition for the business. This could be placed on the product, which then
means that that particular product/service belongs to that business. A logo, is
one of both Apples and Disneys main assets. Apple could sell their logo off,
however it would come out at billions. Disney being the same, giving it to
another television company, it would be sold off for billions.
A legal instrument a brand is the exclusive property of its owner. No one else
would profit from this. This helps Disney and Apple as all of the profits go straight
into their business.
A company for an example of this, virgin applies its brand to a range of
different companies. Each of which benefits from how well the brand is well
organdised and also how well recognised it is.
A personality consumer perceptions of a brand include how they imagine a
brand might behave, with how well recognised the name is. With Disney, people
have the perception of Disney being a happy, child like TV network, which
parents can rely on that it is appropriate for any age. Disney have made it to the
top with movies, TV programmes, Disney shops, Disney land Paris, its
somewhat the most popular known things worldwide. With apples you know that
with whatever item or product you get will be of a good quality.
A vision brands are often created with the intension of using it on a whole
range of products. Apple have managed to create all of their products they have
and place the bitten apple logo on it and that then means that they have
created their brand widely. Disney have been able to do this, however with
Disney they have been able to do this while not just placing the logo on all the

products they have made; by just characters and labels with the word Disney on
them.
An identity a brand gives a company a unique identity that differentiates it
from other companies. (What makes your brand different to other competitors?)
Apple have made their company different to everything elses as mainly all of
their products are either black or white, even though this not may seem as clever
as presented. There are no other mobile competitors that started off their
business as black and white. Now apple are getting bigger ad bigger they are
now able to spread their colour scheme to the 5C and give a range of different
backs. With Disney, the thing that makes them different and unique is how that
they have the different locations of their businesses e.g. Disney land Paris
An image each brand has its own unique image associations. BMW reliability
or Porches reliability. Apple quality suitable for all ages however with certain
devices may need parental supervision, Disney appropriate to all ages
Branding promotion;
Brand
Apple
KFC

Topsho
p
Chanel
Dior

Message/Represents?
Apple represents quality, appearance and value for the money you pay
for the products you want.
The food is what represents KFC the most, the chicken and how it is
convenient on the go and the good amount for your money e.g box
meals.
The value and the quality what you get for your money.
The luxury, the pride you have when wearing them. Also the
appearance and quality.
The Appearance, quality and value.
Service Branding

Product Branding
This represents a specific
product with in the company.
E.g. Jaffa cakes (they dont
trade under McVitties they
trade under Jaffa)

This type of branding

represents a specific service
e.g. Visa (credit or debit)

Types of branding

Corporate branding
This brand represents a
company and can be applied
to all of their products and
services, e.g. Kelloggs

Comparison, similarities and difference of Disney and Apple:

Description of each
business

Identification of business
brand or brands

Apple
Apple Inc. is an American
corporation that designs
and manufactures
computer hardware,
software and other
consumer electronics.
The company is best
known for their
Macintosh personal
computer line, Mac OS X,
extremely loyal userbase, iTunes media
application and the iPod
personal music player.
The company
headquarters is in
Cupertino, California,
CEO and co-founder is
Steve Jobs and the
company boasts 284
retail locations spanning
10 different countries.

The brands that apple

own are:

Disney
The Disney/ABC
Television Group is
composed of The Walt
Disney Companys global
entertainment and news
television properties,
owned television stations
group, and radio
business. This includes
the ABC Television
Network, ABC Owned
Television Stations Group,
ABC Entertainment
Group, Disney Channels
Worldwide, ABC Family as
well as Disney/ABC
Domestic Television and
Disney Media
Distribution. The
Companys equity
interest in A&E Television
Networks, Hulu, and
Fusion round out the
Groups portfolio of
media businesses.
The brands that Disney
own are:

Mac
iPad

Walt Disney Pictures

iPod

Touchstone Pictures

iPhone

Disney nature

Apple TV

Hollywood Pictures

Apple Watch
Software

Walt Disney Animation

Studios (formerly Walt
Disney Feature

Animation)
Disney Toon Studios
Pixar Animation Studios
How the products have
added value to the
business

A description of the
brand personalities
appeal to you and other
customers

Breaks down the costs of

each individual element
of what goes into an
iPhone. Has there ever
been a better example of
added value to show
students - though they
may be somewhat
surprised by how much
contribution is made on
each iPhone shipped!
The analysis provides a
great deal of detail, but
the numbers break down
roughly as follows.
Average Selling Price /
(Revenue) of an iPhone 449.10 (remember - the
analysis is based on the
US market)
Cost of Materials /
Components (e.g.
battery, camera,
processor, display,
memory) 130.88
Manufacturing: 9.30
Other direct production &
shipping costs: 64.44
Gross profit per unit
243.81
Direct overheads: 31.89
Operating profit
(contribution) per unit:
211.93

Disney products are

unique and well-known,
most animated movies
are owned by Disney.
When going to Disney
land Paris people know
that the things there are
real and have been
created by that place and
that adds value and
makes people want to go.
Having Disney as such a
worldwide brand makes it
more appealing.
The brand name makes
the products that Disney
own a lot more attention.
This is by letting people
have recognition and
more awareness of new
and recent products.

Apple and Disney have the similarities in the way

they are both so popular and worldwide how every
person who knows about it potentially likes it and
would give good reviews of both of them. Apple is

An explanation of the
benefits of the brand or
brands to each business

An explanation of the
likely effects of
unsuccessful branding for
a business

the electronic side and gives people, new and

upcoming material. Whereas Disney are more of a
childrens pleasure company. Giving children
entertainment on their Films and making them into
real life toys e.g. Frozen giving little girls and boys
the outfits from the characters in the film. Making
Olaf into a snowman teddy.
The benefits for each of these brands are that they
are both known and so recognized by the smallest
things. With Disney, every child under the age of 12
has been somewhat apart of the Walt Disney
corporation. Even if it is by watching the television
channel, or by enjoying the tourist resort places. The
benefits of apple are that they are constantly
bringing out new and improved technology and
products. Apple officially announced the first
iPhone on January 9, 2007. Sales began on June 27,
2007 and from then it all began on how apple
brought out one of the most popular smartphones to
have ever been made.
The most likely effects of both Apple and Disney
being unsuccessful for Apple it could possibly be
that another smartphone company brings out a more
appealing phone to the public with a lower price, this
could be the main competition. For Disney, another
channel, other resorts could be made and this could
take the limelight away from Disney as being a
successful and one of the biggest worlds child
entertainments.

The marketing Mix:

Product The IPhone which apple has created is one of the most
popular phones worldwide. The apple iPhone has so many benefits people
have no other option but to buy it. Business wise it is one of the most
helpful phones for sending e-mails and receiving information from either
the internet or customers. The service that the iPhone provides is; holding
large amounts of data and information, being able to find anything that
you require through the internet, videos to watch if on a long journey or
on the go and much more.
Price For the apple iPhones, prices vary depending on what iPhone you
require to buy, the most recent iPhone is the iPhone 6 plus which is at the

price of $849 in American dollars. This phone is usually bought on a

contract which comes out at 39 a month in English money. Charging the
right amount for the phone is crucial as the price represents the phones
quality. The price needs to be affordable and reasonable for the public to
buy, but also eye appealing for other businesses as price is the key.
Promotion apple communicate with their customers by sending new
updates through every apple iPhone that is active. They also show
advertisements through their app store by sending every iPhone push
notifications and they then appear in the home screen every time you
attempt to unlock your phone.
Place The iPhone can be sold at any phone shop. The apple store is the
places which will most likely offer you luxuries with your product, a free
phone case etc. if you buy the phone with a contract or pay all of the
money upfront. Apple does sell directly to the customer and also to
wholesalers.
The promotional mix advertising the apple iPhone isnt a challenge for
any phone company, everyone is aware of this product and now people
want to know more about it and what it can do. The public want whats
new, they want something new to try out and discover and learn about,
and bringing out all new devices will make businesses money. Its a
competition with most of the public, who has better things and who gets
them first. Advertising the new iPhone could be on your recent phone, on
television, on the radio, anywhere where the public eye can find it.
Advertising Apple Inc. has had many notable advertisements since the
1980s. The advertisements have maintained a style of contemporary art
focusing on showing how the product is used rather than telling
consumers about the product while also incorporating popular culture
references. While the advertisements have been mostly successful, they
have also been met with controversy with artists and corporations. For
instance, the "iPod People" campaign was criticized for copying a
campaign from a shoe company called Lugz.
Sales promotion - Apple will reportedly launch an "enormous" iPhonerelated event in its retail stores this week to boost sales. Starting May 8,
Apple will begin contacting those who are eligible for an iPhone upgrade
by email. This means if you're using an older model, such as an iPhone 4,
4s, or 5, you might get a promotional email from Apple this week
encouraging you to upgrade to a 5s or 5c. It's unclear if Apple will offer
some sort of discount or other incentive for those upgrading. Apple is
expecting this promotion to be huge. The company will be preparing its
shops for the same type of traffic that's seen in Apple stores following a

major product launch. Apple will reportedly brief its retail management
team on the initiative tomorrow, and the company is preparing other new
marketing and sales strategies to increase iPhone sales in retail stores.
Personal Selling - For the Consumer sales promotion Apple offers the
gift cards, free delivery option, offers in-store pickup for many of the items
available on the Online Store, they also offers return policy for the
consumers. According to which, sometimes the product might not be what
they expected it to be. In that case, such as for iPhone return, you may
return your undamaged iPhone with its included accessories within 30
days of purchase for a full refund but while returning the product will
cancel the wireless account and wont be responsible for any additional
fee. Apple Inc. mostly does this by their agreement signed by the
consumers.
Direct marketing - iPhone versus Android [the Google-designed mobile
operating system that runs on the Galaxy S4] is a huge battle in all of our
lives from a user standpoint to a marketing standpoint, in terms of
pounds being spent, EVP of public relations, social media
marketing and search marketing agency 451 Marketing.
The biggest difference between Samsung and Apple is each companys
approach to marketing. While Apple plays up the human connection and
lifestyle components of its brand, Samsung focuses on product features
and humour (usually at Apples expense). The dissimilar styles make
sense since Apple and Samsung attract different audiences. iPhone
owners have a reputation for elitism, that only the cool people have
these, says iPhone-turned-Galaxy owner. However, as millions and
millions of the public flock to Samsung devices, the brand is using that to
its advantage, implying that the iPhone is outdated and over rated. Its a
message that Samsung began exploiting even before the advent of the
Galaxy S4recall a 2012 commercial in which a young Galaxy S3 owner
saves a spot in line for his parents, who are waiting to buy the iPhone.
Public relations - While Apple in the past has taken a stealth approach
to dealing with the media, the company's public relations department has
stepped up its efforts in recent weeks in an attempt to counter some
negative media reports about the company's performance.
Importance of selecting an appropriate promotional mix
What does AIDA stand for:
A: awareness/attention: good, quality, promotional material attracts
peoples attention. For example, eye catching slogans or striking images.

I: interest: the features of your product should be presented in a way that

your customer finds appealing. It is important that you understand the
requirements of your segments.
D: desire: having gained the customers interest you need to persuade
them to buy your product for example new, interesting and appealing
advertisements on new and different products.
A: action: having gained the customers attention and desire for your
product you must give your customer the opportunity to purchase the
product from them, for example tell them where and when it is for sale.
AIDA: describes the stages that a customer goes through when looking at
a well-designed promotional material.
Business to business and business to customer:
Business to business, would be the most appropriate bond for apple to
create. As they would be able to get more business by having their
products in other phone warehouses other than being in their own shop in
the main cities of Liverpool and Manchester. Car phone Warehouse is just
one of the examples that would be appropriate to give their products too.
Business to customer would be the most appropriate for Disney because
they have their own shops and sell to the customer and this helps them
get a relationship with the customers and helps them build a solid
reputation on how their service is top class and wont let them down.
Conclusion:
Apple and Disney are two very popular businesses. Apple creates devices
for every age that are capable of using electronic machinery. Whereas
Disney create fantasies and make children happy.
Apple and Disney have been two of the most successful businesses in the
world. They are similar with the popularity for example the constant need
of something new and interesting however different in the service they
provide and the products they sell.
The research that I have collected is some secondary and primary. All of
the research that I have gathered explains how apple and Disney have
become so successful. My research shows hoe both businesses advertise
and sell the products and services.
Disney land Paris, Florida and California make money all year round- this is
because of their very clever advertising and good promotional pictures.
One of their best assets is how children stay and play free. Apple

business is successful mainly because of their constant need for

upgrading every iPhone. In the last three years 10 iPhone have developed
and this is what keeps customers intrigued.
Overall both businesses are very successful in different ways this is
because of the promotional mix and how they advertise and manage each
product. They both convey the image that they both wanted to create and
they want to show the public that the service they are going to provide
will be to the up right most of their ability.