BRAND MANEGEMENT MKT654

Online Quiz

Submitted by:

Karan Trivedi AU1814018

Submitted to:

Prof. Jinal Parikh

Date: 02-04-2020
1. Explain in detail the CBBE Pyramid for a Brand of your choice.

Customer based Brand Equity Pyramid -APPLE

Salience

When a customer hears the word “Innovation”, Apple is the first brand that comes in mind.
Apple also provides features which is unique and innovative. It is mostly considered as a luxury
brand worldwide by customers.

Performance & Imagery

In terms of brand performance, Apple has set the highest benchmark for others to follow. Their
products are of very high quality offering great options, ease of use and beautiful designs. This
is the reason that they charge a premium for their products. Apple products are in line with its
competitors. But when it comes to supplementary features, Apple has gone many steps ahead
and has provided users with something revolutionary every time. In terms of reliability,
durability and serviceability, there isn’t any company even close to the level of Apple.

Apple brand is associated with sophistication and technology. Apple products are generally
bought by computer and fashion savvy customers rather than the usual computer user. This is
because they are looking for something more than functionality and Apple delivers that little
extra in a very distinctive manner. The multi-coloured logo itself depicts that Apple is for all
races and creeds. The meaning of the name also gave the company a friendly and warm based
personality.
Brand Judgments & feelings

Customer judge Apple by keeping 4 things in mind: quality, credibility, consideration and
superiority. Products of apple have good quality and it is one of the most trusted brands in the
world. Being innovative is its core competency and it has definitely caught the attention of the
customer. Apple as a brand is very close to its customers and has been able to give them what
they want with very close precision. This has created a high level of consideration for the brand
with the customers. And it is also the most superior brand in the world.

Apple brand spreads out feelings of fun, excitement and pride. People who own Apple products
always look forward to using them with a lot of enthusiasm. The brand through its advertising
has created an image of being diverse and colourful. This has been deeply etched in the minds
of the customer

Resonance

Apple customers relate to the brand very intimately. Repeat purchases are very common. They
feel a very strong attachment towards the brand because it portrays a very different image. The
person who uses Apple are satisfied and feel good and elite by using the product. Apple
experience has created deeper attitudinal attachment in the minds of the customer.

2. Explain the Offensive and Defensive Strategy for a Brand of your choice.

Offensive Strategy: - An offensive competitive strategy is a type of corporate strategy that

consists of actively trying to pursue changes within the industry. Companies that go on
the offensive generally invest heavily in research and development (R&D) and technology in
an effort to stay ahead of the competition. Offensive strategies directly target competitors from
which they want to capture market share. Types includes Frontal attack, Flank attack,
encirclement attack, bypass attack, guerrilla marketing.

Defensive Strategy: - It is defined as a marketing tool that helps companies to retain valuable
customers that can be taken away by competitors. When rivalry exists, each company must
protect its brand, growth expectations, and profitability to maintain a competitive advantage
and adequate reputation among other brands. To reduce the risk of financial loss, firms strive
to take their competition away from the industry. Flanking defense, position defense, mobile
defense are includes in this strategy

Apple uses offensive strategy, as it invests heavily in R&D, innovate new products, and tries
to capture the market of android competitors like Samsung.

Apple is also innovative and good in their communications; its communication has a unique
style. As in the TV ads, print ads, and in online ads they don’t endorse the famous personalities
and celebrities to promote their products. Rather, Apple just sticks to a communications
strategy that aims to relate to consumers how innovative, sleek, and reliable its products are
compared to other competitors. Apple communication is simple, clear, minimalist and clever.
Apple also distinguish itself through its premium pricing strategy, they always charge high
prices for their products because they claim that they not only sell the quality products but they
give style and class to the people and those who use apple consider themselves elite and
reputable in the market.

With regards to distribution, Apple sells its products in a number of ways. First, there are the
Apple stores, which can be found in many major shopping centres, malls and outlet stores.
Secondly, Apple products are also sold in retailers such as Wal-Mart, Target, and Best Buy etc,
third, Third, Apple also sells its products through the iTunes store and Apps store available
online. Lastly, Apple has a website wherein customers can browse and buy products in a very
convenient manner. Due to its extensive range of distribution system apple make easy for its
customers to test and buy their products, and it also adds to the brand’s value, since it enables
Apple to be more visible to customers.