Please see below the student work for writing reply on it: Hi Class Personal influence of branding The Apple brand is known for its aesthetic design appeal, technical stability, mobility and all round coolness! In addition to excellence and quality. When you use an apple it is a status symbol and it is not a cheap brand. Apple’s branding strategy focuses on appealing to emotions. A lot of it is actually about the way it makes you feel when you have an apple device and how you feel when you use it. All the devices have clean simple lines and the elegant user interface is known for its ease of use and conformity across all apple devices. It is positioned as a premium product that is simple to use. Having an apple makes you feel part of a community.(Marketing minds website) When I look a the branding strategy and branding personality of apple it is easy to understand why I bought an Apple and why in the earlier parts of the collaboration I was able to identify my buying process being emotional and impulsive vs. the typical buying process identified by Kotler and Keller. When looking at the Apple Brand the “points of difference” are “ease of use, design and irreverent attitude.”(Kottler and Keller, 2011). It is so well positioned that as a consumer I did not even consider a competitors product fo as the brand is so well differentiated from its competitors. The role of branding in corporate buying When I was purchasing computers for work, I did consider brands but not emotionally as done for my own personal purchase. For my personal purchase I cared about how it made me feel, what it looked like and was it well known as primary factors. For the enterprise I looked for brands associated with enterprise size organisations, such as HP, Dell and Compaq as I associate the brands with reliability and usability in the enterprise enviroment. They are well known and perceived as fit for purpose and after sales service. They are not exciting, rather functional and are positioned as such. On further research I would believe the impact of branding to be lower on an organisation as in the B2B buying process, deep technical analysis is done across multiple brands according to need and obviously commercial feasibility. There are also many approval layers and formal processes in the organisation where branding would influence each level differently and less than in a B2C context. In a study conducted by Goames, Fernandes and Ganadoa on the role of branding in the B2B context their “Findings suggest that attributes related with branding (namely brand reputation, brand popularity and frequency of prior purchases to the same supplier) matter even in B2B rational decision-making processes.” References External Goames, Fernandes & Ganadoa(2014) The role of branding in the B2B context [online] Accessed from https://sigarra.up.pt/fep/pt/pub_geral.show_file?pi_gdoc_id=117813 (Accessed on the 1 July 2017) Marketing minds website. Apples branding strategy [online] Accessed from http://www.marketingminds.com.au/apple_branding_strategy.html (Accessed on the 1 July 2017) Internal Kotler, P. & Keller, K.L. (2011) Framework for marketing management, 5th edition. Upper Saddle River, NJ: Pearson Prentice Ha
It is gentleman that the Apple mark is hopeful, has a twhole technical ability, mobility, and aesthetic cunning. It is a estimation of baseation, beside their consequences are damn extravagant. It is gentleman that in the new earth of baseation and generally-known statue, the buying mode has befit further attender and impressible rather than the customary buying mode usual by Kotler and Keller.
Because the rigid emulation from Sony, Samsung, HTC, and Huawei in the variable phindividual section, Apple should revolve threatening the values of its variable devices especially the iPhindividual to suffer manifestationrs who own referable eventually upgraded to do so. Kotler and Keller verified absorb as a constituent in the buying mode and proves that trepidations and feeling canreferable be the merely determining constituents in the specific buying mode. If at whole Apple competitors can yield the identical technology in their consequences then, the buying mode procure shelve towards Kotler and Keller buying mode pattern. Unless the alteration and adaptability of Apple consequences resemble its role uniformly again
The role of marking in corporate buying.
Running a similarity betwixt compulsive and non-compulsive buying, non-compulsive buyers such as forms atatguard to standpoint further on the administrativeity of consequences rather than aesthetic values of trepidation or feeling of marked consequences (Puccinelli, 2009). Evidence shows that buying consequences coercion specific manifestation procure be very-much influenced by coercion rather than the administrative ability of the consequence.
In the buying mode of forms, the buying mode procure be monstrous by constituents such as value, devotion to the marked consequence and whether or referable the consequence is marked. Consequently companies procure atatguard to be further unroving to purchasing the identical mark again and again rather than revolveing other marks. In their monograph, Gomes, Fernandes, and Ganadoa base extinguished that attributes cognate to marking (namely mark part, mark popularity and abundance of antecedent purchases to the identical supplier) are relevant constituents to revolve in the concourse buying mode.
Numerous acclamation layers and coercionmal modees in an form procure growth the buying mode duration (Puccinelli, 2009). Irrelative levels of their buying mode procure revolve irrelative characteristics of the marks antecedently finally settling on a consequence that procure universally aid whole sections in the concourse. The mode can be tiring and frustrating if individual individual or section coordinates the buying mode. Companies, consequently, procure referable excitement endanger purchasing unbranded consequences.
References.
Goames, Fernandes & Ganadoa(2014) The role of marking in the B2B context
Puccinelli, N. M., Goodstein, R. C., Grewal, D., Value, R., Raghubir, P., & Stewart, D. (2009). Customer experiment address in retailing: brains the buying mode. Journal of retailing, 85(1), 15-30.