Apple's Positioning and Differentiation : Apples DNA

In this blog post, we will explore the positioning and differentiation of the iconic Apple Brand.

Kotler and Armstrong (2018) articulate "that the marketing team is responsible for positioning the brand in the consumer's mind." Additionally, positioning and differentiating a brand can help it succeed in the long run, and Apple keeps excelling. Let's take a closer look. Who is Apple, and how are they dominating?

"Apple is an electronic company offering its consumers various products, such as computers, laptops, iPhones, iPads, software services, and more" (Wright, 2023). At its core, the brand is "creative, innovative, and human."

This iconic brand has differentiated and positioned itself so well that when people see or think of it, they think of quality and luxury. Let's analyse deeper using "four steps of positioning" below (Trout & Rivkin, 2000:66):

1. Apple understood that to position itself well in its industry, it had to think differently, so it conducted market research that helped them understand its consumer's desires and conducted extensive research on its competitors.

2. This brand stands out in many ways and has a distinct image. Its ability to keep creating and innovating, along with its unique branded differentiator, continues to set it apart. Apple's differentiator is its "iPhone, iPod, iPad, and more" (Apple, 2023). All their products are simple and innovative.

3. This brand continues to offer quality products, and consumers keep returning. Moreover, the brand carries positive associations wherever it goes.

4. Everyone knows who Apple is, as the brand communicates its value using experiential marketing on all its platforms. Instead of focusing on the product, they focus on selling feelings - by emphasising in ads how the product will benefit the consumer. The brand sells delight, simplicity, and community; its aesthetic design sells classy. At its core, it lives its brand mantra: "Smart- Technological and listen to music."

Moreover, their target audience is anyone who appreciates high quality and is willing to pay that premium price for their delightful products. This brand has me on edge and makes me want it, but why?

Let's look into its competitive frame of reference, points of parity, and points of difference to know how this brand positioned and differentiated itself in the market.

By first looking at which category Apple falls into, we can know its competitive frame of reference. Is it phones, laptops, or watches? Apple competes in many categories, including accessories, software, and hardware. Incredible right? Additionally, Apple uses product descriptions to help others identify which category it belongs to, such as the iPhone, iPad, and Apple Watch (Apple, 2023).

(Apple, 2023)

What about Apple's points of parity? Apple is in the field with Samsung, Microsoft, and more. Samsungs products are quality, similar to Apple's; both have a smartphone, smartwatch, TV, and tablet categories.

Now, let's look at its points of difference. Any iPhone user would describe the Apple brand as luxury. Other added features that help this product stand out are its user interface, Airdrop functions, and emotion-centered campaign ads.

Moreover, what exactly is Apple's sustainable competitive advantage? Firstly, their brand performance is phenomenal; it is easy to use, simple, reliable, secure, and efficient. An apple designer once boldy said, - "Our goals are straightforward; to design and make better products."

Secondly, their brand imagery attracts various people, from designers to musicians, business people, teenagers, young adults, and older age groups.

Lastly, their elaborate take on market research helps them stay ahead. They conduct interviews, focus groups and use this information to differentiate and position themselves.

This iconic brand has differentiated itself enough from its competitors by emphasising its "simplicity, creativity," and ability to connect deeply with people.

Did you know that in 2007, Steve Jobs used a perceptual positioning map when introducing the iPhone? He said they aimed to invent a "super smart and easy to use phone." Today, all the Apple products in each category are simple, smart, and benefit the user.

In the long run, Apple has maintained its high status. Let's look into their positioning strategies (Sengupta,2005) & (Temporal,2002).

Apple's Corporate identity - Apple inc is memorable and has high brand equity, currently one of the most recognised innovative brands worldwide.

Apple's success has helped it branch into different categories, Apple News, Apple Fitness, Apple Card, and more.

Apple features are loved by many. These are Siri, Apple Pay, Airdrop, fantastic user experience, design, camera, iMessage, "Apple ecosystem, which allows Apple users to sync all their devices," and more.

Apple uses experiential marketing to position itself in the consumer's mind. Their campaigns connect with their consumers emotionally and evoke feelings of connectedness.

ples award winning campaign that touched millions; raising awareness)

While this brand may not be the cheapest, it has its reasons. It is quality, and people are willing to pay a premium price for its value. Apple has remained true to its brand Mantra. It is "simple, creative, innovative, inclusive and human," This is how the brand has positioned and differentiated itself.

References

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Aten, J. (2021). Ironman's CEO Just Did The 1 Thing No Brand Should Ever Do [Photograph]. https://incafrica.com/library/jason-aten-ironmans-ceo-just-did-1-thing-no-brand-should-ever-do

[Apple]. (2022, August 17). Apple-Inclusivity & Diversity - Open [Video]. Youtube. https://www.youtube.com/watch?v=cvb49-Csq1o

Evans, J. (2021). Many Google searchers ask ‘Buy iPhone 13 or wait for 14’ [Photograph]. https://www.applemust.com/many-google-searchers-ask-buy-iphone-13-or-wait-for-14/

Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed., pp. 264-270). Pearson Education Limited.

Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands.

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(n.d.). Apple. Apple. https://www.apple.com/

Kaiyv, Z. (2023). Apple [Photograph]. https://unsplash.com/photos/dhiOkqjewAM?utm_source=unsplash&utm_medium=referral&utm_content=view-photo-on-unsplash&utm_campaign=unsplash-ios