About attitudinal attachment customers really love and consider Apple brand as

About attitudinal attachment customers really love

This preview shows page 29 - 32 out of 38 pages.

About attitudinal attachment, customers really love and consider Apple brand as a special thing, and more than product to them because this brand is so powerful that people want to attach themselves to it, or attach brand to themselves (Dan, L. 2013). Besides, Apple makes them want to have connection and feel that they are following trend with sophisticated design and aesthetic. For example, every time Apple releases new products, customers start forming lines outside Apple stores for several day to buy these products. About sense of community and engagement, at present, total number of active Apple devices has surpassed more than 1 billion (Nick, S. 2016). Thus, it has created huge community for all users to join and belong to. In this community, everyone feel that they are belong to club with other users, who also follows what Apple has represented. They talk about news and share their interest about this brand whenever Apple introduces new products or firmware in 25 | L a t r o b e U n i v e r s i t y Branding and Brand Management – Apple Brand Analysis Project
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excited way. In other word, customers feel deep connection with others, and they also feel proud when they use Apple products. V. Make recommendations in the form of a brief marketing project plan on how the company can implement your suggestions 1. Product To satisfy the brand consistency of Apple brand, Apple should follow up and catch trend of newest technology to improve customer experience and maintain the trendsetter in technology. Specifically, nowadays, virtual reality is hot topic, and some of main competitors of Apple has taken part in this field such as Samsung, Google, and Sony. However, augmented virtuality (AR), which is developed on the basis of virtual reality (VR), estimated to become new trend of the world in next 5 years. AR put the display created by device over the real scenes of life such as PokemonGo. Whereas, VR allows customer to immerse yourself in the virtual world. Picture from Genk.vn 26 | L a t r o b e U n i v e r s i t y Branding and Brand Management – Apple Brand Analysis Project
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Graph from Digi-Capital 2015 From graph, AR is estimated to have stronger potential of development than VR and according to the interview of Tim Cook with abc News in 2016, AR is more present and more commercially viable than VR, and it also more suitable for smartphones. There are some typical application for AR on smartphones such as navigation, searching, sightseeing, military, and healthcare. For example, AR can be applied in navigation; using phone’s camera in combination with the GPS, they can see the route with pop-up information and update information with reality visual. In term of healthcare, student can practice surgery in controlled environment with AR, and AR play a role as explaining situation for student. AR is approached and researched by other competitors such as Google with Google Glass, HTC with HTC Vive, and Microsoft with Hololens (abc News 2016) Therefore, Apple should hurry up to, if not they might sit behind them.
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