100%(6)6 out of 6 people found this document helpful
This preview shows page 29 - 32 out of 38 pages.
About attitudinal attachment, customers really love and consider Apple brand as a specialthing, and more than product to them because this brand is so powerful that people want toattach themselves to it, or attach brand to themselves (Dan, L. 2013). Besides, Apple makesthem want to have connection and feel that they are following trend with sophisticated designand aesthetic. For example, every time Apple releases new products, customers start forminglines outside Apple stores for several day to buy these products.About sense of community and engagement, at present, total number of active Apple deviceshas surpassed more than 1 billion (Nick, S. 2016). Thus, it has created huge community forall users to join and belong to. In this community, everyone feel that they are belong to clubwith other users, who also follows what Apple has represented. They talk about news andshare their interest about this brand whenever Apple introduces new products or firmware in25 | L a t r o b e U n i v e r s i t yBranding and Brand Management – Apple Brand Analysis Project
excited way. In other word, customers feel deep connection with others, and they also feelproud when they use Apple products.V. Make recommendations in the form of a brief marketing project plan on how thecompany can implement your suggestions1. ProductTo satisfy the brand consistency of Apple brand, Apple should follow up and catch trend ofnewest technology to improve customer experience and maintain the trendsetter intechnology. Specifically, nowadays, virtual reality is hot topic, and some of main competitorsof 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), estimatedto become new trend of the world in next 5 years. AR put the display created by device overthe real scenes of life such as PokemonGo. Whereas, VR allows customer to immerseyourself in the virtual world. Picture from Genk.vn26 | L a t r o b e U n i v e r s i t yBranding and Brand Management – Apple Brand Analysis Project
Graph from Digi-Capital 2015From graph, AR is estimated to have stronger potential of development than VR andaccording to the interview of Tim Cook with abc News in 2016, AR is more present and morecommercially viable than VR, and it also more suitable for smartphones. There are sometypical application for AR on smartphones such as navigation, searching, sightseeing,military, and healthcare. For example, AR can be applied in navigation; using phone’s camerain combination with the GPS, they can see the route with pop-up information and updateinformation with reality visual. In term of healthcare, student can practice surgery incontrolled environment with AR, and AR play a role as explaining situation for student. AR isapproached and researched by other competitors such as Google with Google Glass, HTCwith HTC Vive, and Microsoft with Hololens (abc News 2016) Therefore, Apple shouldhurry up to, if not they might sit behind them.