An illustrated critique of the nature of brand design and its value to Essay

An illustrated critique of the nature of brand design and its value to a selective company - Essay Example However, twenty-first century marketing is affected and transformed by the following: globalisation, rapid developments in information and computer technology, digital platforms of communications, the development social awareness of corporations, and the recognition of consumers’ rights and the change significance of consumers in marketing (Domegan 2008; Elliot & Percy 2007; Hastings &McDermott 2006; Kotler et al 2006). Since, contemporary marketing places the customer ‘at the heart of all transactions’, thus, satisfaction of their needs and adding value to their experiences have become some of the primary drivers for the continued innovation of marketing (Bignell 2002; Schmitt 2000). In this regard, this study will look into one of the most important facets of marketing – brand design and its value to the company. Marketing is not just simple offering of products to the customers. It is primarily geared towards satisfaction of clients’ needs. Howeve r, as there are other companies who are producing the same products aiming the same goal of satisfying customers brand becomes a necessary tool. Brand is a name, term, sign, symbol, or design or a combination of these that identifies the goods or of a seller and differentiates them from those of competitors† (Kotler et al, 2006: 312). Moreover, brands also refer to the â€Å"tangible and intangible attributes that represent the company and also symbolise the customers’ perception† (Kotler et al, 2006: 109). In this case, brand designs are not just the physical attributions of the brand. It includes the emotional, experiential and cognitive connection that the customers may experience upon the use of the product. In this sense, brand design becomes the conduit in establishing the brand equity and loyalty that has been recognised as profitable for the shareholders and a more definite source of long–term sales (Doyle 2008). As such, this study will look into the impact and value of brand design to a selected company. This is significant as it help in gaining a better understanding of the correlation between brand design and its value. At the same time, it helps identify other possible factors that may influence the relationship between brand design and its value to the company. For this study, Apple is the selected company that will be analysed. The paper will have the following structure. The first part is the introduction wherein a brief discussion of marketing branding and the various influences of affecting contemporary marketing are provided. Likewise, the purpose and structure of the research are also given. The second part will deal with an overview of Apple while the third section will deal with segmentation, targeting and positioning of the brand. Meanwhile, the fourth part will undertake an evaluation of brand design and the fifth part will address the question ‘how important is the brand for the business. Finally, the l ast section will contain the conclusion and recommendation of the study. Apple Inc: A Brief Overview Apple was founded by Steve Jobs, Steve Wozniak, and Mike Markkula on 1976 and incorporated on 1977. The first products of the company were Apple I, II and III. These products were moderately successful in the market. In 1983, they released Lisa, which was a failure. However, by 1984 the