Propose brand strategy for how to position new apple car

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Reference no: EM131280269 , Length:

Brand Strategy development

Task Overview

Based on the analysis of the current Apple core brand (i.e., Assignment 1), students are to propose a brand strategy for how to position the new Apple Car in 2020. Consideration will need to be given to how the product will need to live up to Apple's current core brand values, yet also consider how viable it is for the Apple brand to extend into automotive products.

Task specific requirements

In engaging in this task, you should incorporate and draw upon the collective findings uncovered through the analysis of assessment one. In other words, key findings from each group member's first assessment should be pooled to create a knowledge base to draw upon to inform the second assessment.

The report should explicitly detail the overarching brand strategy recommended for Apple to enter the automotive market (ie. Endorser brand, brand extension, development of an entirely new brand, etc.)

The branding strategy should also include a series of recommendations pertaining to:

o The positioning of the Apple Car in the market.
o The design elements (i.e., brand elements, brand experiences, and secondary sources of brand equity) that Apple should consider when attempting to launch a new product in a new industry under the brand.

o Consideration of wider marketing variables required to effectively support the launch of the product to market.

It is recommended that you use the Brand Resonance model as a guiding framework and provide clear justifications for your recommendations.

When engaging in this task, it is expected that you will conduct additional background research, and paraphrase the contents of the Assignment 1 report.

It is up to the team to decide the best way to present the findings of your analysis, and what headings/sub-headings that should be used. It is recommended however, that in your report, you focus your efforts on clearly articulating the target segment, relevant competitors and the key points pertaining to your recommended branding strategy. The written report should go into each point discussed in more detail.

Intro (250 words)

Overview (250 words)

-Based on the analysis of the current Apple core brand (i.e., Assignment 1), students are to propose a brand strategy for how to position the new Apple Car in 2020. Consideration will need to be given to how the product will need to live up to Apple's current core brand values, yet also consider how viable it is for the Apple brand to extend into automotive products.

Target Segment (250 words)

Competitors (500 words)

Brand Strategy Overview (500 words)

**The report should explicitly detail the overarching brand strategy recommended for Apple to enter the automotive market (ie. Endorser brand, brand extension, development of an entirely new brand, etc.)**

Brand Strategy Development (2000 words)
Key headings: (Should be 250 words each)
Positioning positioning of the Apple Car in the market.
Brand elements (lecture 5)
Brand experience (lecture 5)
Brand Equity
Cover equity, personality and image here

Product strategy

Keller (1993) built the Customer-Based Brand Equity model; a concept that shows in order to build a strong brand, the company needs to shape how consumers perceive their products.

The product itself is the primary influence a consumer has with a brand to deliver a positive brand perception with the consumer (Farnham, Newberry, 2013). To extend the credibility, quality and innovative traits of the Apple brand into their new product, it's proposed the company offer personalisation, including unique voice activation via Siri, iPhone connectivity and design personalisation including colours and accessories. Personalisation enriches the customer experience by allowing the customers to identify with the brand and express their innovative personality traits, resulting in a positive brand perception (Lehu, 2007).

Once a purchase has been made, the consumer has an expectation of what the Apple Car product will provide based on their knowledge of the product gained through the interactions with the brand and product (Babin & Harris 2015). A common experience consumer's face after making a purchase is cognitive dissonance, a feeling described as having inconsistent thoughts with their preconceived notions (Bui, Krishen & Bates 2011). Apple users may experience doubt over their Apple Car product purchase as there may be other alternatives that could provide a better experience. These theories expose Apple marketers to an opportunity to provide post purchase communications to reinforce their consumer's decision to prevent negative feelings and provide further customer satisfaction. This satisfaction would lead consumer's service, product and status expectations to be met and lean towards a favourable emotional and behavioural state towards the Apple brand (Babin & Harris 2015).

Marketing Channels - Place
direct/indirect (lecture 6)
Concept stores/pop up shop etc
People (?likely to exclude this section)
(lecture 6)
Marketing Communications
Acquiring new customers, multiple marketing programs

Recommendations (500 words) (ALL CONTRIBUTE AS WE GO)
- a series of recommendations pertaining to positioning of the Apple Car in the market
- Design
- key points pertaining to recommended branding strategy

This should look to follow the brand resonance model

This should also look to include:
o The positioning of the Apple Car in the market.
o The design elements (i.e., brand elements, brand experiences, and secondary sources of brand equity) that Apple should consider when attempting to launch a new product in a new industry under the brand.
o Consideration of wider marketing variables required to effectively support the launch of the product to market.

-Brand equity /personality and image

Consideration will need to be given to how the product will need to live up to Apple's current core brand values, yet also consider how viable it is for the Apple brand to extend into automotive products.

Option to include recommendations in here too - I kind of think it would be good for all input in the recommendations though.

Verified Expert

As per the requirement of the assignment, Brand Strategy Development has been discussed for 500 words and some part has been taken from your assignment one as demanded by you in initial paragraph. The later part of the assignment is to explain brand equity, it has been explained in nearly 250 words and some information is taken from the assignment 1 in this section of your assignment. Bibliography provided is in APA format and citation provided.

Reference no: EM131280269

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Reviews

inf1280269

11/18/2016 4:21:34 AM

> I've uploaded the assessment brief to the google doc. Also, have done a quick breakout of some of the headings-- would like to see everyone's thoughts here as was unsure of correct headings. If there is anything you would like to add or remove, please go ahead. > I've uploaded my first assignment to the Blackboard file exchange so everyone can review-- please do the same so we can take the best bits from all assessments and use as foundations for this assessment. > I've also done a rough breakup or word count. I think we need to reassess this and divvy up where we feel more / less needed. As it is now, this doesn't add up to 4,000 and we will need to adjust. > I've also emailed Josh the tutor regarding Louise. At this point, no one has heard from her (correct?) and I propose we go on without her. I'm wary that this is due next week and we haven't had contact all semester. I'm just coming off a bad group experience from one of my other subjects and looking to avoid this again. > Also, I think we need to agree on some dates we should have drafts and final submissions done. > Please review and make comments in the Google doc.

inf1280269

11/18/2016 4:20:59 AM

MKT30017 - BRANDING INNOVATION AND DESIGN BRAND STRATEGY DEVELOPMENT ASSESSMENT 2 STUDENTS: ALEXANDER KARPINSKY STUDENT #: 9641319 DAVID DICKER STUDENT #: XXXXXXXX EMMA FRASER STUDENT #: 100796024 LOUISE TAOUK STUDENT #: XXXXXXXX UNIT: MKT30017 TUT... I think all three doc’s are now uploaded. What’s the strategy to split out the work load for the final assignment? I think we just assign specific tasks and timelines between the three of us > Just wanted to send out an email and get everyone on the same page. I've updated the shared google doc with some points and would appreciate if you can review and amend. > I'm keen to get going on this asap. Dave, Sorry I missed your last email, but also keen to get going stat.

inf1280269

11/18/2016 4:19:24 AM

Marketing Channels, Marketing Communications **Option to include recommendations in here too - I kind of think it would be good for all input in the recommendations though. This is also in the google doc. Dave, I volunteered you for section 2 but can swap a sub-section or something with you if need be. Alex proposed some headings yesterday in the google doc - then I suggested splitting it out into three sections (listed in the comments) so we can divide up the work and get started asap. I've put my name against section three - not sure if Alex has picked one up as yet. Hopefully all okay, let us know if you have any changes. But if not, let's get cracking :) Do you reckon we should work towards a draft for Thursday night/Friday morning? https://docs.google.com/document/d/1Xi3_z2oCfY0g3aWdqLuWaajTUIDEGfTVj899yxWeF58/edit?ts=58210c8e MKT30017 - BRANDING INNOVATION AND DESIGN - ASS. 2 docs.google.com

inf1280269

11/18/2016 4:19:04 AM

There is a google docs in the email I attached. It indicates what my part is in the assignment. I'm quite familiar with your prices as I have done many assignments with you guys but can you quote me on that one. Please get back to me as soon as possible for it is due tomorrow at 6pm Sydney time. Nope this is great! I just received a text from Louise, I have added her email into the group. Alex, should can we do a minor re-cut to include Louise? I will work to complete my allocation this evening BREAKUP OF TASKS ALEX: Section One: Intro/Critical Analysis - including overview, target segment and competitors. ** Includes taking out key points from assignment one/extra research** DAVID: Section Two: Brand Strategy - including: Positioning, Brand Elements, Brand Experience, Brand Equity EMMA: Section Three: Product Strategy,

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