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Brand Comparison and Mind Map

49

Task

Select a brand that you like and has product(s) you use (or wish you could use). What do you think of when you think of the brand and products? Build a mind map of the brand. This mind map should include ideas, feelings, personality and description words for the brand. What was captured in your mind map that is not captured in the brand's current slogan or mantra? What is missing in your mindmap that the company is trying to communicate in its slogan? Are they similar? Why or why not? Submit your mind map and comparison. Including your mind map, this assignment should be no longer than two pages.

Apple Incorporation: Think Different

Apple Inc. is a favorite brand for selected electronic devices ranging from entertainment to communication. The company is famous for its production of smartphones called iPhones, iPads, MacBooks, and Apple Television, among others. When Apple comes to mind, four aspects of its products manifest brand personality, product-related, experimental, and symbolism of the firm's technology. The first aspect, innovativeness, reflects the ability of the firm to adopt the most advanced ideas, setting it apart from its competitors. Apple's innovativeness is attractive and fashionable to its fans, making them stick within the company's ecosystem. The appealing technology comes at a premium price, showing that innovation is expensive. Despite the high cost, the devices, especially the iPhones and MacBooks, are convenient.

Apple's electronics are also classy, with great designs, a factor that the firm does not compromise on the quality of its products. The devices are user-friendly and simple to use, increasing their attractiveness to their fan base. The ease of use of the Apple iPhone, for instance, makes the older generation of adults find it the best option in the market. Since the devices are efficient, customer loyalty is high among Apple's customers. Most of them eagerly wait for the release of the next-generation device annually. The brand is symbolic, with customers finding superiority upon using Apple products, enhancing self-confidence.

Think Different is the slogan for Apple Incorporation. The different paths of thinking regarding the company's products can be attested to the quality and technology used. The mind map coincides with Apple's mantra, as it emphasizes the innovation and technology the firm operates. Apple seeks to make its customers stick to its products by reminding them that they are a little bit different from the other masses, as they have chosen to go Apple's way. The mapping aspect of the brand's personality that Apple creates makes the customers feel that being charged a tad higher for the new fashionable technology is what sets them apart from the rest.

Apple Inc., through its mantra, is heavily pushing the idea that being the best does not mean appealing to everyone and that competition is not only based on price. The mind map differs from the mantra on two accounts: simplicity and superiority. Simplicity does not necessarily mean that a product is different from the rest, but it shows that the product is capable of appealing to most individuals. On the other hand, the map finds Apple products to enhance the superior feeling, an aspect unrelated to the Think Different slogan. Individuals who are superior to others may differ on various grounds, with financial and power serving as the best instances. This factor may not be the direction Apple's marketing strategy is willing to take in its campaign, bringing the missing point in the slogan.  

 

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