- Title
- Brand positioning and its usefulness for brand management: the case of Apple Inc
- Creator
- Payne, Bronwyn
- Relation
- Newcastle Business School Student Journal Vol. 1, Issue 1, p. 51-57
- Publisher
- University of Newcastle
- Resource Type
- journal article
- Date
- 2017
- Description
- The modern marketplace is an environment that exposes consumers to enormous amounts of information. Therefore, to create value and stand out from the crowd, marketers must give their brands meaning and relevance by creating a ‘position’ in the mind of the consumer. This paper acknowledges the importance of brand positioning and discusses its usefulness as a strategy for marketers and brand management, with particular focus on Apple’s application of the concept in the marketplace.
- Subject
- Apple; brand positioning; consumer behaviour; consumer decision making; marketing; Newcastle Business School Student Journal
- Identifier
- http://hdl.handle.net/1959.13/1467333
- Identifier
- uon:47811
- Identifier
- ISSN:2207-3868
- Rights
- © The Author. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/4.0/.
- Language
- eng
- Full Text
- Reviewed
- Hits: 840
- Visitors: 3460
- Downloads: 3089
Collections
Newcastle Business School Student Journal
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | ATTACHMENT02 | Publisher version (open access) | 807 KB | Adobe Acrobat PDF | View Details Download |