BUSN20016 Research In Business 20

Problem Statement

Brand awareness is an important aspect that impact’s consumer’s perception towards buying products and services (Jeon, 2017). Brand achievement arises when companies understands and oversees loyalty and brand image to implement strong impression among customers for making purchase decisions ( Carpenter, Bauer, & Erdogan, 2012). This theory concentrates on significance of brand image on sales impacts of companies. This research paper will discover how brand image impacts sales volume for which case study of Apple Inc. will be studied to make an assessment about its branding impacts in sales volume of its products in US.

Apple uses brand image to compete across global marketplace and has been able to evolve and expand its product and services range effectively (Montgomarie & Roscoe, 2013). Incorporated in early 1970’s with range of desktop computers and later in 1990’s, laptops, Apple was able to build a strong portfolio. Following the launch of iPod in 2001 and iPad in 2010 along with iPhones in following years, Apple has been able to realise boom in its products sale. In its due course, the company faced many challenges from its competitors but was able to surpass them until 2016 when the company realised a severe drop in its sales volume, especially in US market (Gupta, 2016).

Apple’s protective strategy focusses more on playing safe for which top executives satisfies their customers by providing with more and more products, but in similar fashion. All its phones comprise of similar style and did not consist of any new innovation like previous versions that impacted its sales figure severely in past few years. Although this big brand was able to make profits in its downfall times, to sustain competitive market Apple needs to focus more on innovation and technological development rather than focussing merely on its brand image ( Apple Inc, 2018).

Aims And Objectives

The primary aim of this research is to make an assessment that would aid the managers of companies while developing their brand concept management. To define this concept, this paper will use Apple Inc. case study to show how branding impact’s sales volume of organisations ( Carpenter, Bauer, & Erdogan, 2012). This paper will begin with market research and examine Apple’s brand image and how the company utilises its branding for sales and customer attachments.

This formulates the objectives behind preparing this research proposal.

• Examination of current branding effect of Apple products on consumers
• Apple Inc. products and services market share in US
• Impacts of company’s branding policy in its overall sales figure
• Finding out alternative ways through which Apple can use its brand image more effectively to increase its sales volume in US market.

A Brief Methodology

Since Apple’s brand image has strong impact on its sales volume, the company needs to formulate its business plans in such a manner that its branding brings positive results only. To assess results that has impacted Apple’s sales adversely in US marketplace, this research will use mixed methodology.

• Literature review: Apple is a strong brand and several peer reviewed article can be collected from credible sources available online. For focussing upon US marketplace of Apple products, this paper will make an evaluation of current business trend in terms of social, political, environmental, legal and technological aspects(HOLT, n.d.). This study will also help in formulating new branding strategies for uplifting sales figure in US region.
• Data collection: The impacts of brand image will also be studied for which this paper will collect authoritative data from websites, journal articles, CQU library (online and campus), company reports, books and other relevant credible sources.
• Interviews: To get an access with company’s present branding strategies, series of interviews will be conducted with company staff and management responsible for branding strategies. Surveys will be conducted in which consumers will be involved from getting a knowledge about their views regarding brand factor of big companies.

Secondary Data And Data Analysis Methods

Apple branding strategies have impacted its sales volume recently in US market for which this research paper will use both quantitative and qualitative approach for finding alternative solutions for reducing such impacts.

• Qualitative approach: Interviews with company staff and stakeholders will help in finding Apple branding strategies. Customers interaction will help in gaining knowledge about what they expect more from brand Apple and is brand image sufficient to make buying decision of any product.
• Quantitative approach: This approach will convert all the collected data in charts and graphical format. The numerical presentation of data can make further assessment in more accurate manner.

Conclusion

Apple’s branding strategy focuses on emotions by presenting hopes, imagination, loyalty, dreams and power to its customers through invention and technology. Although the company has gained a strong brand reputation, still its decline in sales figure has given scope for making further research in its branding techniques. As stated above, this paper will find alternative solution to make Apple brand and products sales remain consistent in US marketplace.

References

Carpenter, M., Bauer, T., & Erdogan, B. (2012). Management Principles. Creative Commons.

Apple Inc. (2018). Apple Inc. Site map. Retrieved from https://www.apple.com/lae/sitemap/

Gupta, S. M. (2016). Chinks in Apple’s armour: 9 reasons why Apple revenue is down. Retrieved from https://www.indiatoday.in/technology/features/story/10-reasons-why-apples-sales-declined-320270-2016-04-27

HOLT, D. B. (n.d.). Brands and Branding. Retrieved from https://testconso.typepad.com/files/brands-and-branding-csg2.pdf

Jeon, J.-E. (2017). The impact of brand concept on brand equity. Asia Pacific Journal of Innovation and Entrepreneurship, 11(02), 233-245. Retrieved from https://creativecommons.org/licenses/by/4.0/legalcode

Montgomarie, J., & Roscoe, S. (2013). Owning the consumer—Getting to the core of the Apple business model. Accounting Forum, 37(04), 290-299. Retrieved from https://www.sciencedirect.com/science/article/pii/S015599821300032X?via%3Dihub