Excercise 3 Contemporary Brands
A contemporary brand can be defined as a brand that belongs to the same time period (as the viewer/customer/participant) - A brand that exists or occurs at the same time, a brand that is current and modern.
In this section i will be looking at 3 contemporary brands and analysing them. The 3 brands i have in mind are ,Apple, Google and Coke - I have chosen these three due to the fact that not only do i admire them but because they are listed as the 3 top brands in the world (http://www.interbrand.com/en/best-global-brands/2013/top-100-list-view.aspx) with values of $98M, $93M and $79M respectively.
Apple
http://www.forbes.com/sites/kurtbadenhausen/2013/11/06/apple-dominates-list-of-the-worlds-most-valuable-brands/
At this point it's no secret to many folks that Apple is one the most valuable brands in the world.Apple has set the bar incredibly high over the past decade. The expectations have some fans grumbling about the lack of transformational products during recent launches. The company has largely upgraded existing product lines instead of releasing anything as revolutionary as its last huge category changer in 2010, the iPad.From a personal perspective i admire the apple because they were game changers in terms of designs when the PC revolution took place, they stood head and shoulders above the competition by making use of design as a means to appeal to the consumer - their easy on the eye and colourful design principles made the boring, flat, lifeless computer a product that would inspire imagination. Apple is at the forefront of technology based design, from ipads to iphones, the design is both simple and aesthetically pleasing.
“The heart of a great brand is a great product,” says Kevin Lane Keller, branding expert and professor at Dartmouth’s Tuck School of Business. Apple remains a vital part of people’s everyday lives, and the brand continues to capture consumer’s imaginations (and wallets) in a range of products across different industries. (http://www.forbes.com/sites/kurtbadenhausen/2013/11/06/apple-dominates-list-of-the-worlds-most-valuable-brands/)
1. In Walter Isaacson’s terrific biography of Steve Jobs there’s a wonderful passage that describes “The Apple Marketing Philosophy,” three clear, concise points drawn up right when the company was incorporated, in early 1977, that still ring true today.(http://www.forbes.com/sites/frederickallen/2011/11/07/the-three-principles-that-always-drove-apple/)
http://www.forbes.com/sites/frederickallen/2011/11/07/the-three-principles-that-always-drove-apple/
(1) understand and serve the customer better than anyone else, (2) forget about everything else, and (3) make sure every little thing you do serves (1), always and everywhere. It’s a remarkably simple, clear, purposeful vision, and maybe that’s one reason it seems to have stayed with the company more than 30 years later
http://www.forbes.com/sites/frederickallen/2011/11/07/the-three-principles-that-always-drove-apple/
Apple is committed to ensuring the highest standards of social responsibility in everything we do. The companies we do business with must provide safe working conditions, treat employees fairly, and use environmentally responsible manufacturing processes wherever Apple products are made. "
"To produce high-quality, low cost, easy to use products that incorporate high technology for the individual. We are proving that high technology does not have to be intimidating for noncomputer experts."
http://www.mobileshop.eu/blog/wp-content/uploads/2013/10/Apple-brand-value-3.jpg
"Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings."
http://www.geeky-gadgets.com/wp-content/uploads/2011/05/Apple-1.jpg
http://www.qortuba.org/?p=4776
The "official" mission statement on the Apple corporation website, however, is not really a mission statement at all, but rather a list of products and past accomplishments.
https://www.apple.com/retail/theamericanaatbrand/images/theamericanaatbrand_hero.jpg
Google Inc. (Google) is a global technology company focused on improving the ways people connect with information. The Company generates revenue primarily by delivering online advertising. As of December 31, 2011, the Company's business was focused on areas, such as search, advertising, operating systems and platforms, and enterprise.
Google’s mission is to organize the world’s information and make it universally accessible and useful. "Building great products depends on great people. There are more than 30,000 Googlers behind the tools that you use every day—from search to Chrome. Find out more about what it’s like to work at Google, where we work and who drives our company strategy below." (http://www.google.co.za/about/company/facts/culture/)
