Brand identity helps a company to bring out its individualism and for this reason. management and employees help to bring out the real brand image. The Apple Brand competes across the markets, while evolving and expanding its range of products and services. Aaker and Kaprer’s Brand identities Models are popular in the business world, and apple successfully continues their application as discussed below. Brand identity and brand personality remain contentious issues hence the need for Apple Brand to introduce new and effective branding strategies in this competitive market.
As Viot (2011) reveals, a brand is the presentation of the product that goes far beyond its intrinsic characteristics. It provokes emotional feeling and attraction when the target clients sites such a product. Brand identity involves the visible elements of a brand including design, colours, name, logo, and symbol, which together identify while distinguishing the product in the client’s mind (Ghodeswar 2008). Identification of the brand roots on the brand produce, the individual, the corporation, or the symbol. There are diverse advantages that comes along with brand identity. Differentiation of the products heightens the products identification to the consumers (Chaudhuri &. Holbrook 2001). Furthermore, the target users will have an informed opinion about the product, hence an already created product preference. Eventually, there is creation of value perception to the product users (Madhavaram et al. 2005). Most primarily, brand identity leads to the formation of intellectual property, an element that escalates the product value hence the firm has the mandate to controlling the value of purchase and utilization (Janonis et al. 2007). There are different models of identification including Aaker’s and Kapferer’s Brand identity Model.
When it comes to strategic analysis of any company,