In 2002, when iPod was introduced, Apple rocked the world of music. According to Apple, One million of iPod was sold by June 2003. From then on, Apple started to build itself as a innovative and elegant brand.
I am not entirely sure, but I think that Apple built their brand and value proposition through building a strong reputation that align with their brand value.
First of all, they were not doing good financially until the invention of iPod, which not only save the company but also started their road to become the most innovative company in this decade. After generations of newly designed iPod, Apple introduced iPhones and iPads in the following years. The rolling out of each generation of their product broadcasted and reinforced the idea and perception of being innovative in consumers' minds. They built up their reputation year by year, device by device. And when Apple has the reputation of being a innovative company that create easy to use and beautifully design product. It automatically built the brand in the same way. So when people are talking about which company is innovative and has the easiest product to use, Apple would come up to their minds.
Apple brands itself by doing what they believe and advertise their values. They truly believe that making electronic device that is easy to use can make a huge impact on people's lives, and they work hard to make that happen. A side from that, they did not just do the work but also advertise their ideas. Whenever a new product come out, Apple always post a video on their website, usually feature their senior VP of design Jonathan Ive, explaining the ideas and values behind the design.
So I think the concept of branding and having a reputation can be really closely related since both of them reflect the value stand behind the products or services that the company provide.
My first computer was a Mac SE. I bought it in 1987. I went through several generations of computers with them - next a Mac LC (low cost but color screen) then a couple of different Power PCs. But I eventually switched to Windows in the late 1990s. And I know several other people who followed a similar trajectory, though they made the switch at various times. The reason was simple enough. The people who were our bosses were using a PC, and most others were using a PC too.
ReplyDeleteNow Apple is not primarily a computer brand. It's portable device business dominates. It actually took a page from Microsoft in that market. It was not the first in player. iPod followed Sony Walkman. iPhone followed Blackberry. But it leap frogged the early leader and took over the market that way. As you said, it got the reputation as an innovator that way.
Also, Steve Jobs was one of the founders but he had conflict with some of the others and left Apple to form Next Computers. When he came back, he had total control. That may have been the biggest difference.
I completely agree with what you are talking about. I actually choose the company Google to talk about and I saw the same kinds of things such as the brand being highly correlated with the reputation. In addition, I believe this to be true as well of personal reputations because it’s mainly an outside judgment of ones characteristics.
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