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Big brands like Apple have gotten where they are today because they have focused on building their brand image. Apple struggled at first, but the company focused on its core products and built a brand identity to be the supplier of high quality electronics at a premium price.
How did Apple become a leading brand for smartphones and laptops?
This brand identity now reflects the company's brand image. It is a brand that can continue to sell smartphones and laptops at prices well above the average market price, and makes people buy accessories that are only compatible with their product.
Everything about the way Apple built its brand looks selfish. However, their marketing has been used so well worldwide that people don't seem to care that they are tied to the Apple brand after purchasing an Apple product. In fact, Apple products are becoming a lifestyle for some people.
Apple's brand identity was not clear at the beginning. However, Steve Jobs changed Apple's brand image after returning to a brand struggling to find its place in a fast growing and competitive technology industry. In the end, he dropped many of Apple's product lines and focused on core technologies that would make Apple what it is today.
McDonalds refined its brand identity
McDonald & # 39; s is another example of a company that has worked wonders by maneuvering its brand identity. The company opened McCafe with the stigma behind its unhealthy junk food, which contributes to heart disease and obesity in western countries. McCafe is now a major coffee brand, not only in the United States, where the concept was successfully tested for the first time, but worldwide.
In addition, McDonald’s healthier options have been added to its menu, and all restaurants around the world have been redesigned into more stylish decor. It's these little nifty details that can change a company. Instead, the matte-looking beige plastic seats now look classier in McDonald's restaurants – as if you weren't eating in a junk food restaurant.
It was not only negative media about the negative health effects of junk food that brought McDonald & # 39; s to a standstill, but also the poor decor that made you feel like eating dirty food in a dirty environment. However, the branding team came up with the idea of eating junk food in an environment that was at least more classy in appearance than the old-style restaurants.
The company still makes huge profits today, although many interest groups are trying to derail McDonald's years of success.
Red Bull's bad-tasting beverage is becoming a billion dollar brand name
To date, not many people know this, but Red Bull has not passed all taste tests in taste test groups. It failed so much that the marketing company that made Red Bull successful did not want to continue the campaign. The Austrian entrepreneur Dietrich Mateschitz, however, insisted on continuing to publish the product.
Miraculously and to this day many are amazed that Red Bull has been an unsurpassed success. A bad-tasting energy drink cannot be found in refrigerators in all refreshment areas worldwide. It was the branding that brought Red Bull his successful breakthrough. "Red Bull gives wings". It attracted adrenaline junkies around the world and still does. It is also a popular alcohol mixer.
Of the three examples here, Red Bull is probably the most impressive. His brand image is now linked to extreme sports and, similar to how Apple advertises its products as a way of life, someone who picks up a can of Red Bull also promotes a self-image of himself – "I drink Red Bull because I live on the edge of life “- it's almost like those who drink Red Bull make a statement.
How can you promote your brand image to promote the success of your company? Check out the Emedia Creative Design Agency – an expert in advice and strategy for product and service brands.
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