Brand and Product Management Scenario Analysis paper
Kenneth Proctor
BRM/353
February 8, 2016
Michael Ricco

Brand and Product Management Scenario Analysis The marketed Brand which I have chosen is Apple and the way in which they are marketed in different countries is more of a one size fits all or standardized approach, this is something Apple uses both domestically and internationally. When apple brings out new devices, they do not customize their phone in terms of features and looks. Using Standardized sizes across all regions, the same range of products for all countries, and no visible customization, with the exception of the power source, pricing, and carrier specifics. Apple utilizing the standardized approach has certainly had its benefits. One in particular was establishing a global brand with a strong identity, which is something that has worked for Apple. However, this does not mean that apple understands the requirements for cultural understanding, and cultural understanding is a big advantage for any company to be involved in global branding. This is also part of a brand living up to the Ten Commandments of Global Branding.
The ten commandments of global branding which consist of a brand being known around the world. The first step for a brand to obtain this goal is to research the global branding marketplace, which is made up of many countries and regions, while understanding similarities between them. Also understanding the importantance of investagitnting the laws, consumer demand and financial guidelines of each potential market in order to enter with proper marketing approach and expectations. Never taking shortcuts, Apple has done this by taking chances with the introduction of new product categories with product such as the ipod, iPhone, itunes, iPad , apple tv, and more. While also sticking to the approach of making things simple for its consumer base with how all apple product is integrated into the customers life style. Maintaining a solid infrastructure with how seamlessly all the product works together and making sure they have the people in place to continue the foundation in which apple was built. Employing an integrated marketing communication system with combining traditional advertisements with non traditional methods. Creating partnerships between brands, such as utilizing its partnership with samsung to assist in creating components for apple’s flagship products. Keeping a balance between standardization and customization. Keeping local and global controls in balance while creating a system of functional guidelines. Creating a system of global brand equity and using the brand to leverage results which has made Apple on the the most profitable brand names in the world.
This all has allowed to evolve and keep up with the ever-changing landscape of social, demographic, and ethical issues. All over the world, people are building Apple products and because of this Apple wants to make sure that each person is treated with dignity and respect. They have created programs that educate and empower the workers, and help preserve the environments resources for future generations. They focus on human rights and making sure there is equality. Apple empowers its employees to do the right thing. Apple holds the products they make and the processes used to make them to the highest environmental standards.
In conclusion Apple has built a powerhouse of a brand which is built on the principles of being simple and using simplicity to built a cult like customer base and empowering employees to maintain the highest standards in making the products, which has resulted in Apple being one of the most powerful and profitable companies in the world.

References

Accountability. (n.d.). Retrieved February 08, 2016, from http://www.apple.com/supplier-responsibility/

Globalization: Apple's One-Size-Fits-All Approach - Brand Quarterly. (2014). Retrieved February 08, 2016, from http://www.brandquarterly.com/globalization-apples-one-size-fits-approach

Ten Commandments of Global Branding. (n.d.). Retrieved February 08, 2016, from http://smallbusiness.chron.com/ten-commandments-global-branding-48157.html

Reference
McClave, J., Benson, P., & Sincich, T. (2011). <i>Statistics for business and economics</i> (11th ed.). Boston: Prentice Hall.