Marketing the Iphone Smartphone

In: Business and Management

Submitted By khan69
Words 5143
Pages 21
TABLE OF CONTENTS EXECUTIVE SUMMARY IPhone is Apple’s well celebrated smart phone which has taken the mobile phone industry by storm. The iPhone idea came about when Apple CEO Steve Jobs told Apple engineers to explore the concept of touch-screens. There are many reasons a consumer would favour iPhone over other smart phones, whether the reason lies in its sleek, metallic design or the entertainment kicks the consumer obtains out of using it, it is crucial that Apple looks in greater depth at more sophisticated business tools in order to cater professionals like surgeons, businessmen and engineers. Iphone’s attractive brand image can be single-handedly gunned down by other strong factors, like the mentioned business element for instance, should Apple not expand its utilisation potency. Brand audit has been performed by using Keller’s CBBE Framework. In order to understand the iphone’s degree of competitiveness in the market, it is essential to conduct a SWOT analysis so that it becomes clearer to which side weighs more: the pros or the cons. The audit offers recommendations to the sort of improvements that will help establish iPhone’s brand positioning, brand management and marketing value. Keller’s model is not the only model that can be adapted to measure brand equity. Its limitations are discussed and other brand equity models are explained briefly. INTRODUCTION The mobile phone industry is progressing fast in today’s modern society. Not only does the mobile phone enrich everyday aspects of our lives, it helps us stay in touch with our loved ones. The global recession has become a nightmare for the mobile phone industry. Despite this setback, smart phone manufacturers are still seeing growth in terms of production. Smart phones are named as such due to their embedded system which are not only technologically advanced but also sophisticated in…...

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