Apple brand marketing campaigns positively influences Apples corporate Research Paper

orchard apple tree brand marketing campaigns positively influences apples corporate identity in the consumes mind - Research Paper useTo build that kind of brand image, organizations will hail up with brand marketing campaigns before and after the launch of the new products or operate, which will entice and impress upon the eyes, ears and thereby the minds of the intended consumers. Then, when the launched products or services live up to the expectations of the campaigns and becomes successful, it will make water an optimal impact for the organization, bringing in more consumers. Aaker (2004) discussed that a strong brand is a helpful and useful tool to establish an image and status for the organization, which in will influence the client to go the organizations products, thereby building a square(p) and loyal customer franchise. Apple Inc. is one organization, which has been fitted to achieve this perfectly with its effective marketing campaigns. Srivastavaa and doubting Thom as (2010) validates this fact by stating that Apples brand marketing campaigns has been one of its key components to its success, as it helped it to shoot an positive brand image, which in turn played an important role in how consumers viewed it as a company, and importantly influenced them to buy its wide range of products. Apple Inc. started building a strong brand in the 1980s and 1990s, with campaigns like the Super Bowl commercial titled 1984, the Think Different campaign in 1990s, etc. According to Kahney (2002), John Sculley, the former CEO at Apple Inc., increased Apple publicizing budget from $15 million to $100 million in early 90s, and the current CEO, Steve Jobs spent squiffy to $100 million in the marketing campaigns of iMac alone. With these spending and effective marketing campaigns, Apple Inc. was able to create a positive corporate identity, which greatly appealed to the client base, and importantly made them to support Apple Inc. hitherto during its worst times . That is, when Apples products did not do well and when the company faced tough fiscal crisis, its brand image and the resultant consumers affinity towards it, only helped it to survive. As stated by marketer Marc Globe, Apple is about imagination, design and innovation. It goes beyond commerce. This business should have been dead 10 years ago, but the great unwashed said weve got to support it. (qtd. in HWM, 2004). Chernatony & McDonald (2003) further adds up by stating, when a product or a service has a strong brand image, customers perceive them as having value over and above that of the equal commodity, or in excess of the sum of the price of the products or services constituent parts. After a resurge due to its strong brand image, Apple Inc. was able to further elevate its corporate identity in the consumers mind with the launch of its successful flagship product, iPod in 2001. Its cosmopolitan success gave Apple a strong corporate identity of a technological major, who can come up with products, which are innovative, advanced and multi-purpose. That is, Apples products came to be recognized by consumers as high-end information and communications technology hardware, manufactured by a strong organization (Potter, 2006). In 2006, Apple Computers choice and success hinged on two new initiatives - incorporation of Intel Processors to its PCs and its plans to succeed in digital