Analysis of Marketing Issue

Introduction

The news article was talking about Apple company is starting to hiring new employee for its new retail store in Singapore. This essay will discuss about why the company wanted to open their first official brick and mortar store in Singapore while the three main premium reseller are still exist. The two marketing issues that will be discussing in this essay are branding and targeting.

A strong branding gives high brand equity

The six main factors for a successful branding are the product, the packaging that represent the brand, the name of the brand, the promotion of the particular brand, the advertisement and ultimately, overall presentation. (John Murphy, 1988) Brand is not just a name but it is a concept or idea that how your products appear in the mind of customers. Brand is important because a good and strong brand has high brand equity. In the other words, the more powerful the brand is, the higher the brand value would be. As an example, Apple iPod versus normal MP3. If the prices for both devices are around the same, consumer will go for Apple iPod for sure because of the strong branding has created in their mind.

Apple Inc. was formerly known, as Apple Computer Inc. is the world’s most valuable brand now, a position it has held onto since 2013. In research, the company was positioned at 20th of most valuable brand in the world in year 2009. In 2010, Apple Inc. has increased its brand value by 37% to $211,430 million and was positioned at 17th most valuable brand in the world. In 2015, Apple Inc. was increased its brand value by 43% compared to 2014, and its brand value increased from $118,863 million in year 2014 to $170,276 million in year 2015. Apple Inc. has retained its position as the world’s most valuable brand for the third year since 2013 and it was usurped Coca-Cola from the top spot, which had held the position for 13 years.

(Source: Interbrand ranking)

"Products are made in the factory, but brands are created in...