BRAND MANAGEMENT

Brand Management and its Effects on Apple Inc.'s Marketing Strategy

Brand Management and its Effects on Apple Inc.'s Marketing Strategy

Introduction

Brand is a mix of visual, physical and emotional connections that a consumer develops for a product or a name. Brand management revolves around attributing organic traits to a product so that consumers can build a perception and imagery about its look, feel, smell, taste and movement. For this reason, effective branding is what most marketers attribute product success with (Leiter & Loch, 1999, pp. 100).

There is a fine line between branding and marketing, and contrary to the common view, the ...