2-2 blog: the importANCE OF BRAND POSITIONING

Apple. Think Different.

Apple’s slogan is short, simple, and direct. Their logo coincides well with their slogan as well. It is simple, sleek, and modern. While their name doesn’t represent what they sell, the simplicity of their name matches their brand and vision. Apple’s products, advertisements, presentations, packaging, and everything in between is on brand with how they portray themselves: simple, sleek, and modern.

According to an article on Research-Methodology, Apple has 4 main strategies:

  1. Focusing on attractive value proposition.
  2. Effective use of product placement.
  3. Positive reviews in the media.
  4. Story telling through video and viral marketing. (Dudovskiy, 2021)

As an Apple customer, I can see exactly how these marketing strategies are used. As someone earning a marketing degree, it is evident that some of these strategies can in some ways be used in other brands. Brands can look to Apple for inspiration and a successful branding of a company.

Apple’s marketing strategies are a bit different than what someone might thing. For example, the second, effective use of product placement; “Apple does not use the normal Pay-Per-Click (PPC) online ads on Google or Facebook, instead they use product placement (especially with celebrities and in popular shows) and the buzz created by positive reviews in the media” (Dudovskiy, 2021). I find this interesting, as many brands, including Apple’s competitors rely on more traditional forms of advertising like Google, Facebook, and even tv commercials.


Dudovskiy, J. (2021, February 18). Apple marketing strategy: A brief overview – Research-Methodology. Research-Methodology. Retrieved September 20, 2021, from https://research-methodology.net/apple-marketing-strategy-an-overview/.

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