Marketing Apple Fanatics Self Identity - 1307 Words

As a company, Apple is known throughout the globe for more than their high-quality and revolutionary products; Apple is a household name because of the publicity surrounding their devoted fans. These fans camp outside Apple Stores days before a product is released, sometimes just to preorder the product. They eat, sleep, and breathe Apple, earning them the name iSheep. Fans of other brands lack the same publicity, but they maintain the same level of devotion. Many people exclusively wear Nike or Jordan. Some may make a cup of Starbucks coffee a part of their morning routine. Over the years, brand wars have gained media attention and marked generations: Ford vs. Chevrolet, Microsoft vs. Apple, Coke vs. Pepsi, the list goes on. The bottom line is that major brands often create an obsession among their consumers that can be compared to religious worship, which in turn negatively affects cultural identity. According to David Glance, an author for The Washington Post, there are three interconnected factors that form Apple fanatics: Self-identity, Brand drivers, and Social identity. The first is fairly self-explanatory; people today base their lifestyles on their possessions, especially where their smartphone is concerned. People are also influenced by band drivers — â€Å"the perceived value of the product, the level of service that came with the purchase, †¦ and the overall level of trust placed in both the product and the company† (Glance). Yet above all, people have the instinctiveShow MoreRelatedBrand Community : A Community Of Brand Followers And Customers1573 Words   |  7 Pagescommunity from subcultures. Harley Davidson enthusiasts predominantly unified by brand with motorcycle fanatics currently known as motorcycle ‘‘gangs’’ like the Hell’s Angels, Mongols that are primarily subcultures in which the Harley Davidson motorcycl e is metonymic rather than definitive (Muniz Jr. O Guinn, 2001). Apple enthusiasts on the other hand have the product as the mainstream of their brand. Apple impressed and attracted their community by masterfully depicting it’s users as young and creativeRead MorePersonality and Lifestyle8596 Words   |  35 Pagesinfluences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts have met with mixed results. †¢ Consumers’ lifestyles are key to many marketing strategies. †¢ Psychographics go beyond simple demographics in helping marketers understand and reach different consumer segments. †¢ Identifying patterns of consumption can be superior to knowledge of individual purchases when crafting a lifestyle marketing strategy. Chapter SUMMARY Read Morepaul hoang answers72561 Words   |  291 Pagesspending on items such as books, equipment, repairs and improvements. They might also seek additional sources of funding such as government assistance. There will also be a need to account for all costs (expenditure) and revenues of the school. Marketing: schools need to attract customers (students and their parents). This might be done through means such as offering a broad and enriching curriculum and wide opportunities (such as extra-curricular activities). Public relations and promotion (suchRead MoreCase Study148348 Words   |  594 PagesGiant Ekomate Systems and the Indian Software Industry: Leveraging Network Relationships for International Growth Sustaining the Magic at Bang Olufsen Cordys: Innovation in Business Process Management iPod to iPad: Innovation and Entrepreneurship at Apple Grupo Ferrovial and the Acquisition of Amey plc Who Runs Education Now? Mergers and De-mergers in the Public Sector Severstal Queensland Rail: QR Ltd (QR) The Changan-Ford Joint Venture: Same Bed but Different Dreams? TNK-BP: from Russia Without LoveRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesSingapore Taipei Tokyo Editorial Director: Sally Yagan Director of Editorial Services: Ashley Santora Acquisitions Editor: Brian Mickelson Editorial Project Manager: Sarah Holle Editorial Assistant: Ashlee Bradbury VP Director of Marketing: Patrice Lumumba Jones Senior Marketing Manager: Nikki Ayana Jones Senior Managing Editor: Judy Leale Production Project Manager: Becca Groves Senior Operations Supervisor: Arnold Vila Operations Specialist: Cathleen Petersen Senior Art Director: Janet Slowik Art