Business Finance
MBA 520 Bethel College Marketing Strategy and Branding Attribute Essay

MBA 520

Bethel College

MBA

Question Description

I’m studying for my Marketing class and don’t understand how to answer this. Can you help me study?

The discussion requires a minimum of 300 words, 3 scholarly sources, including the textbook. Make sure that you use APA style with your references. Under no circumstances use any direct quotes. Any directly quoted or copied material will result in a zero for the assignment. Let’s be sure to write it in own work 100% and give appropriately when using someone’s else work.

Please use complete sentences and proper grammar in all postings. Remember to reference at least two external scholarly sources (in addition to the text or course materials) in your initial post.

Reference for textbook attached:

Textbook: Ferrell, O. C., & Hartline, M. D. (2014). Marketing strategy: Text and cases (7th ed.). Mason, OH: South-Western/Cengage Learning.


In this unit, you are learning about branding strategies organizations use to differentiate products and services from those offered by the competition.

  • Using the brand concepts from the unit and information on strategies used for brand positioning, share your company’s brand (current employer or ideal employer) and position.
  • What recommendations would you make based on the topics and concepts in this unit?

1,500 word count and there is a total of 5 questions each (not including in-text citation and references as the word count), a minimum of 4 scholarly sources are required in APA format. For the 4 scholarly sources, one from the textbook that’s posted below and the other three from an outside source . Let’s be sure to write it in own work 100% and give appropriately when using someone’s else work. Under no circumstances use any direct quotes. Any directly quoted or copied material will result in a zero for the assignment.

Please use complete sentences and proper grammar in all postings. Remember to reference at least three external scholarly sources (in addition to the text or course materials).

Reference for textbook attached:

Textbook: Ferrell, O. C., & Hartline, M. D. (2014). Marketing strategy: Text and cases (7th ed.). Mason, OH: South-Western/Cengage Learning.


Choose an organization to use as your focus for answering the following questions.

1 When organizations consider a branding strategy, an analysis of existing and desired brand attributes is a useful starting point. Identify the attributes for the brand you selected and construct a brand attribute framework. Propose a brand statement to guide the organization’s branding strategy based upon your framework.

2 Create a compelling argument for the organization’s investment in its brand that elaborates on the advantages of branding.

3 Construct a perceptual map to illustrate your brand’s position in the market versus that of its top competitors. Based on the map, what are your recommendations to the organization?

4 Marketing strategies vary at different stages of the product life cycle. Determine which stage of the product life cycle your organization’s product is in. What market characteristics lead to your determination? Explain. What recommendations should the organization consider based on your analysis?

5 How should the organization differentiate its products? What are the product’s features, advantages, and benefits? Assess the extent to which the brand’s current positioning aligns with the product’s points of differentiation

Student has agreed that all tutoring, explanations, and answers provided by the tutor will be used to help in the learning process and in accordance with Studypool's honor code & terms of service.

Final Answer

Attached.

Running Head: MARKETING STRATEGY

Marketing Strategy
Name
Institution
Professor
Course
Date

MARKETING STRATEGY

2
Introduction

Apple Inc. uses the iPhone brand to compete in the global market. According to
Mickalowski et al. (2018), the iPhone has become competitive in the global market due to its
innovative features and services. It took Apple over twenty years to expand and implement its
major new products like iPod, in 2001, iPhone, 2007, Apple Pay, 2014, and finally Apple Watch
in 2014. Among these brands, iPhone is the most famous, as Huber (2017) argues that Apple has
adopted innovative strategies for branding. In this regard, this paper explores the iPhone’s brand
attributes and marketing strategy.
Question 1. Branding Attribute
IPhone’s branding strategy focuses on emotions. The key concern of Apple marketing is
ensuring that the products have positive-customer experience (Ferrell & Hartline, 2014). In this
sense, the iPhone brand attributes are all about lifestyle: passion, innovation, dreams aspiration,
imagination, liberty gain, people empowerment through technology. Mickalowski et al. (2018)
state that the iPhone brand attribute consists of simplicity and focuses on eliminating complexity
from people’s lives. Also, the attributes describe Apple as a humanistic company with good
consumer relations and heartfelt connections. These attributes enhance the iPhone position, as
Huber (2017) finds that many consumers recognize the effectiveness of the iPhone in achieving
individual and business goals.
The iPhone brand is not only intimate with customers, but also loved, and it establishes a
sense of community between consumers and distribution channels. The brand has the attributes
of equity and customer franchise, which help the company sustain its competitive advantage. For
instance, Huber (2017) suggests that the preference of the iPhone has enhanced the survival of
the company and allowed it to sustain premium pricing, thus earning more opportunities than

MARKETING STRATEGY

3

competitors. Customer experience is one of the critical attributes of the iPhone, whereby the
brand is innovative enough to meet consumer needs. Edema & Ezute (2014) argue that iPhone’s
attributes, like innovative features, beautiful design, and high-...

Thomas574 (20136)
Duke University

Anonymous
Return customer, been using sp for a good two years now.

Anonymous
Thanks as always for the good work!

Anonymous
Excellent job

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