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An investigation into the importanceconsumers place on branding whenpurchasing an Apple product
School of Management, Royal Holloway,University of London
Brand or Product?
March, 2010Lina Pio
i
Abstract
Maintaining a strong emphasis on positioning its brand as a provider of purely functional electronic goods, Apple has experienced increased growth. Although
supporting Olins’ (2008) arguments for Apple as a brand of purely functional products,
App
le’s approach contradicts King’s (1971), highlighted in his seminal work ‘
What is a Brand
?’. However, no research has
thus far investigated
the original causes for consumers’
motivation to be directed either by the brand or product, instead assuming a very binary and over-
generalised approach. Through observational findings collected on Apple’s
localisation procedures, three staff interviews, a quantitative survey, 22 consumerinterviews, and a focus group, the study investigated a third hypothesis: consumers wereinfluenced by their socio-cultural backgrounds, group influence, economic restraint andproduct type. The study aimed to determine whether these four themes affected a
consumer’s perception of an item as either a brand image or a functional product
. This,however,
contradicts Apple’s
global positioning as a culturally homogenous Americanbrand, and ignores the importance of these four themes: the most crucial being culturaldifferences.
A final question then asks: ‘
As Apple plans to grow globally, can it do sosuccessfully without recognition of differing cultural markets?
’
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Table of Contents
The first theory ................................................................................................................................... 4The second theory .............................................................................................................................. 8
In depth interviews with Apple staff ................................................................................................. 15
................................................................................................ 14In depth interview with Dr Martens brand owner ........................................................................... 16Consumer survey .............................................................................................................................. 17Sampling and respondent error .................................................................................................... 18In depth interviews with consumers of both Apple and Non Apple products ................................. 18Focus group ....................................................................................................................................... 19Activity one ................................................................................................................................... 19Activity two ................................................................................................................................... 20Activity three ................................................................................................................................. 20Activity four ................................................................................................................................... 21
General tendency towards either functionality or self-expression through the Apple brands ....... 23Quantitative: Survey results .......................................................................................................... 23Qualitative
Apple staff interviews ............................................................................................... 29Qualitative insights: Interviews ..................................................................................................... 30Qualitative insights: Focus group activities one and four ............................................................. 31
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