Brand Management

 

 

Brand Management

Category of product

Smartphone Operating Systems (OS)

Two main Brands

Google Android and Apple iOS5

Target Markets

For Google Android, the target markets are teenagers to pre-middle aged people, the systems are more scientific than creative meaning that one can customize the OS, change and see the source code. The OS customizability is highly appreciated by customers who do not like Apple products. TheApple iOS5 is appropriate for learners, working professionals, and urban lifestyle. It is arty and hip and targets people who think differently, those with greater disposable income levels, great brand loyalty.

Main points of parity and points of difference

Points of parity

  • Multiple Applications available
  • Smartphone Operating Systems (OS)
  • High-quality cameras
  • Multi-touch screens
  • Improved user interface
  • Wireless online connectivity

Points of Difference

Android

  • Created by Google
  • “Open”/ customizable software
  • Android mascot
  • Available on large numbers of mobile phones (LG, Samsung, Motorola, HTC)
  • Higher selection of hardware depending on brand loyalty in existence (Lopez-Tarruella, 2012)

iOS5

  • Made by Apple and only available on the iPhone
  • Very powerful and simple to use
  • Easy compatibility with iPad, iCloud, and Mac computer
  • Purchasing the ‘whole package”. This means that everything is a product of Apple, (the phone and the OS)
  • Limited distribution
  • Largest App store among mobile phone OS (Neuburg, 2013)

Definition of Positioning

Android

Google has only lately expanded from its search engine (initial claim to fame) into several other markets. Google is a powerful competitor in the Smartphone industry and market. The organization has position its software as more fun, customizable, and playful. This is mainly represented in their logo that uses the green alien. The organization’s positioning is adaptable in relation to the target market. In my opinion, however, I would not have though an expert in business would be as fast to adapt it as is the case with the iOS5 or even other brands such as BlackBerry. In my opinion, Google has “correctly” positioned itself because before Android, there was no real adaptability in iPhone Smartphone operating system and BlackBerry. Google Android provides the added advantage of partnering with various distinct mobile phone companies. Customers, therefore, are not limited to choose a Smartphone solely based on the operating system (Lopez-Tarruella, 2012).

Apple iOS5

iOS5 has correctly defined its position. Apple has done an incredible work efficiently by creating its position in the Smartphone industry and market. As it is the founder of multi-touch screens (displays) and greatly interactive Smartphones from the initial iPhone, the organization has paved its path in the industry. Presently, Apple is still on top of invention and innovation. It has a greatly loyal customer base (Neuburg, 2013). Bearing in mind that it has been leading in many realms such as being the first multi-touch Smartphone, the first Graphic User Interface (GUI) on a computer, and the first highly efficient portable MP3 player, its first-mover band innovation benefits have strengthened the brand. The simple and clean brand (Apple) is seen in the iOS5.

How to improve it

Android

Google should take into consideration the idea of re-enforcing its target market and positioning. It was not easy to get the target market for the brand because it appears to be rather versatile. Probably, this strategy would work well for it; however, by clearly targeting and defining a specific market, the brand will have a strong position in the market.

iOS5

For Apple, it should carry on with what it is doing. However, more forward-thinking innovation is needed since more Smartphone and Operating Systems are being invented fast. A majority of business experts and customers hold that Apple should make its software open so that people can customize it. In my opinion, however, I think Apple should stick to what it is doing. This is because Steve Jobs, founder of Apple noted that the software was closed because it is “prefect” and does not need any customization. I would agree with this as the brand is doing well in the industry.

References

Lopez-Tarruella, M. A. (2012). Google and the law: Empirical approaches to legal aspects of knowledge-economy business models. The Hague: T. M. C. Asser Press.

Neuburg, M. (2013). Programming iOS 5. Beijing [China: O’Reilly Media.

 

 

Order Now

Last Completed Projects

topic title academic level Writer delivered

Are you looking for a similar paper or any other quality academic essay? Then look no further. Our research paper writing service is what you require. Our team of experienced writers is on standby to deliver to you an original paper as per your specified instructions with zero plagiarism guaranteed. This is the perfect way you can prepare your own unique academic paper and score the grades you deserve.

Use the order calculator below and get started! Contact our live support team for any assistance or inquiry.

[order_calculator]