The Impact of Branding on the Growth of Tablet Computer for the UK Market - Dissertation Example

In the information age, two things have invaded most of an individual’s life – one is a mobile phone, and the other a PC. Over the decades, the need for diminishing size and increasing mobility of the personal computer; and increasing size and functionality of the mobile has given rise to the birth of Tablet PC. In other words, a tablet PC can be seen as a blend between a mobile phone and a PC that has evolved from consumers’ preference for larger and larger mobile phones and smaller and sleeker laptops.

With the release of the iPad in April 2010, Apple created a revolution of table computers, even though a host of other companies such as Dell Streak, Samsung Galaxy tab, Blackberry PlayBook, HP Tablet, Asus Eee Pad, Data Ltd Tablets, JLT Mobile Computers, and Motion Computing Tablets also were present in the market for some time. Despite the relatively late entry, the tablet PC market has taken the technology market by surprise in terms of growth, product innovation, and marketing innovation. Could it be due to branding?

It makes an interesting topic for research into this aberration. A brand, according to the American Marketing Association, is “a customer experience represented by a collection of images and ideas… Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary” (www.MarketingPower, Inc., 2011). VanAuken (2004) added that the brand management process is based on a deep understanding of consumers and competitors, for which a depth qualitative understanding of the consumer benefit structure by segment, including an understanding of the benefits that are cost-of-entry and differentiating in nature.

The consumer benefits may be functional, emotional, experiential, and self-expressive (VanAuken, 2004). 1.3 Research Significance Traditionally it is perceived that technology and branding appear to be contrasting to each other’s purpose as branding is based on consistency and constancy (Kotler & Pfoertsch, 2006), while technology is based on change and improvement (Sawhney, 2005). Moreover, technology firms usually believe that their key to success is innovation, constant enhancement of product features, and improving price performance.

Due to this endemic belief, they generally emphasize product management instead of brand management. This brings the question that “did branding really play a decisive role in the phenomenal growth of the tablet market, particularly in the UK”, making this the research question.The answer to this question is significant from several angles. Firstly, it will provide an insight into whether the tablet PC industry has benefitted due to the impact of branding. Secondly, if it is yes, how exactly branding has benefitted the tablet PC industry.

Thirdly, this insight will be a pathfinder for further research in the direction of branding of technology products. Fourthly, it will not only benefit the table manufacturers but a host of other stakeholders including the consumer, Hence, the study is considered to be significant