The Impact of Apple's Branding Strategies on Customer Satisfaction and Customer Loyalty - Essay Example

The paper analyzed the concept of branding by examining its models and the impact of branding strategies on customer satisfaction. Primary data was collected by conducting questionnaire research with Apple's customers. A total of 100 questionnaires were carried out with Apple's customers. The conclusions of this study are that Apple's brandings strategies play an important role in customer satisfaction and customer loyalty. Apple's branding strategies have a positive impact on customer satisfaction and customer loyalty.

It is Apple's branding strategies that have contributed to generating value for customers, generating trust amongst customers and developing strong relationships between Apple and its customers. Apple's branding strategies have narrowed the gap between Apple and its customers. They have helped in improving the performance of the company. They have helped in generating positive attitudes about Apple's products amongst its customers. This study seeks to critically analyze the branding strategies of the company Apple.

Apple has been selected as it is a leading global telecommunications company whose branding strategies have been successful in getting the right message across to customers. Apple designs, manufactures and markets mobile communication and media devices, personal computers, and portable digital music players, and sells a variety of related software, services, peripherals, networking solutions, and third-party digital content and applications. In 2014, Apple's market share was 20.4% in the global smartphone market.

Apple was the market leader. It left behind its competitors, Samsung who had a market share of 19.9%, Lenovo whose market share was 6.6%. Apples competitors are Dell Inc., Fujitsu Limited, Hewlett-Packard Company, International Business Machines Corporation, Samsung Electronics Co., Ltd., Sony Corporation, Toshiba Corporation, Research In Motion Limited, Microsoft Corporation, Acer Inc, LG Electronics, Inc., Google Inc, Merchant Customer Exchange LLC, Huawei Technologies Co., Ltd, Xiaomi Inc.