Apple: It's All About the Brand - 1 views
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Ask marketers and advertising experts why Mac users are so loyal, and they all cite the same reason: Apple's brand.
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Annie Wong on 08 Mar 11This sentence describes what will be discussed in the article. It dips into the logical argumentation section of a rhetorical triangle.
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This paragraph here is giving the audience facts, and statistics of why/how Apple has become such a successful brand
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$11 billion in annual sales.
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boosting
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advertising budget
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15 million to $100 million
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"It was the marketing company of the decade."
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Ethical argumentation is present here. This quote is from John Sculley, he was the marketing exec of Pepsi (as mentioned above) and everybody knows how popular and well known Pepsi is, so he is seen as a reliable voice for marketing facts because of his success in the Pepsi company.
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awarded
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powerful brand
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You can sway an audience into deeper consideration into the brand by describing it as a "powerful brand" (Ethos)
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Apple "Brand of the Year"
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overwhelming presence of Apple
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As a reader, this statement shows that Apple is a brand which is very passionate about their products, and they want everyone to know just how great their products are. However, consumers could find the marketing of the brand to be overkill and too obnoxious, or feel as if its being shoved down their throats, which could be a negative and turn off, and cause them to invest in other brands.
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comes through in everything they do."
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Another logical point. It can be seen as a testimony. The success of the iMac and iPod rely solely on the brand. If it weren't for the brand, it very well might not be a popular/successful item.
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"Without the brand
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Apple would be dead
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It's got nothing to do with products
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branding is all that keeps them alive
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intimate with its customers
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is loved
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branding has become as powerful as religion
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Similie. Here they are trying to make people realize just how important branding is by comparing it to religion.
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about imagination, design and innovation
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Emotional aspect. At the end of the day, no matter what, there are loyal customers, who will support brand regardless. This is what makes people love the brand and its products
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one of the reasons Apple has been rebranded
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rejuvenate the brand
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emotional brand
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company projects a humanistic corporate culture and a strong corporate ethic, characterized by volunteerism, support of good causes or involvement in the community
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Emotional - Shows Apple cares and wants to give back. Also shows that it's not just a flashy brand with cool gadgets, but the products also help better the lives of many..Positively sways audience because of the education aspect
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Apple, on the other hand, comes across as profoundly humanist. Its founding ethos was power to the people through technology, and it remains committed to computers in education. "It's always about people,
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Visually, products are colourful and many times, there are choices to suit personal preferences, this also makes the product easily identifiable. (ex. any brightly coloured, music player, even if not Apple, will probably be associated with Apple because they were they ones who first introduced it.)
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products and advertising are clearly recognizable
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Apple's design is people-driven
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unique visual and verbal vocabulary, expressed in product design and advertising
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products are designed around people
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established a "heartfelt connection" with its customers.
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Apple has always projected a human touch
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pple used great leaders -- Cesar Chavez, Gandhi and the Dalai Lama -- to persuade people
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Apple's famous "1984" Super Bowl ad
