Report on Functional and Symbolic Brand Analysis

Introduction of Functional and Symbolic Brand Analysis

In recent times, brand culture has become quite an important concept for organisations wanting to attract customers and expand. In fact, marketing is considered a critical aspect of a brand for creating effective customer experiences that help in the generation of revenues. There are different ways in which brands market their products and attract customers. For instance, some brands employ functional strategies while the others employ symbolic strategies. In this research, Apple and Adidas are analysed in terms of functional and symbolic strategies. It will be analysed in this paper which one is a symbolic brand and which one is a functional brand (Keller, et al., 2011). 

Brand Identity of Functional and Symbolic Brand Analysis

In general, brand identity is the collection of elements that are created by an organisation for portraying the right image to its customers. It is quite different from branding and brand image, even though these terms are sometimes utilised interchangeably. For instance, both Apple and Adidas rely on a number of elements for making their message clear and portray a specific image to their customers. From the advertisements of Apple, it can be seen that it relies on colours, videos, and a specific story for making sure that the advertisement has the intended effect on customers. It means that organisations strive and struggle to develop their brand identity. It is quite a vast concept and it encompasses all the strategies and efforts which are employed by organisations for reaching out to their customers (Heding, et al., 2015).

Apple of Functional and Symbolic Brand Analysis

Apple Inc. is actually a multinational technology organisation operating in different nations and it has headquarters in California. In fact, it is recognised as one of the four major technology organisations with Microsoft, Google, and Amazon. One of the major reasons for the success of Apple in the market is its through provoking commercials and marketing campaigns. 

Although many commercials produced by the organisation brought immense success to it, some of these commercials had some controversies as well. For instance, a commercial television show was launched by the company in 2006 for making people realise the benefits of a Mac over traditional computers. These commercials were a part of the campaign which urged customers to purchase a Mac. It has been determined that the advertisements falling in this campaign have been considered one of the most effective campaigns of Apple. In the advertisements, it can be seen that the person representing personal computers made by Microsoft is fat while the person who is representing a Mac is slimmer. It sends a deliberate message to the audience about the fact that Mac is more efficient and stronger than a personal computer.

It is important to note that obesity is recognised as a symbol of bad health all around the health and Apple wanted to spread the message that personal computers might become sick in the near future while Mac might serve to extend its life. Another important message in these advertisements is that Mac is less weighted and it can be transported easily. In these advertisements, an important theme which was spread is that in comparison with a PC, Mac is more user friendly. In simple words, Mac is able to do everything like a personal computer but the difference is that Mac is capable of performing the same functions with more efficiency and in a better manner than a PC (Yoffie & Baldwin, 2018). Actually, in this campaign, functional strategies were employed by Apple. For instance, as a functional brand, Apple determines that its products:

Work Better of Functional and Symbolic Brand Analysis

Apple clearly indicated that Mac was capable of working better than other traditional computers. Other than in the campaign mentioned below, there have been made other advertisements in which the message of Apple has been clear: Apple’s products are better in terms of efficiency and all other aspects. 

Simplify Life of Functional and Symbolic Brand Analysis

Another important message in almost every advertisement of Apple is that its products whether they are mobile phones or laptops, they make the lives of their users easier. For instance, they provide users with unique features which are not provided by another other product. These features allow users to perform basic tasks in a more efficient manner than they normally do.

Make Customers Smarter of Functional and Symbolic Brand Analysis

An important functional benefit which is important to be provided by a functional brand is that products serve to make customers smarter. For instance, Apple has released numerous advertisements in which it is emphasised that its products, especially Apple watch and iPhones serve to make users smarter by providing them with such capabilities that are usually not available with them (Finkle & Mallin, 2010). 

Sensory Appeal of Functional and Symbolic Brand Analysis

In the advertisements of Apple, it is commonly determined that its products possess a unique style and touch. It means that customers are provided with a sensory experience that is not provided by other products. For instance, it is often emphasised in its advertisements that iPhones have a unique touch to them.

Experience of Functional and Symbolic Brand Analysis

One of the most prominent functional benefits which is emphasised in the advertisement of a functional brand is that its product offer a unique customer experience which they are unable to gain from any other substitute or alternative. For instance, it has been proclaimed by Apple in its advertisements that users cannot gain the same experience from using any other brand such as Samsung or Microsoft in terms of both mobile phones and laptops. 

All of these elements indicate that Apple is a functional brand and it does not rely on symbolic brand strategies for the promotion of its products. However, this is not the truth because Apple is a hybrid brand in terms of functional and symbolic values and advertisement. In recent times, Apple has become a combination of a functional and a symbolic brand. In fact, it would not be wrong to say that customers tend to purchase products of Apple due to their name and their status (Johnson, et al., 2012).  

Symbolism of Functional and Symbolic Brand Analysis

Product and brand symbolism represent what the product generally means to customers along with the broad spectrum of emotions and feelings that they experience in using it and purchasing it, like pleasure and excitement. It has been determined that products are symbols and they have connected meanings which serve to define what is seemingly valued by consumers. Symbolic properties are possessed by brands which are utilised for conveying meaning on three specific levels including individual level, group level, and cultural level. In general, self-concept refers to the perceptions and attitudes that people have of themselves. Considering the fact that the basic objective of all human activities is the enhancement, maintenance, and protection of the self, customers tend to purchase those products which are capable of illustrating and reflecting their social status. This is one of the most important reasons why people tend to purchase products of Apple. 

Apple has transformed itself to be a luxury brand. For instance, a year after debuting its thousand-dollar phone, it was replaced by the company by two more. This move had the objective of boosting the profits and revenues of Apple. Not only its smartphones but its laptops have also become quite costly and this has enabled Apple to be viewed as a luxury brand by its customers. For instance, it has launched advertisements in which its products are portrayed in a classy yet modern manner which seem to emphasise its supremacy over other brands. This also seems to attract those customers that are looking for a those smartphones that can illustrate their status (Hill, 2012). 

How Hybrid Strategies are Created and Maintained?

At Apple, it is considered very important to ensure that both functional and symbolic elements are incorporated into the advertisements of its products. For instance, when it comes to the functional aspects, the marketing team makes sure to describe the benefits that the products are going to provide to customers. There is also a focus on the design and the inherent value of the products which provide a symbolic value to the products and it attracts those customers who have the goal of purchasing a product that is capable of illustrating their social status. 

Once an advertisement is created, the posters of the product are posted on all platforms of social media. The same applies to the advertisements which are made available on both social media and television. This serves to increase the awareness of customers about the products of Apple. When it comes to the management of symbolic value of its products, an important role is played by the pricing. For instance, all of the products launched by Apple fall in the upper category. In fact, in comparison with its competitors, its products are priced highly and this seems to emphasise on their luxury status.

Promotion Mix of Functional and Symbolic Brand Analysis

Products: The main products of Apple include cloud services, accessories, software, digital content, Apple TV, watch, iPod, iPad, iPhone, and Mac.

Place: In the distribution strategy of Apple, places include telecommunication companies, authorised sellers, stores owned by the company, and apple stores.

Promotions: The tactics included in the promotional mix of Apple include public relations, sales promotions, personal selling, and advertising.

Pricing: Two types of pricing strategies are utilised by Apple including premium and freemium pricing.

Adidas of Functional and Symbolic Brand Analysis

In general, Adidas is a multinational corporation with its headquarters in Germany. It produces sports accessories and clothing. Other than sports footwear, the firm produce a number of other products as well like clothing-related products, eyewear, watches, shirts, and bags. In contrast with Apple, Adidas is a functional brand and it is proven by its advertisements.

The largest marketing campaign in history was launched by Adidas that seemingly began with a number of advertisements that ran under All in Label. Actually, what serves to make them interesting was that these advertisements did not feature athletes like Derrick Rose or Lebron James, as it would be expected of a footwear company. Instead of it, the focus of advertisements was broken into a number of sectors with a strong focus on hip-hop. The message of the campaign did not focus on symbolic value of the brand but the fact that when a person loves a game, he puts his everything in the game. The concept of campaign seems to take the boundaries of geography, gender, age, money, and fame away while showcasing the passion of people. 

The objectives of the advertisement included reaching out with a broad narrative and engaging the next-generation youth while resonating with them across different passion points such as gaming, film, music, fashion, and sports. An important objective of the campaign was to increase sales from 45 percent to 50 percent. Other than this campaign, even in other advertisements made by the brand, the focus has been on the quality and the comfort offered by products of the brand to customers. For instance, whenever footwear is advertised, an important point on which there is extensive focus is comfort. In addition to comfort, there is also significant focus on the quality of shoes. The same applies to other products of the company such as accessories and clothing products (Hawkins & Mothersbaugh, 2010). 

TV Commercials of Functional and Symbolic Brand Analysis

For inspiring and attracting people, Adidas often uses commercials which air on television and they often feature sports players and they are wearing the product, and experiencing the moment. Sometimes they are working on their sport while the other times, they are relishing in the comfort which is provided by the products of Adidas. 

Action and Memory of Functional and Symbolic Brand Analysis

One of the most important functional elements of Adidas is that all of its advertisements have a common yet a unique threat of consistent execution, content, and style that enhances familiarity between the brand and the audience. 

How Functional Strategies and Created and Maintained?

At Adidas, it is ensured that all the advertisements and messages towards audience have an element of superiority, comfort, and convenience. For instance, in all the advertisements which are made by the brand, there is one common element and that is convenience. It makes sure that the message to audience is clear: they get unique comfort by the products of Adidas which are not provided by other brands and products. In addition to it, since this element is incorporated in every advertisement, the message is made clear to the audience and it ensures that whenever customers think about comfort, they will seek the products which are offered by Adidas (Borowski, 2011). 

Internet of Functional and Symbolic Brand Analysis

The advertisements made on products are run by the company over the internet on a number of platforms. For instance, first of all, it has a Facebook page on which advertisement about every new product is launched. In addition to Facebook, the company also has a channel on YouTube which allows it to gain access to customers across the globe and target them effectively. 

Magazine of Functional and Symbolic Brand Analysis

Other than just the internet, these functional advertisements appear in famous sports and fashion magazines as well.

Promotion Mix of Functional and Symbolic Brand Analysis

Products: The company has four subsidiaries including Adidas, Reebok, Rockpot, and Taylor. In addition to it, Adidas has a number of other products as well. The major products of Adidas include footwear, sweatshirts, shorts, jackets, and t-shirts.

Pricing: Two strategies are used by the company for pricing including competitive pricing and skimming pricing, which enable the brand to be highly considered by consumers.

Place: The distribution channel of corporation include Adidas outlets, distributors, and online fashion websites.

Promotions: The majority of promotions are concentrated on product placements and television (Ang & Rusli, 2018).

Conclusion of Functional and Symbolic Brand Analysis

Overall, it can be said that in recent times, brand culture has become quite an important concept for organisations wanting to attract customers and expand. In fact, marketing is considered a critical aspect of a brand for creating effective customer experiences that help in the generation of revenues. There are different ways in which brands market their products and attract customers. Apple Inc. is actually a multinational technology organisation operating in different nations and it has headquarters in California. In fact, it is recognised as one of the four major technology organisations with Microsoft, Google, and Amazon. One of the major reasons for the success of Apple in the market is its through provoking commercials and marketing campaigns. It has been determined in this paper that Apple is a hybrid brand which means that it uses both functional and symbolic strategies. 

At Apple, it is considered very important to ensure that both functional and symbolic elements are incorporated into the advertisements of its products. For instance, when it comes to the functional aspects, the marketing team makes sure to describe the benefits that the products are going to provide to customers. There is also a focus on the design and the inherent value of the products which provide a symbolic value to the products and it attracts those customers who have the goal of purchasing a product that is capable of illustrating their social status.

Meanwhile, it has been determined that in contrast with Apple, Adidas is a functional brand and it is proven by its advertisements. At Adidas, it is ensured that all the advertisements and messages towards audience have an element of superiority, comfort, and convenience. For instance, in all the advertisements which are made by the brand, there is one common element and that is convenience. It makes sure that the message to audience is clear: they get unique comfort by the products of Adidas which are not provided by other brands and products.

References of Functional and Symbolic Brand Analysis

Ang, C. & Rusli, H., 2018. The Impact of Marketing Mix 4Ps and Consumer Behavior toward Purchase Decision of Adidas Products. iBuss Management, 6(2).

Borowski, A., 2011. Adidas Marketing Strategy-An Overview. s.l.:GRIN Verlag.

Finkle, T. A. & Mallin, M. L., 2010. Steve Jobs and Apple, Inc.. Journal of the International Academy for Case Studies, 16(7).

Hawkins, D. I. & Mothersbaugh, D. L., 2010. Consumer behavior: Building marketing strategy. s.l.:Boston: McGraw-Hill Irwin.

Heding, T., Knudtzen, C. F. & Bjerre, M., 2015. Brand management: Research, theory and practice. s.l.:Routledge.

Hill, M. E., 2012. Marketing strategy: the thinking involved. s.l.:Sage.

Johnson, K. et al., 2012. The Innovative Success that is Apple, Inc.. 

Keller, K. L., Parameswaran, M. G. & Jacob, I., 2011. Strategic brand management: Building, measuring, and managing brand equity. s.l.:Pearson Education India.

Yoffie, D. B. & Baldwin, E., 2018. Apple Inc. in 2018.