MKT 501 MoD 2 Case Assign Essay Example | Topics and Well Written Essays - 1250 words

MKT 501 MoD 2 Case Assign - Essay Example Apple pursues a branding strategy, which mainly focuses on emotions of people. It reflects the lifestyle, liberty, imagination, passion, innovation, dreams, hopes and aspiration (Anonymous, n.d.). Furthermore, personality of the Apple brand, also, reflects simplicity as well as elimination of intricacies from lives of human beings. The company positions itself as a humanistic company, which believes in people-driven product design and maintains a cordial connection with customers. Hence, from an overall viewpoint, the branding and position strategy of Apple reflects a strong importance that the company gives to the needs and aspirations of customers. The web-based solution that manages workflow, acts as a communication tool as well as monitors real time performance from Microsoft is known as Multi Application Tracker System, or commonly known as MatsSoft (Anonymous, 2012). The product is principally aimed at speeding up daily operations of the health care, financial service and public sector. Since the last few years, the company has depended heavily on the referrals. However, the company has recently changed its branding and positioning strategy, where the firm seeks to increase overall sales by targeting new customers through channel partners as well as direct marketing efforts (Kulkarni, 2013). Nonetheless, due to adaptability to a large number of business activities, the company attempted to rebrand it in order to create a single brand identity for itself. As a result of that, the company launched a campaign and â€Å"strong blue-and-orange brand identity† was at the core of this campaign. The company positioned itsel f as a firm, which seeks others’ happiness by reducing complexities of business process. The tagline of the brand, â€Å"‘Happiness made easy’, is also consistent along with intentions of the firm. Hence, from the analysis, it is evident