Branding the iPhone

Apple’s iPhone has been at the center of the stage for the last couple of months. One of the most discussed aspects of the overall strategy around the device is the branding.

Some experts argue that Apple did an outstanding job with the branding factor. A recent article over Forbes, however, challenges that argument.

According to the article, a market research discovered that the majority of users care far more about the price and the actual performance of the mobile phone than about the fact that Apple is manufacturing it.

The question then becomes: “Could it be that great brands are the product of something other than branding?”

The authors suggest that “great brands are the result of compelling products and services. The exception–a few image-driven categories such as beer, liquor or fashion–only proves the rule.”

Do you agree?

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