Taking Apple as an example, how can a company do a good job in brand innovation?

Apple has always been synonymous with innovation and creativity, and innovation is the foundation of the long-term development of a corporate brand. Only continuous innovation can meet the changing needs of consumers, make consumers associate with the brand and maintain continuity, produce the latest value recognition, and only the brand association of identity can shape brand differentiation in consumer consciousness; Only successful differentiation can achieve brand breakthroughs. For any good product and service, the highest marketing is its values marketing.

So, how can enterprises do a good job in brand innovation? Perhaps from the iPhone 8 press conference, we can see the innovation of the iPhone brand.

1.Design innovation guarantees the operability of the brand.

Apple decided on a design that selected three out of 10 completely different analog solutions from the designers, and finally decided on the best one. And it is required that these 10 solutions must have sufficient room for innovation. This ensures that each generation of the product retains its appeal to people and maintains the "freshness" of apples all the time.

Brand innovation also needs to be implemented, that is, there can be no fault between its innovative concept and the promotion of implementation, and it must be able to achieve conversion, from innovative products to core technologies, from brand culture, brand connotation, to brand spirit, brand value, etc., to have reasons and channels for communication.

2.Business model innovation ensures the commercial value of brand innovation.

Business model innovation can influence or even change the entire industry landscape. From the perspective of customer value, Apple is good at combining advanced technology, the right cost and excellent marketing skills to design the right technology at the right time in a way that best suits the consumer experience to achieve success; If the brand cannot form differentiation and effectiveness in the minds of consumers, whether it is through "technological innovation to increase the scientific and technological content of products" or "process innovation to improve the quality of products", enterprises can only stay in the stage of homogeneity, repetition and low-level cruel competition, and cannot escape the "red sea field" of brand competition.

In the early morning of September 13th, Beijing time, the iPhoneE8 conference was held at the Steve Jobs Theater in Apple Park, and Apple released three new iPhones, inch iPhones5-inch iPhone 8 Plus and inch iPhone X.

In terms of videography, all three phones come with a 7-megapixel front-facing camera. The iPhone 8 still comes with a 12-megapixel rear single camera that supports optical image stabilization. The iPhone 8 Plus and iPhone X feature a 12-megapixel wide-angle and telephoto dual-lens camera. The iPhone 8 Plus Dual Rear Camera focuses on machine learning portrait bokeh shooting, supporting 4K** shooting with 60fps streaming. The iPhone X also supports dual optical stabilization and dual-lens optical image stabilization, and the arrangement of the dual cameras has been changed to a vertical arrangement.

The iPhone 8 and iPhone 8 Plus still support Touch ID, and the graphics sensor adds support for AR technology. Compared with other iPhones, the iPhone X has canceled the physical button (Home button) on the front, and is a full-screen mobile phone, using Super Retina technology, OLED screen, screen resolution of 2436 x 1125 pixels, one of its main features is to support face recognition, that is, Face ID, which can create 3D expressions through the face for use in iMessage.

Innovation

Refers to all research and inventions, insights and activities of creative significance in real life. Including creativity, creativity, entrepreneurship, etc. The American-Austrian economist Schumpeter proposed the term and theory in his 1912 book The Theory of Economic Development, and systematized it in his books The Economic Cycle and Capitalism, Socialism and Democracy.

Schumpeter's innovation is an economic concept that includes 5 aspects: the development or introduction of new products; the use of new technologies; opening up new markets; the adoption of new raw materials or new supplies of raw materials; Establish a new form of organization. Schumpeter's innovative theory has been valued by the economics community, especially since the 70s of the 20th century.

At the beginning of the 21st century, the so-called innovation has been greatly extended and developed on the basis of Schumpeter, and has evolved from a simple economic concept to a philosophical concept with a broad meaning, including ideological and theoretical innovation, scientific and technological innovation, management innovation, management innovation, mechanism innovation, system innovation, knowledge innovation, and so on.

Break the stereotype, break through the box, and produce new forms with inventions that are different from any previous form.

In this explanation, the understanding of "innovation" is still at the level of perceptual understanding, and it is not profound from a rational point of view. The first to define innovation was the Austrian-American economist Schumpeter, who first proposed a theory to explain the development and cycles of capitalist economy. Schumpeter defined "innovation" as the establishment of a new production function, that is, the entrepreneur implements a new combination of the factors of production.

It includes: 1. the introduction of a new product; 2. Adopt a new production method; 3. Open up new markets; 4. Obtain a new supply of raw materials or semi-finished products**; 5. Establish a new form of enterprise organization. But. Detailed.

In today's society, the "Apple" series of products, as a successful and representative marketing case of the times, have been chased like stars and become a legend in the marketing industry. The author is also a user of Apple's mobile phone, and of course the high performance of its products is one aspect. On the other hand, Apple's marketing strategy is also outstanding.

In this era of brand success, in order to stand out among many excellent brands, it is no longer enough to rely on functional features, and it is necessary to give the brand more human factors in order to generate greater appeal. In this regard, "Apple" has undoubtedly achieved the extreme. Here are two points of analysis of Apple's marketing strategy:

It is the nature of people who have not marketed to create momentum "curiosity kills cats", and often the more unknown things are coming, the more people want to know the truth urgently. And the company is to make good use of people's onlookers and watch the lively mentality to achieve low-cost and high-quality publicity. At a time when Apple fans were looking forward to the launch of the Apple phone, there was a lot of discussion on the Internet, and some people even claimed to have got the design of the Apple phone.

But it wasn't until the day of the release that people finally saw the true face of the iPhone, and the design scheme that had been circulating on the Internet seemed so weak that they couldn't guess its shape, and they were even more amazed by its various performances. That sense of interest and mystery of the unknown is the most valuable marketing tool for product promotion and branding. In a world of commercial hype, the goal of building buzz is to make sure that the product you market is the talk of the town and, more importantly, that the conversation itself is effective.

Hunger marketingIn marketing, the so-called "hunger marketing" refers to the intention of commodity suppliers to reduce production in order to achieve the purpose of regulating supply and demand, creating the "illusion" of supply exceeding demand, and maintaining higher selling prices and profit margins of goods. Hunger marketing is all about influencing by regulating the amount of supply and demand.

The head of Apple, the sales department, has invested a lot in computers, drawing houses, chairs, beds, fruits, bananas, clothes, shoes, cars, airplanes, and in which you can come up with a five-trillion dollar exchange rate and count a world.

Hello, Mr. Tan Xiaofang, a well-known marketing training expert, believes that Apple has always been hungry and thirsty, not that the output is not large enough, but that it restricts sales, and even starts selling goods when it can't see the real machine. Hunger and thirst** plus the product is fashionable and exquisite enough, there will be today's market.

I'm a barbecue restaurant employee and I need a 200-word corporate culture.

In recent years, Steve Jobs has become the object of attention and research of Chinese companies. Apple has created huge added value and even brand value with unique product innovation, from iMac, iPod, iPad to iPhone, Apple's electronic products have achieved great success in the field of computers, **** machines and mobile phones, and have become a symbol of the most expensive high-end fashion electronic brand.

What does Apple's success say? Is it because their products are cost-effective? Of course not. Enterprises that believe that cost performance is the highest pursuit will not be able to appreciate the feast of brand value.

Behind Apple's products, it reflects Apple's product management capabilities and brand value management capabilities in the brand management system, making it master the strategic commanding heights in the value chain. The collection of these new management concepts is the "systematic brand management" that I have been working on for a long time. Behind these new management concepts, the management ideas and paradigms of Chinese enterprises will also breed great challenges and changes in the end!

It is not difficult to just imitate the appearance of Apple products, but it is not easy for Chinese companies to learn the essence of Apple's management, how to dare to innovate like Apple, be good at innovation, and constantly design unique products and create first-class brands.

In the brand management system of the enterprise, product management is the most important management content, because the new product management is not only the pursuit of product cost performance, but the pursuit of product added value, which is the most important management content to achieve brand value enhancement.

Local brand enterprises in the management system is often the most important is often "traditional product management and marketing (in fact, sales) management", most enterprises are still in the basic performance of the product, communication and the first level, and the communication is easy to stay in the single-level indoctrination advertising communication level.

Under the pressure of market competition, most companies choose to imitate and follow up because it is difficult to create competitive products, and hope that the cost performance and quality of products will solve the sales pressure. As a result, following the trend and rushing for quick success have become the management philosophy of many enterprises. This kind of management philosophy will produce a corresponding HR strategic orientation, that is, the enterprise resources and HR costs are inclined to sales talents rather than brand management talents.

Apple's brand value has always been high, and there is also Sony, which is very high.

Apple's own patents for software and hardware.