The Holy Grail of Branding

The brand brings the most complex of technologies snuggled behind a simple user interface - a spirit which is reflected across all Apple's touch points, from its products to its stores. Globally, today BMW is the largest and most valuable luxury automobile maker, larger than Mercedes and BMW, c...

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Bibliographic Details
Published inFinancial Express
Main Author Adhikari, Saurav
Format Newspaper Article
LanguageEnglish
Published New Delhi Athena Information Solutions Pvt. Ltd 07.08.2012
Subjects
Advertising
Consumers
Marketing
Principles
Senses
Sensory perception
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Summary:The brand brings the most complex of technologies snuggled behind a simple user interface - a spirit which is reflected across all Apple's touch points, from its products to its stores. Globally, today BMW is the largest and most valuable luxury automobile maker, larger than Mercedes and BMW, certainly apart from a great business model, also owes this to its "experiential" advertising which simply talks today about the "joy of driving", whereas the Merc advertising focuses on technology.