Introduction
Apple Inc. is a digital company focusing on mobile and digital product development, and its headquarters are in Cupertino, California (Malfona, 2018). The company involves a team of passionate and experienced mobile and web developers, designers, and product strategists who love to solve tough challenges and turn great ideas into beautiful products. The brand believes in making the world’s best products and services and works hard to live up to this belief every day. The brand’s mission is to make the world’s best products and services, to enrich lives, and to bring happiness, while its vision is to make the world’s best products and services, to be environmentally responsible, and to create value for everyone (Yie et al., 2021). Apple Brand is constantly innovating and expanding its product line to include new platforms, devices, applications, and services that positively impact people’s lives.
Emotional branding is a term used to describe how a company uses emotions to connect with its customers, usually through marketing and advertising. Apple is a company that has used emotional branding very effectively, and its products are known for their high quality and design. The essay discusses how Apple has used emotional branding and emotional labor to become one of the most successful companies in the world. Emotional labor and emotional branding are critical to Apple’s brand success because they foster a sense of connection between customers and the company, fostering trust and brand loyalty.
Apple brand has a strong emotional appeal to consumers who are looking for a sleek and stylish product that is also easy to use (Yie et al., 2021). The brand has a strong connection to the emotions of potential and actual consumers, and it works to create a feeling of excitement and anticipation around its products. Apple has a history of releasing groundbreaking products that have revolutionized the tech industry, and this has helped to solidify the brand’s position as a leader in the industry. The brand is known for its attention to detail and its commitment to creating quality products that are user-friendly. It has a strong reputation for being reliable and for always putting the customer first. Overall, the Apple brand is a successful example of a modern-day luxury brand that connects with the emotions of its consumers in a unique way. It is an excellent example of how a luxury brand can work to create excitement and anticipation around its products while also creating an emotional connection with its customers.
The emotional labor that goes into creating and sustaining the Apple brand is largely positive. The company is known for recommendable customer service, and employees are typically friendly and helpful (Malfona, 2018). As a result, a positive emotional experience and loyalty of customers are created. Additionally, Apple is known for its innovative products and cutting-edge design, which creates a sense of excitement and anticipation among customers, contributing to brand loyalty. However, a significant amount of negative emotional labor is also associated with the Apple brand. For example, the company is known for high prices, and products can be difficult to use. In such a case, it can lead to a negative emotional experience for customers, which decreases loyalty.
Moreover, Apple is often accused of being elitist and exclusionary. Customer perception on the brand becomes negatively impacted, ultimately reducing loyalty. Overall, the emotional labor behind the Apple brand is largely positive. Customers appreciate the friendly and helpful employees, innovative products, and cutting-edge design. Negative emotional labor is associated with the brand, leading to decreased loyalty. As a result, it indicates that what matters most to Apple is the emotional labor of its cast members, not its actual product. In other words, the company cares more about how employees feel than what its customers think or feel. This is an example of emotional labor used to manipulate and control customers.
Emotional labor can be used in advertising campaigns. For example, Apple’s “Think Different” advertising campaign features Steve Jobs, who is known for his passionate and expressive speeches. In these speeches, Jobs uses emotional labor to convey his ideas and emotions to the audience. For example, in one speech, Job describes how he overcame adversity: “I remember going through this tough time in my personal life where I wasn’t sure if I was ever going to make it as a young entrepreneur. And then, one day, I woke up and said, “You know what? I’m going to figure this out (One of the Greatest Speeches Ever | Steve Jobs, 2021).” In this speech, Jobs uses emotion to convey his message to the audience. He can connect with his listeners’ emotions, creating a sense of loyalty and admiration. This emotional labor is used frequently in advertising campaigns, especially those designed to attract customers.
The emotional labor at Apple tries to feign happiness and excitement when introducing new products or updates to their brand while simultaneously suppressing feelings of anger and frustration. This is likely done to create a positive customer experience and maintain employee morale. Additionally, it may be difficult for these workers to express negative emotions openly due to their role within the company. They can keep customers happy and motivated without angering them by pretending to be happy and excited. They can also conceal any negative feelings they may have about their job. This allows the company to maintain a positive image and uphold its brand values. Overall, the emotional labor behind the Apple brand is motivated by happiness, excitement, and control.
Companies need to foster a culture of positivity and innovation to be successful. By hiding anger and frustration, employees can create an enjoyable customer experience while also upholding company values. It is a clever strategy that has worked well for the company thus far. This allows Apple to maintain its brand image and remain a popular choice for consumers. Besides, the emotional labor behind the Apple brand is important because it allows the company to set an example for other businesses. By showcasing that emotion can be harnessed positively, Apple is helping other businesses learn from its successes while also setting an example for how to run a successful company.
The Apple brand is built around simplicity and ease of use. Its products are intuitive and easy to use, and its marketing communicates this message to consumers. Apple positions itself as a premium brand, offering high-quality products that are slightly more expensive than the competitors (Bedre-Defolie & Nitsche, 2020). This allows the company to charge a premium price for its products and still have consumers perceive them as a good value. Finally, Apple has built a strong emotional connection with its customers, which has been a key factor in its success. The company has created a sense of community among its customers, and this connection has led to feelings of loyalty and support. Overall, the Apple brand is built around providing quality products that are easy to use and enjoy, as well as creating a strong emotional connection with consumers. This strategy has allowed the company to become one of the most successful brands in history.
One important aspect of the Apple brand’s narrative is its focus on simplicity. Simplicity is a key value of the company, and it is communicated to consumers through the products it offers and the marketing material it uses. The products are designed to be easy to use, and the company’s advertising emphasizes this point by focusing on how simple the products are to use. This message resonates with consumers who want easy-to-use products that do not require much knowledge or effort. Another key aspect of the Apple brand’s narrative is its focus on quality. The company is known for its high-quality products, and this focus is communicated through its marketing material and the products it offers. Products are designed to be reliable and durable, and the company emphasizes this message by using a number of different marketing techniques. For example, Apple frequently sponsors prestigious events such as the Olympics and the Nobel Prize ceremonies, exposing its products in high-profile settings (Lee & Goldblatt, 2020). The importance of Apple sponsoring these events was twofold. First, it helped to raise the company’s profile and its products. Second, it helped to build a positive image for Apple as a responsible and generous corporate citizen.
By sponsoring these events, Apple could reach a wider audience and communicate its brand values to a larger number of people. This, in turn, helped to boost sales and increase market share. This exposure helps to reinforce the message that Apple products are quality products. Finally, one of the key aspects of the Apple brand’s narrative is its focus on innovation. The company is known for its innovative products, and this message is communicated through its products and marketing materials. Products are often designed with new technologies in mind, and the company emphasizes this message by using a number of different marketing techniques. For example, Apple often releases new versions of its products with new features or enhancements, which helps to keep consumers interested in its products.
These aspects, which are simplicity, quality, and innovation, help create an image of the Apple brand that resonates with consumers. They want easy-to-use products that don’t require much knowledge or effort, and they appreciate high-quality products that are reliable and durable. And they want innovative products that offer new features or enhancements to keep them interested. These elements combine to create an image of the Apple brand as a quality product provider that appeals to consumers’ desires for simplicity, quality, and innovation. The Apple brand has been successful because it has created an image that resonates with consumers.
Apple’s marketing efforts are focused on reinforcing this image through various methods, including releasing new versions of its products with new features or enhancements, developing unique marketing campaigns, and creating an iconic brand image. All of these efforts help to create an image of the Apple brand that resonates with consumers and drives sales. Apple is often cited as one of the most successful brands in the world. Under new features or enhancements, Apple released new versions of its products, for example, the iPhone 6 and 6S, which have a more advanced camera system, while the iPhone SE has a cheaper price tag and reduced features. One way Apple has maintained its iconic brand image is by developing unique marketing campaigns. For example, the “Think Different” campaign promoted innovation and change within the business world. The ads featured celebrities such as Steve Jobs and Bill Gates proclaiming that Apple was different and that its products were the best in the industry.
Conclusion
Emotional labor and emotional branding are essential for the success of the Apple brand because they create a sense of connection between customers and the company, enhancing trust and encouraging loyalty, but both should be utilized optimally. Apple Brand’s emotional labor is necessary for the company to maintain a strong brand image and create positive customer experiences. To provide the highest customer service possible, employees must be on their best behavior. This includes attentiveness to customers’ needs, providing helpful information, and being pleasant and engaging.
Employees must take pride in their work and show sincere appreciation toward customers. By creating a positive environment, Apple can ensure that its customers remain loyal supporters. Overall, emotional labor is necessary for the Apple Brand, and employees must put in extra effort to provide excellent service. Apple is known for its high-quality products and innovative technologies. As a result, their emotional branding has helped them maintain a strong reputation and remain one of the most popular brands in the world. Their focus on design, technology, and customer satisfaction has contributed to their success. In addition, their social media presence is particularly effective in promoting their brand message to a global audience. Apple’s emotional branding is highly successful and contributes to its overall market dominance. Consequently, they should continue to focus on this area to maintain their lead over their competitors.
References
Bedre-Defolie, Z., & Nitsche, R. (2020). When Do Markets Tip? An Overview and Some Insights for Policy†. Journal of European Competition Law &Amp; Practice, 11(10), 610–622.
Lee, S., & Goldblatt, J. (2020). Special Events: The Brave New World for Bolder and Better Live Events. John Wiley & Sons. Web.
Malfona, L. (2018). The Apple Case. Architecture, Global Market, and Information Technology in the Digital Age. Ardeth, 3, 53.
One of the Greatest Speeches Ever | Steve Jobs [Video]. (2021). YouTube.
Yie, C. E., Zhi, C. E., & Ping, N. T. S. (2021). A Critical Analysis of Internal and External Environment: Case Study of Apple Inc. Journal of International Business and Management, 4(10), 01-14.