Brand Image: Take Apple as an Example to Study the Future Trend of Brand Image
|Course||Art of Design|
|Keywords||brand brand image product placement|
Brand represents an image of a corporation. In other words, brand image isbecoming a significant factor that be concerned more and more in recent years. Indefinition, brand is becoming a representation of the product, culture, service, andvalue of a corporation. When designers research and study a product, they actuallystudying the brand instead. In the meantime, since an increasing number of customersconsider brand as a factor for purchasing, how to advertise and broadcast the image ofa brand becomes a problem that manufacturers and managers would consider first intheir company plan. Pardun and McKee(2000) explored that product placement as aneffective marketing communication tool is taking an increasingly significant role intoday’s market. However, as product placements are overly used in many approachesand different circumstances,customers and potential consumers have already had anegative impression and feelings for this advertising tool. In recent studies of productplacements, experts and advertisers realised that the effectiveness of product placementis declining (Brennan et al,1999), and an increasing number of audiences havenegative attitudes and evaluations toward product placements in films.In thisbackground, Apple designed and created a new modality for product placements todisplay its products in an effective way. This new modality appeared in the sciencefiction movie of Pixar named Wall-E, the representation of the new modality is thewhite robot Eve, one of the two main characters inside that film. In this essay, thereasons why Apple chose to change its modality of product placements will bediscussed, and followed by an analysis of whether or not this new modality willsucceed in the future.