Communications Audits: Apple Inc.
The success of any brand is much dependent on the kind of communication channels used to advertise, promote and market the brand, (Luxton, et.al., 2015). Each brand desires to have effective communication systems that relay the intended message to all the stakeholders. To determine the effectiveness of the communication channels, a communications audit is necessary. This kind of audit evaluates how well a certain brand receives and disseminates information to various audiences in both an internal and external setting. The audit process identifies the strengths and weaknesses of a brand’s communication channels. This paper focuses on evaluating the communication vehicles used by Apple to promote business.
The main vehicle through which Apple Inc. relays information both internally and externally is the official company website. The website is well designed to portray the brand and capture the attention of its audience. The website is not only meant for the Brand’s official communication but also advertising the products. The website incorporates links to external sites customized to cater to specific needs by the users, (Kupec, 2016). The display colors are nothing but attractive: expressing the Brand’s sophisticated designs. The brand also makes use of emails, memes and official letters to communicate internally and externally. This enhances the communication process within the company, and also with its market.
However, there is a limitation of free communication among employees within the company. The brand restricts its employees to some communications policies within the company premises. This could be detrimental to the brand’s aspiration as a transparent company. In conclusion, Apple’s communication channels are well designed to promote, advertise and market the brand. The success of the brand can be attributed to the well-structured communications system both within and outside the company, (Giachetti, 2018). Effective communication is a major factor that ensures the Brand’s success.
References:
Giachetti, C. (2018). Explaining Apple’s iPhone Success in the Mobile Phone Industry: The Creation of a New Market Space. In Smartphone Start-ups (pp. 9-48). Palgrave Macmillan, Cham.
Kupec, V. (2016). MARKETING COMMUNICATION AND AUDITOR'S BRAND. Marketing Identity, 4(1/2), 445-453.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46.
Question:
· Then, review your group member’s posts and discuss the following as a group: What do you notice? How consistent are the communications? What could the brand have done better?