The Factors That Affect Apple Brand Strategy Essay

The Factors That Affect Apple Brand Strategy - Essay Example The paper will then throw light on the Research Questions and Hypotheses as formulated by an author, based on which entire research process is conducted. The next sections will be about Literature Review in which contributions of theorists will be critically reviewed. The research moves on with a Case Study on Apple Incorporation after which the author will discuss appropriate findings and analyze the scope of Research Questions. Finally, the paper will discuss Research Limitations, Suggestions / Recommendations to strategic planners of Apple Company and will end this research project by providing conclusions, which will be drawn from the current use of brand strategies, their scope, and workability in future. This last section will also discuss if any advancements may take place in branding and marketing of consumer products because of digitalization, universalization, and internationalization in upcoming years. The globalization of world in the 1990s after the advent of internet followed by advancements and developments in Information and Communication Technology (ICT) has created unlimited business opportunities for people across the globe. Indeed, the trade among nations has increased drastically in last two decades because of availability of better communication and networking infrastructure that in turn facilitates profit-maximizing enterprises to initiate new ventures in domestic and foreign markets. In addition, the international community has also opted to eliminate barriers to trade and commerce through international agreements such as GATT, NAFTA (North American Free Trade Agreement) and WTO (World Trade Organisation). Indeed, these free trade agreements and rationalization of custom and import duties were an attempt to create new employment for citizens and provide maximum investment opportunities to their businesses.