Why Apple Has Mastered the Art of Online Brand Management

Apple, as one of the big four tech companies in the world, today, it is a brand everyone knows. How did they achieve these- good brand reputation, high profits, and more loyal customers? I believe it is closely related to their online brand management capabilities.  We can learn a lot from Apple’s online brand management, so I will illustrate and explain why Apple has mastered the art of this management skill below.

First, here are some keywords for Apple- iPhone; Airpods; IOS; Apple pay; Discount. iPhone is the most profitable product for Apple, so Apple should pay attention to this product more than other products. And because Apple released the newest Airpods recently, so it is important for Apple to collect the reviews and feedbacks.  IOS system is the differential for Apple, the developing of the IOS system decide the future and development of Apple. And, Apple pay is a controversial payment method and it has not been fully accepted by the public, so Apple needs to care about it. Finally, the discount is the information that potential customers most interested in. I think these keywords that I listed are important to Apple. The sales, reputation, and future of Apple are related to these. 

In my mind, I do not think a good company should try to hide negative information online.

Hide =Lie! 

I think companies can explain or rebut if the negative information is unreal. And they can apologize and correct if they really did something wrong. Customers are not ruthless, they would like to give a chance for the business that made mistakes before but sincerely apologize and correct in time is necessary. 

Put ourselves as customers think, do we want companies to hide the negative information no matter it is real or fake? 

This is the age of information transparency, who can promise he can hide the information ever? The negative information will be exposed one day, after that, how the public keep to trust your company? Your business will be over on that day cause no one likes a liar.

Finally, I think Apple can get today’s achievements because its online management team understands how to monitor brand reputation online and how to respond to the negative information about Apple.  

According to my research, I find Apple always respond to the negative information in time, and provide a good and persuasive explanation or apologies and make timely adjustments to this. For example, we can find when Apple updates the ios system, it always has some bugs, but Apple never hide it, they just tell customers to pay attention to these bugs and they will fix bugs in the next version. And when people doubt Apple has the users’ privacy problem as Google, Apple issue a statement and provide effective evidence to prove their innocence. 

All of these can show why Apple has mastered the art of online brand management and as one of the best tech companies. 

References

“Chapter 11: Online Reputation Management (ORM) ” Digital Marketing Essentials, by Jeff Larson and Stuart Draper, Publishing by Edify, 2018.

 “Brand Management Tips from 50 Expert Resources.” MerlinOne, 7 Aug. 2019, https://merlinone.com/brand-management-tips/.

5 Trends in Online Reputation Management in 2019. (2019, February 8). Retrieved from https://boast.io/5-trends-in-online-reputation-management-in-2019/.

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