Question

• Why the same company, Apple, sits at the top of both lists. How has this company used branding and positioning strategy to achieve this result? Then, explain how Wells Fargo can have a very high brand valuation, but a very low corporate reputation score.

Answer 1

Apple is top of the list because of bellow reasons:

1. Innovative product line.

2. Finest edging and design

3. Zero percent virus attack and zero percent hang or heating issue

4. Fast processor

5.quick response team,

6. Automatic bugs free systems.

7. Very strict security system available

Branding /Positioning :

Branding : Products unique features , Product mac community overall basis., Brand identity with "i",Simple and customer friendly technology, Ensured a very farm brand value and brand identity in overall process.

Positioning: They always identify high valued product category. Apple brand is basically designed for high class people. Their target customers are all high class and higher income group.

Reputation is basically depends upon the relationship building across country. But they have cross-selling scandle here. so that reputation reduced. They are facing very high value reputational crisis