Implementing A New Idea Into The Market Through The Critical Competency Of Drive Essay

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This paper explores the process of branding a new idea into the market through the critical competency of drive. This critical competency comprises of brand management concepts that are discussed in the paper in line with the product branding idea. Accordingly, focusing on Apple Incorporation, the paper provides a step-by-step thought process behind branding a product idea using the concepts of drive as described by Wheeler and Katz (2011).
Overview of Apple Company
Apple Incorporation has grown bigger than ever as has pushed its way into the third position among Fortune 500 companies. The company uses the Apple brand to compete across many highly competitive markets. The brand has evolved through the expansion of its range of products and services. It started with desktop computers in the late 1970s, then moved to laptops in the 1990s. The company took over 20 years before expanding into its first major product area through the launch of the iPod in 2001, followed by iPhone in 2007, iPad in 2010, then Apple Watch and Apple Pay in 2014.
During the initial years, Apple’s brand was quite a challenger as it introduced easy to use computers to consumers and small businesses in a manner that met their specific needs, individuality, and style, rather than technical mandates and conformity of big business. Whereas the brand has evolved over the years, today’s brand still focuses on the company’s initial promises.
Competencies of Branding a Product Idea
Wheeler and Katz describe

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