iPhone and apps (the brand management and marketing aspects of Apple’s iPhone and associated applications software (“apps”))

Citation

(2011), "iPhone and apps (the brand management and marketing aspects of Apple’s iPhone and associated applications software (“apps”))", Strategic Direction, Vol. 27 No. 3. https://doi.org/10.1108/sd.2011.05627cad.007

iPhone and apps (the brand management and marketing aspects of Apple’s iPhone and associated applications software (“apps”))

Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 3

Reviews the brand management and marketing aspects of Apple’s iPhone and associated applications software (“apps”) from the viewpoint of the key trends involved in the marketing of these products, notably: the changing consumer trends, where research by Nielsen indicates that, of 4,200 mobile phone owners surveyed, 21% had downloaded an app in the previous 30 days; the growth of the “app economy”, where the apps downloaded in 2009 earned over 4 billion US dollars; and the conducting of brand campaigns on the iPhone where, as a piece of branded entertainment, lager brand Carling created the “iPint” app, the most downloaded free app of 2008, and US camping store Coleman attracted younger users by creating two successful iPhone apps (“Coleman Lantern”, “Creepy Campfire Tales”). Concludes with a list of further reading on mobile advertisingArticle type: Viewpoint ISSN: 0001-8295 Reference: B420

Keywords: Advertising, Advertising effectiveness, Advertising media, Advertising research, Brand management, Computer software, Internet marketing, Marketing communications, Marketing strategy, Mobile telephones, Product information, Strategic marketing