Othello Shakespeare vs. Parker Essay - 615 Words

Othello: Shakespeare vs. Parker To create an adaptation of a literary work is not an easy task, especially if it is a classic work by man named Shakespeare. Today movies are expected to be packed with drama, action, and sex. True, Othello contains all of these, but it certainly isnt a blockbuster by todays standards. When Shakespeare wrote Othello, viewing the play was an event in itself, not an hour and a half thrill ride that todays viewer have come to expect. This was Parkers dilemma, to create a concise adaptation that could hold its viewers. Still, with revisions and scene cuts Parkers film still runs a little over two hours. There many drawbacks to cutting scenes from an original work, one is loss of cohesion. There are†¦show more content†¦The reader is intended to relate to Othellos universal feelings of jealousy and betrayal, yet simultaneously be left with a feeling of justice when he finally meets his demise. This theme is most obvious in the case of Othello, but is certainly not exclusive to him. Another example of this altered theme can be illustrated through a brief look at Iagos character. While Iago is manipulative and cunning he plays far to involved and plays more of a role in Othellos downfall than Shakespeare intended. Parker portrays Iago as an almost demonic being capable of taking down any man, which minimizes the flaws in all the characters namely Othello. Again, Shakespeares design in which Othello himself is responsible for his own downfall is lost. Othello, as is true for all characters in the original text, is plagued by a devastating character flaw that consumes and kills. The reader in Shakespeares original text is meant to be left with a feeling that each character received there just deserves. Parkers movie on the other hand, leads the viewer to believe that everyone, especially Othello, is a victim of Iagos treachery. Viewers of Parkers film are given a Tarantinoesque ending where everyone dies for nothing. Most of the story remains intact, but for the reasons behind different characters downfall. In my opinion Shakespeare intended for each characters downfall to be of his own making. EachShow MoreRelated A Marxist Reading of Shakespeares Coriolanus Essay examples2243 Words   |  9 PagesA Marxist Reading of Coriolanus      Ã‚  Ã‚   One popular dissecting instrument of any Shakespearean character is the modern tool of psychoanalysis. Many of Shakespeares great tragic heroes-Macbeth, Hamlet, King Lear, and Othello, to name a few-have all been understood by this method of plying back and interpreting the layers of motivation and desire that constitute every individual. Add to this list Shakespeares Roman warrior Coriolanus. His strong maternal ties coupled with his aggressive and intractable

Events in Animal Farm by Geroge Ordwell Essay - 513 Words

Animal Farm 1. The general purpose of the seven commandme nts is not to govern Animal Farm justly, as it seems to the animals, but to be propaganda to make Animalism appealing. For instance, the first comma ndment, â€Å"Whatever goes on two legs is an enemy,† does not do anything for the animals themselves, but only demonizes man because he is the enemy of Animalism. By demonizing man, Animalism appeals to the animals’ resentment toward man. It also makes its alternative, being ruled by man, look far worse than itself, so that, despite the obvious faults of Animalism, no one will abandon it. The second commandment, â€Å"Whateve r goes on four legs, or has wings, is a friend,† serves to create an enticing se nse of unity and†¦show more content†¦Firstly, he attributes complex problems such as hunger and overwork to unbelievably simple causes, while complex problems almost always have complex causes. Sec ondly, Old Major is denying man’s role in God’s creation. God made man the lord ove r creation to use it with wisdom and reverence for his survival and well-being. If one man abuses his position like Mr. Jones, that does not make all men the enem ies of Nature. Old Major is also assuming that man is inherently evil. However, man has free will to make the choice to be good or evil. If man does evil deeds, it is only because he has made that choice, not because he was evil from the beginning. Finally, Ol d Major is implying that a single group, the animals, is free from guilt. This is unt rue because all are capable of sin and this becomes obvious later in the book. Thus, Ol d Major’s statements against humans are most definitely igno rant and naà ¯ve. 4. The Battle of Cowshed was a very exciting event in Animal Farm . It began when Mr. Jones and some other men came up the lane, l eading to the farm so that they could recapture it. Snowball led the defense agains t these invading humans. He first sent out the ducks and geese to peck at the men’s le gs, but the birds were easily driven back. Then Snowball decided to wait until the an imals could rush upon the humans in a surprise attack. After the men entered th e farm, Snowball allowed the humans to go as far as the

Unit 203 Free Essays

Unit 203 Outcome 1: understand the importance of equality and inclusion 1. 1 explain what is meant by: * diversity * equality * inclusion * discrimination DIVERSITY means difference. When it is used together with EQUALITY it means recognizing both individual and group differences, it means treating everyone as an individual and giving value to each and every person. We will write a custom essay sample on Unit 203 or any similar topic only for you Order Now Diversity means allowing people to be different and respecting these differences. In care industry the carer might need to challenge others if necessary and speak up for the individuals they support, who cannot speak for themselves. INCLUSION is the right of every human to have equal access and opportunities, regardless their race, gender, disability, medical or other need, culture, age, religion and sexual orientation. It is about getting rid of discrimination and intolerance. DISCRIMINATION is a preconceived attitude towards the members of a particular group that leads to less favorable or bad treatment of those persons. This kind of attitude is often resistant to change even in the light of new information. 1. describe ways in which discrimination may deliberately or inadvertently occur in the work setting Direct discrimination may happen when individuals are treated less favorable or when they are given lower standard of services because of their gender, race, ethnicity, culture, disability, religion, sexuality, mental health or age. The carer must be aware of its own prejudices and make sure that the support they give is not provided at different standards for certain categories. Indirect discrimination tak es place when a rule or policy is more restrictive for people from a certain group, when it should be applied equally to everybody. For example a council procedure for homeless people made only in English would put people whose first language is not English in difficulty, which is an unfair disadvantage and could be taken as indirect discrimination. If the council has a good reason for having a particular policy in place (eg. For health or safety reasons) this would not be consider indirect discrimination. Harassment can take place because of people’s prejudices or because individuals believe it is acceptable to tease people or tell racist jokes. This creates an unpleasant environment where an individual can feel degraded. Victimization takes place when someone is treated less favorable because of doing something that another person disapproves (eg. Someone being treated less favorable because they complained about a service). The care worker duty is to make sure they understand what might be considered as discrimination and to raise any concerns with their supervisor/ manager on behalf of the individuals they support. 1. 3 explain how practices that support equality and inclusion reduce the likelihood of discrimination In providing care and support too individuals, it is our duty to be able to respond appropriately and sensitively to everyone we interact with. The way a person approach equality and inclusion shows whether she/ he is able to provide care and support. A way in which employers have responded to the issue of diversity was to develop flexibility in their working practices and services (eg. Employer may allow flexible working pattern to accommodate child care or a GP surgery may offer services during weekends for people that work full time during the week). So a commitment to equality in addition to recognition of diversity means that different can be equal. It is important that employers and their representatives behave ethically and lead by example. The UK framework has 2 elements to it: anti-discriminatory framework gives individuals a route to raise complains of discrimination around employment and service delivery and public duties which place a proactive duty on employers to address institutional discrimination. The anti-discriminatory framework protects gender, ethnicity, disability, sexuality, religion, age. Public bodies including local authorities, education, police forces, and national health services are bound to z number of duties. The implementation of public duties will identify and address institutional discrimination. Each of the public duties requires employers to: * produce an equality scheme * carry out impact assessments on their functions, policies and practices * carry out equalities monitoring and take action to redress any imbalance * publish the results of any work undertaken Outcome 2: Be able to work in an inclusive way 2. 1 identify which legislation and codes of practice relating to equality, diversity and discrimination apply to own role The Equality Act 2010 ensures consistency in what work places need to do to comply with the law and make working environments fair. The purposes of the Equality Act are: * establish the Commission for Equality and Human Rights * make discrimination unlawful * create a duty on public authorities to promote equality of opportunity between men and women and the prevention of sex discrimination The new Act aims to protect disabled people, prevent disability discrimination and also strengthen particular aspects of equality law. The Act provides legal rights for disabled people in the area of: * employment * education * access to goods, services and facilities including larger private clubs and land based transport services * buying and renting land or property functions of public bodies The Equality Act covers the same groups that were protected by existing equality legislation- age, disability, gender reassignment, race, religion or belief, sex, sexual orientation, marriage or civil partnership, and pregnancy and maternity- but now extends some protections to groups not previously covered (e. g. care workers or paren ts of a disabled person). It provides rights for people not to be directly discriminated against or harassed because they have an association with a disabled person, or because they are wrongly perceived to be disabled. The main Acts incorporated into the Equality Act 2010 are: * The Disability Discrimination Act 2005- about removing the discrimination that disabled people experience. It gives them rights in employment, education, access to goods, facilities and services, buying or renting land or property, function of public bodies. * The Equal Pay Act 1970- stops employers to discriminate between men and women by paying them differently and providing different employment terms and conditions if they are doing: the same or similar work, work rated as equivalent in a job evaluation scheme, work of equal value. The Sex Discrimination Act 1975 and amendments 1982, and 1999- make unlawful the discrimination on grounds of sex, marital status or gender reassignment. It applies when recruiting and when deciding what terms and conditions should be offered to an employee as well as when decisions are made about who should be promoted, transferred or receive training as well as to any decisions about termina ting someone’s employment. The Race Relations Act 1976 and amendments 2000, 2003- which gives public authorities a statutory duty to promote race equality. The aim is to make promoting race equality central to the way public authorities public authorities work, and says they must: eliminate unlawful racial discrimination and promote equality of opportunity and good relations between people of different racial groups. 2. show interaction with individuals that respects their beliefs, culture, values and preferences in order to be sure that a care worker’s work is inclusive and respectful of other people’s social identity, they need to: * recognize that they need to treat everyone they care and support as individuals and respond to them, and their social identity, in an individual manner * Understand that treating people fairly does not mean treating people in the same way. They need to recognize difference and respond appropriately * Respect all individuals they support regardless of their social identity * Try to increase their knowledge and understanding of aspects of social identity that might be different from their own * Avoid stereotyping or making assumptions about individuals based on their social identity * Recognize that their own social identity may impact on individuals in different ways * Avoid using inappropriate and disrespectful language relating to social identity 2. 3 describe how to challenge discrimination in a way that encourages hange If discrimination is challenged effectively, future incidents of discrimination can be prevented, as well as empowering individuals to understand their rights. The care worker should: * Always act fairly and try to see things from the other person’s point of view, considering that there could be different pressures, needs and cultures. * Always use positive language and never use words or phra ses that could be disrespectful towards another person * Not allow prejudices and stereotyping to influence them and not accept any tupe of discriminatory behavior Outcome 3: Know how to access information, advice and about diversity, equality and inclusion 3. 1 identify a range of sources of information, advice and support about diversity, equality and inclusion http://www. equalityhumanrights. com/ gives information about the Equality and Human Rights Commission which was created to challenge discrimination and promote equality and human rights http://www. scie. org. uk/socialcaretv/search. asp? uery=diversity gives information about working with lesbian, gay, bisexual and transgendered people with different needs of support https://www. direct. gov. uk/ gives information and guidelines about public services Employer’s policy and procedures regarding equality and diversity 3. 2 describe how and when to access information, advice and support about diversity, equality and inclusion Any belief that someone is a victim of discrimination has to be reported immediately to the manager or supervisor. If a care worker feels that he/ she is a victim of discrimination, they should as well report it straight away to the manager or supervisor. Also a more senior or different manager can be contacted if there is a suspicion that the direct manager or supervisor might be involved. The human resources team is usually qualified to give advice and support on this matter. Support can also be found to a Trade Union if the care worker is a member or to Advisory, Conciliation and Arbitration Service (www. acas. org. uk). How to cite Unit 203, Papers

Journal Of The Academy Of Marketing Science-Myassignmenthelp.Com

Question: Discuss About The Journal Of The Academy Of Marketing Science? Answer: Introduction The marketing strategy of a company is inclusive of the marketing goals which are being integrated into the comprehensive marketing plan. It is imperative to formulate a sound marketing strategy which would be based on the market research as well as focus on the product mix of the firm (Menon et al. 2015). This would ensure the maximum profitability as well as sustainability in the business scenario. The marketing strategy is one of the most fundamental tactics of the organizations in gaining competitive advantage (Armstrong et al. 2015). The marketing strategy of a company is inclusive of the decisions based on the initial condition of the company and the evaluation of the different market orientation strategies of the company. The marketing strategies of a company are inclusive of the different activities that are undertaken by the company such as search engine marketing, pay per click, public relations and others (Hanssens, Rust and Srivastava 2013). The development of the marketi ng strategy is based on the analysis of the external as well as internal environment of the organization. Apple is considered as the largest brand in the history of the technology industry (in terms of revenue generated and the ranking of the brand) (Bonk 2015). The company has gradually evolved over the years and has incorporated breathtaking technology in their products. The company enjoys a dedicated target market in which the customers are usually loyal to the company (Menon et al. 2015). The loyal customers of Apple are not willing to switch over the company and hence the company has created a niche market for itself (Okonkwo 2016). Apple has displayed dedication in incorporating innovation in their product range so that they can satisfy the target market. The brand also makes it a point to keep updated about the latest technologies and choose its markets carefully so that they can make significant contribution in them. This research would try to explore the marketing strategy of Apple in the current business environment. The various aspects of the company would be defined and the purpose of the study would be defined. An in-depth literature review would be done, which would be followed by the research methodology. The ethical issues of the research would be highlighted. The research is expected to gain insights into the present marketing strategies of the firm. Background of Apple Company Apple is one of the most renowned companies of the world, which is headquartered in California, United States of America (Apple 2017). The company is responsible for designing, developing as well as selling of the computer software, electronics and other online services. The hardware products of the company include the iPad tablet computer, iPhone smartphone, iPod portable media player and Apple TV digital media player (Menon et al. 2015). The consumer software products of the company include iOS operating systems, macOS, iWork creativity, Mac App Stores, Apple Music and iCloud. The main product of Apple includes consumer electronics, computer hardware, computer software, semiconductors, fables silicon design and others (Menon et al. 2015). The operating income of the company includes US$ 60.024 billion in the year 2016 and the net income includes US$ 45.687 billion (Apple 2017). The electronic gadgets are considered to be small machines that are capable of doing particular functions, which serve a wide variety of purposes (Sreekanth 2016). The gadgets are considered as the computer programs which give services without depending on any external applications which need to be launched for each one. These kinds of electronic equipment run on the environment which have the ability to manage multiple gadgets. The founders of Apple Inc include Steve Jobs, Steve Wozniak and Ronald Wayne in the year 1976 (Apple 2017). The first product of the company was Apple I, which was sold as the motherboard (RAM, CPU and various video-textual chips). Apple Computer Inc was founded in the year 1977 and the company gained funding through the donations made by the multimillionaire Mike Markkula. The first five years of the company witnessed exponential growth and it doubled after every four months (Apple 2017). After the year 1970, Jobs realized that the future computers would be having unique features such as Graphical User Interface (GUI) (Apple 2017).Apple also engaged in the development of the alternative platforms such as A/UX. The company also allied with Motorola and IBM in the year 1994 with the goal of the creation of the new computing platform) (Apple 2017). There was subsequent success with the Macintosh, which was followed by the PowerBook series. There was a return of profitability of the company from the year 1997 to the year 2007. On the year 1998, Apple was introduced a brand new All-in-one computer known as iMac (Apple 2017). The company engaged in various acquisitions so that digital production software can be created. The 2007-2011 phases were mostly characterized by the success of the mobile phone devices by the company (Apple 2017). Purpose of Study The purpose of the study is to explore, understand, identify and evaluate the marketing strategy adopted by Apple Inc. The marketing strategy of the common is responsible for greater sales of the company since it increases the visibility among the target audience (Apple 2017). This activity is directly responsible for increasing the sales of the company. This study would explore the marketing strategy of Apple in detail and find out it effectiveness in the pre-determined target market. Apple is considered as the most admired company and is considered as the number one company among the world. Apple has built their brand with the help of consistent design and value-added features. The company is being perceived as reliable, powerful and intuitive, which has led to the dedicated niche market of the company (Apple 2017). The brand is known for status symbol of upper middle class and the affluent class, due to which it is considered as one of the top brands. This project would strive to understand why the brand is considered as the number one brand in the world. This project would also the innovation and the brand value of Apple in the global market. The company is considered as the most valuable company in terms of sales and revenue. It is important to consider the innovation component of the company and the respective position of the company in the market. This project would strive the distinctive, specific and brand value of one of the biggest companies. The innovation and the brand value of Apple would be analyzed with the help of customer satisfaction rates. The customer feedback would also be studied which would help in the determination of the brand value of the company. Literature Review As defined by Bhattacharya (2016), the marketing strategy of a company is defined as the various tactics for achieving the overall business objectives and reaching out to more number of audiences. The value proposition of the company needs to be embedded in the marketing strategy of the firm. The marketing strategy concerns the marketing plan, which details out the type and the time of the various marketing activities. There are various other components of the marketing plan such as information on the target customers, important marketing messages and the execution of the marketing plan. The marketing plan should be creative and should communicate the key message of the company well. The findings of Winston and Weinstein (2016) reveal that there are three distinct target market of Apple that are being increasingly limited to three main areas. The first class of the target market includes the music lovers, who are addicted to the iTunes and iPod. The second class of target market includes the teenagers and the working professionals who are fascinated by the high-end gadgets by the company. The gadgets such as Macbook, Tablets and other gadgets can be used by any customers, irrespective of their ages (Apple 2017). The third category of the target market is concerned with the usage of the other products of Apple such as Apple TV and Apple iWatch (Apple 2017). Despite all the different segregations of the target market, the company aims the higher middle class and the affluent class who are ready to purchase luxury products. The company aims to design the best personal computers of the world and bring a digital revolution by its innovative products. Kim and Mauborgne (2014) opined that reinvented the phones so that the future of the mobile media as well as computing devices can be defined well. Apple focusses on the innovation component of the product development and they incorporate innovative technologies in their products. This is done by a high level of collaboration among the different business entities of the group. According to Wagner III and Hollenbeck (2014), Apple has several competitive advantages which makes it one of the favorite products in the market. It has superior technology products like the superior operating system used in Mac book or the iWatch (Apple 2017). The company has high degree of technology infusion in its products such as retina scan and iris scan in their smartphones. There is a high degree of brand equity in which the company retains its top position in the market. There is an increasing growth of revenue of the company and it has high profit margins owing to the high prices of the products. One of the most important activities of the company include that it spent heavily on the R D activities, which makes them to focus on the emerging, future technologies rather than the current ones (Apple 2017). Wei, Samiee and Lee (2014) argues that at present the product strategy is present at the core of the marketing strategy of Apple. The products of the company are user friendly and they are also considered as highly intuitive as compared to the other competitors. The simple, uniform and sturdy design of the electronic gadgets of the company is being done to attract a high number of customers (Apple 2017). The products of the company give premium user kind experience through the application of design considerations and advanced features (Wei, Samiee and Lee 2014). The company is known for the implementation of the proactive as well as retroactive approach, which is embedded in the product strategy of the firm (Peppard and Ward 2016). The company engages in the development of the products, which is based on the existing features of products of the close rivals (Wei, Samiee and Lee 2014). The company aims by improving the undesirable characteristics as well as integration of the differen tiating features. The results of these strategies are that they appear innovative and new (while being recognizable and familiar). According to Ryan (2016), the extensive as well as controlled portfolio of Apple is responsible for the creation of unique as well as uniform consumer experience and product usability. For example, the sleek body of the MacBook signals a sense of uniformity. The user interface of the electronic gadgets incorporates the same design and functional principles that revolve around the factor of simplicity (Wei, Samiee and Lee 2014). Apple now has a pool of loyal consumers who are not ready to switch to other brands. Pinson and Brosdahl (2014) agrees to the fact that the products of Apple are pretty expensive when there is a comparison with other similar brands. An Apple smartphone is far more expensive than the conventional Android phones (Wei, Samiee and Lee 2014). This similar logic is also applicable for MacBook series where it is far expensive than ordinary Windows laptops. Apple has adopted the premium pricing strategy by believing in the fact that the higher price would make the audience perceive that the products offered by the company are premium quality (Menzel 2013). The high price strategy is included in the marketing strategy of Apple, which has helped the company to promote as well as maintain a favorable perception among the target audience (Wei, Samiee and Lee 2014). There are customers who are in the belief that the higher price products have exceptionally high product features. This is the reason that the products of the company are superiorly positioned in the minds of the cons umers though premium pricing strategy. As argued by Vigneron and Johnson (2017), the luxury has a psychological association with premium pricing level. The customers are willing to pay extra so that they can get a part of the status symbol and they can have a sense of indulgence. It is imperative that the company is providing adequate features in their gadgets, which is justifiable for the prices they are charging (Wei, Samiee and Lee 2014). The product strategy is concerned with providing premium user experience and this is done by the help of design considerations. As commented by Grhan-Canli, Hayran and Sarial-Abi (2016), the pricing strategy of Apple is aimed for maintaining the high brand image of the company and this would also make the consumers perceive that they are making value added purchases (Wei, Samiee and Lee 2014). Another aim of this pricing strategy is that the companys products are capable of attracting small market share, which typically comprises of the upper classes and the middle classes. The high profit margins of the company help it to maintain its high profit margin (Wei, Samiee and Lee 2014). As argued by Rosenzweig (2014), Apple tries to create Halo Effect, in which the loyal customers of the company wait for the latest versions of the technological gadgets. Apples premium price strategy is aimed at increasing the profit margins of the company rather than increasing the market share of the firm (Rosenzweig 2014). This also enables the company to offer limited number of products to the customers at a point of time. As argued by Stiglitz and Rosengard (2015), the company aims to increase the market demands of the products through the use of product differentiation, an act by which the companies give attractive and unique products to the consumers. Despite of the high cost of the products, Apple is successful in creating high demands for their products by the creation of different features and innovative advertising campaigns (Rosenzweig 2014). The company is successful in creating an artificial entry barrier to the competitors. Apple is involved in the selling as well as reselling of the products to the third-party products in almost all major markets. There are direct sales to the consumers, online stores, indirect distribution channels and the various third party cellular network options (Stiglitz and Rosengard 2015). The company uses one retail strategy known as minimum advertised price which prohibit the dealers and the resellers from advertising the companys products below a particular minimum price (Rosenzweig 2014). The minimum advertised price is usually enforced with the help of marketing subsidiaries, which is being offered by a manufacturer to the various resellers. Apple is successful in maintaining the popularity of its high-priced products through the tapping in the offerings of the retails such as Wal-Mart (Wilson and Wilson 2017). The small percentage of the savings which is provided by the marginal wholesale discount is balanced by Apple as it provides monetary incentives to the retailers f or selling the goods at pre-determined prices being set by the company (Stiglitz and Rosengard 2015). The pricing strategy of the company has been successful as it prevents the retailers from competing directly with the own stores of Apple and it also makes sure that no particular reseller is able to gain an advantage over that of another. This way Apple is being able to make more money as a result of direct sales. As opined by Moriarty et al. (2014), Apple keeps minimal budget for their advertising purposes. Apple engages in advertising in broadcast and print media on occasional basis. It also engages in the rare production of content for the purpose of social media and another online media distribution. The consumers are exposed to the different traditional media, in which the customers are exposed to the different advertisements in an emotional manner, which would make the customers think about the company (Stiglitz and Rosengard 2015). The marketing mixs promotion component of Apple comprises of the advertising, sales promotion, public relations and personal selling. As argued by O'guinn et al. (2014), the advertising function is done through the help of website of the company and Apple Stores. The advertising function is also done through the help of other technology news sites. Apple also uses the personal selling approach to give product related information to the customers who are convi nced to visit the Apple store for making purchases (Stiglitz and Rosengard 2015). The Apple stores are also characterized by the sales promotions, which gives attractive offers to the customers. For example, the company provided old smart phones at discounted prices when there is purchase of more expensive product. The company also uses public relations activities to improve their corporate image (Stiglitz and Rosengard 2015). Apple carefully implements the new product releases, interviews and the product features and they optimize them carefully for making the maximum positive publicity. According to Moriarty et al. (2014), Apple is successful in creating an emotional attachment with their customers. The brand understands the preferences and the likings of the upper middle class and the affluent class, which has led to the increased popularity of the brand. Apple is successful in creating a humanistic and realistic corporate culture, which is being supported by strong corporate ethics (Moriarty et al. 2014). It is an ethical organization which has the least number of instances of unethical activities. It has implemented technology in a judicious manner and they have also engaged in several corporate social responsibilities. Gopinath and Stanyek (2014) commented that Apple has unique visual capability and it has strong verbal vocabulary, which has led to the increased popularity of the brand. It has clear advertising and excellent product design, which has made it one of the popular brands of the modern times (Gopinath and Stanyek 2014). The products of the company as well as advertisements are clearly recognizable in the global marketplace. The company is successful in the creation of a successful connection with the customers (Gopinath and Stanyek 2014). It has also successfully built upon the trust of the consumers and the products are designed around the expectations of the target market. For example, Apple is successful in creating an emotional as well as sensory experience to the computing technology in iPod (Gopinath and Stanyek 2014). The design of the products are driven by the needs and wants of the people. The opinions of Wei, Samiee and Lee (2014) suggests that Apple is a powerful brand and it has gained sufficient large number of audiences in the global market. The innovative product base like iMac and iPod. The global presence of Apple can be attributed to the premium appeal of the brand (Stiglitz and Rosengard 2015). Apple is considered as the favorite brand of the celebrities, bureaucrats and the high society people where smartphones represents a status symbol. The company is able to create deep and lasting bonds with their customers (O'guinn et al. 2014). Apple is said to have combined design, imagination and innovation in their product range, which has made it one of the most loved brand in the global market (O'guinn et al. 2014). The experimental nature of the brand has also created a huge target market for the electronic gadgets. The logo of the company has gone through significant changes before it has been finalized to the present ones (Stiglitz and Rosengard 2015). Earlier, there was rainbow-hued nature of the Apple logo, which depicted that of a minimalist monochrome one. This logo was being loved by the audiences as it gave their laptops a colorful look (O'guinn et al. 2014). This was one of the strong tactics used in the advertising component. According to the views of the (Lindtner, Hertz and Dourish (2014), Apple is instrumental in shaping the innovation factor in their products. There is the presence of products, which are better than the products offered by Apple. However, the products of Apple have tremendous credibility as well as the customers are willing to pay an extra price for the products of the company (Stiglitz and Rosengard 2015). Apple is known for its innovative features in their products and the company is known for good ideas. The commitment of Apple is known for the cultural driven and not process related. Apple is able to stimulate new ideas for introducing new products, launch successful products, streamlining the design process and implementing profitable new innovative business processes (Culn and Kriger 2014). The company has constantly expanded into new product lines and their research team is constantly striving to incorporate new features in their product systems. For example, the innovative fea tures of S2 chip has been developed to deliver more lauded process improvements without having to sacrifice on the battery life of the Smartphone (Stiglitz and Rosengard 2015). The fact that the iPods is able to deliver dual music to the two individual wireless devices has been caused by the innovative process of programming that has been embedded in the W1 chips (Gopinath and Stanyek 2014). The company is able to improve the level of innovation in their products. As defined by Savitz (2013), Apple is one of the most reputed companies that has consistently enjoyed high brand value all over the years. There has been an overall increase of 10% of the brand value and the present value of the brand has been over 21% of the present value of the company (Forbes.com 2017). The brand is considered as the most valuable brand in the global market and it is estimated at about $154.1 billion in the year 2016 (Forbes.com 2017). Research Methodology It is important to conduct the research in a systematic manner so that the research goals can be verified. This would also help in the verifying the established facts in the earlier sections. The selected data collection process for this research would comprise of secondary research. This kind of research is concerned with the collection, collation as well as the extraction of the existing research (Neuman and Robson 2014). The secondary research is helpful in the preliminary stages and extract data about the existing research. This kind of research takes into account the data collected by the first party and then analyses the particular data set. Data Collection Method The secondary sources for this research would comprise of the newspapers, research papers, journals, magazines and other relevant. A significant amount of the data collection process would be done with the help of websites, which would provide relevant data about the different marketing strategies adopted by Apple Inc. The reputed websites such as Apple.com and Forbes.com would be used to perform this research. The focus would be given to the different marketing activities of the brand and which has helped them to retain their market position. A wide variety of international journals would be used to extract relevant data on the brand strategies adopted by Apple Inc. A wide number of publications would be used to explore the marketing mix of the concerned firm. The reputed magazines such as Business Insider, The Economist, Blommberg Businessweek would be used for the collection of recent updated data (). These magazines would help in the gathering of the recent marketing activities o f the company, which would help in the establishment of the marketing activities of the firm. These wide variety of secondary data sources would help in the establishment of the research purpose. Data Analysis The secondary data analysis involves the careful selection of the appropriate data from the various data sources. It is important to figure out the particular data needed for this specific project. The data analysis would be done with the help of the following steps- Determination of the section of data that are responsible for the establishment of the research purpose Interpretation of the data in order to understand the current trends of the electronics industry and the new initiatives of Apple Inc. concerning the marketing domain Cross analysis of the data collected from one source to that of the other Comparing same results from multiple sources so that necessary deductions can be drawn Making of recommendations, judgements and advising ideas to improve the future innovation strategies and brand value being undertaken by the company Ethical Issues It is important to identify the different ethical considerations that are important for weigh for the purpose of the research. This act maximizes the value of the investment in the data collection and also reduces the liability of the company ad ensure greater transparency of the collected data. The following are the ethical considerations for the research- Use of the data should not result in any distress or damage to any external third-party association Prior consent should be obtained for using the company websites or any government reports. Disclosure of sensitive information about Apple would not be done without the prior approval of the concerned company. Confidentiality and security of the data should be ensured at every stage of the research so that the concerned company does not suffer due to this particular research Data misinterpretation should be avoided and only true data should be represented throughout the length and breadth of the research Informed consent should be obtained wherever required and the concerned parties should be informed about this particular research Data anonymity should be ensured and the data sources should not be revealed Results The results of the research help in better understanding of the fact that how Apples marketing strategy helps them to become the top brand in the global market- Apple knows how to work with the emotions of their target market and they know how to use them in their marketing campaigns Marketing campaign of Apple strengthens the imagination, lifestyle, passion, innovation, aspirations and the empowerment of the brand Marketing strategy of the brand focusses on enhancing the experiences of the products, which would make the customers remember about the purchase Apple incorporates customer experience into the branding process by giving sole importance to them and placing them in the middle of the marketing process Apple has made the ordinary smartphones or laptops into beautiful ones, which would delight the customers. They are not only good in their looks but they have good features too. Apple knows how to justify the high prices of their products and they have strategic pricing mechanism, which acts as a powerful tool for influencing the customers. The justification for the high prices of the products is being done by incorporating both features as well as benefits. Marketing tactics of the company include that the company always highlights the customer benefits rather than talking about the technical details and the product specifications. The technical jargons are not understood by the customers and hence the company avoids using them. Apple extends the customer experience beyond the actual purchase of the product. They prefer to give good unboxing experience to the customers and designing good user experience Brand statement or the mission statement of improving the customer loyalty is being reflected in the marketing strategy of the company. Apple is successful in creating a unique selling proposition for their products, which differentiates these products from that of the competitors. Conclusion Apple is a successful company with a pool of loyal customers who are not willing to shift to other companies. The company gives value added features as well as benefits to the products, which is justified by the high pricing of the products. This has helped the company to make huge profits through the implementation of premium pricing. The high price strategy is included in the marketing strategy of Apple, which has helped the company to promote as well as maintain a favorable perception among the target audience. The high price strategy is included in the marketing strategy of Apple, which has helped the company to promote as well as maintain a favorable perception among the target audience. Apple also uses their power to connect with the emotions of the people and not with the technical details of the products only. 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