Dalal 1

Mitali Dalal
Professor Wilbur
12 pm Section
November 10, 2015
iPod Case
1. Define the branding strategy, extension classification and extension strategies for iPod.
Support with branding rationale.
Branding Strategy
Sub-Brand

Extension Type
Category Extension

Extension Strategies
relevant to the
customer franchise of
the brand
capitalizes on the
firms perceived
expertise
reflects the brands
distinctive benefit,
attribute or feature
capitalizes on the
distinctive image or
prestige of the brand

iPod is a Sub-Brand because it adds differentiation to the parent brand, Apple, by branching out
into MP3 category. In doing so, it added POPs of file-sharing music and flash memory, as well as
PODs of portability, ease of use, small size, quality sound, and on-the-go music, Advanced
Audio Coding, Upgrade cycles, and the touch wheel.
Furthermore, iPod created new brand elements for Apple like memorability through its
distinctive look and shape, adding recognition and recall. It also added meaningfulness to the
brand by through the tagline 1,000 songs, in your pocket and the Silhouette Campaign in
addition to its unique packaging. In addition, the iPod added adaptability through Update Cycles
and newer versions with more features.
Finally, iPod created extensions for Apple on its own such as the iPod Mini, iPod Photo, the iPod
Shuffle, and the iPod Nano. It also allowed Apple to create newer versions of the iPod with new
features; these also serve as extensions for iPod.
2. Apply the 3 and 4 factor models to evaluate iPod as an extension using visual concepts.
What can you conclude after applying the models?
3-Factor Model: Positive Associations

Dalal 2

High
Quality

High
Quality
Innovativ
e

Variety

Appl
e

Prestige

Exclusive

Technolog
y Pioneer

Ease of
Use

Innovati
ve

iPo
d

Portable,
Small

Touch
Wheel

Credibilty

Exclusiv
e

Credibilit
y

Neg Associations:
Expensiv
e,
Overprice
d

Expensiv
e,
Overpric
ed

Trailed
behind

Appl
e
Unpopula
r
because
of
Windows

Big,
Clunky

Similar to
Competit
ors

iPo
d
Not
Innovativ
e

Not
durable

Dalal 3
4 Factor Model : Postive Associations
High
Quality

High Quality

Variety

Innovative

Appl
e

Prestige

Technolog
y Pioneer

Exclusive

Ease of
Use

Innovativ
e

iPo
d

Portable,
Small

Touch
Wheel

Credible

Exclusive

Credibilit
y

Negative Associations
Overprice
d,
Expensive

Overprice
d,
Expensive

Behind
Competito
rs

Appl
e

Unpopular
because
of
Windows

Big,
Clunky

Similar to
Competito
rs

iPo
d

Not
Durable

Not
Innovative

After applying the models, we can conclude that the extension creates enough equity to stand on
its own, and that there are a great deal more positive associations than negative ones. In addition,
the iPod extension maximizes advantages by refreshing the brand, bringing new customers
(increasing market coverage), expanding meaning, and creating more variety for consumers. In
terms of minimizing disadvantages, it creates negative associations. As a result, the extension is
successful because it creates positive associations, brings new consumers, and increases variety
for existing customers.