Tuesday, September 10th, 2013

Observations on Today's iPhone 5c and 5s Introduction


Could not agree more.  

Rather than price, the iPhone 5c is all about product extension - extending Apple's iPhone brand without diluting reputation equity.

A savvy strategy to grow the iPhone as a product family, much like Apple's MacBook products MacBook Air and MacBook Pro.

Product extensions are often misguided and fraught with peril, with brand and product managers often overlooking Product Extension 101: The easiest way to destroy a brand is to put its name on everything. In the myopic manager march to build reputation equity, they often destroy it, such as in this example.

With the iPhone 5c, Apple offers a textbook example of how to properly position a product extension, without diminishing reputation equity.

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