From Product Innovation to Emotional Resonance: Take Apple as an Example

Zicong Wei

2025

Abstract

In today's fiercely competitive market environment, brand marketing has become a key factor for the success of enterprises. This research focuses on how brands in the new era can achieve a leap from product innovation to emotional resonance with consumers through omni-channel strategies. It takes Apple as a case for in-depth analysis. Through case analysis and literature research, it is found that Apple relies on continuous product innovation, such as the continuous upgrading of the iPhone series, combined with a full range of online and offline marketing channels, including the visual display of the official website and the experiential marketing of offline stores, it has successfully established a strong emotional connection with consumers and achieved the improvement of brand loyalty. Research shows that enterprises should pay attention to omnichannel marketing strategies and combine product innovation with emotional resonance to improve brand competitiveness. So that the product stands out in the fierce market competition.

Paper Citation

in Harvard Style

Wei Z. (2025). From Product Innovation to Emotional Resonance: Take Apple as an Example. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 291-295. DOI: 10.5220/0014112600004942

in Bibtex Style

@conference{apmm25,
author={Zicong Wei},
title={From Product Innovation to Emotional Resonance: Take Apple as an Example},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={291-295},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014112600004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - From Product Innovation to Emotional Resonance: Take Apple as an Example
SN - 978-989-758-791-7
AU - Wei Z.
PY - 2025
SP - 291
EP - 295
DO - 10.5220/0014112600004942
PB - SciTePress