What is meant by 'halo effect' and are there any dangers for Apple of this ?

Discussion in 'Apple, Inc and Tech Industry' started by cudo, Oct 27, 2008.

  1. cudo macrumors regular

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    #1
    Hi, this is my uni project: Provide an overview of the growth of Apple, analysing the company in terms of its products, technology and marketing.

    There are some questions we need to answer too, regarding this topic and the question I am doing is the one in the title ' what is meant by 'halo effect' and are there any dangers for Apple of this' ?

    I was hoping you guys could help me out with this. Could you possible comment on this one and if you got some articles/journals and other references please post the too.

    Any input is more than welcome.

    cudo
     
  2. akm3 macrumors 68020

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    Nov 15, 2007
    #2
    Halo effect just means that one product or product category is very well regarded, popular, superior, etc. And, the 'halo' comes in that the attributes of the Halo product are also present in other products in the line or from the manufacturer.

    So: The iPhone generates a lot of buzz about being 'cool' among people who've never used Apple products. Because the iPhone is cool, they might consider looking at a Mac or settling on just an iPod but were originally interested in the iPhone.

    A danger from the halo effect? I don't think so?
     
  3. kkat69 macrumors 68020

    kkat69

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    #4
    Yep, It's like I tell my kids.... "It's YOUR homework, I ain't doing it for you!"

    In fact, I got an email from my son's teacher (he's in kindergarden) we both were laughing about the answer, she had asked the class a question "What do you do if you don't know the answer" and the correct answer was "look it up in the book" and my son yells out "GOOGLE IT!"
     
  4. Michael CM1 macrumors 603

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    Feb 4, 2008
    #5
    I'll describe my "halo effect."

    I used to be anti-Apple. I don't really remember why. Anywho, over the course of years I wanted to organize my darnded MP3 collection with an application that was free and easy to navigate. So eventually I downloaded iTunes just to try it out. It pretty much did everything I wanted it to, especially after I got used to it. Then Pepsi has a promotion where you could win free song downloads on about 1 out of every 3 bottle caps. Well, I downloaded a few songs from the iTunes Music Store because all other online places pretty much sucked.

    OK, iTunes Music Store looks neat. A lot of songs, pretty easy stuff. Oh, I can only play this audiobook on an iPod? All right. Let me start out with the $100 iPod Shuffle. Wow, this thing is pretty neat even though it doesn't have a screen. La de da, sounds awesome. 12 hours of play time? Awesome.

    OK, I want a "real" iPod now. What? They now play videos? ROCK ON. Christmas present, hello. Hey dad, you should try one of these Macs. They look a lot simpler than PCs. Wow, you got one and it's neat. Maybe I'll try a Mac Mini. Ooh, this is nice. What? Intel processors with dual cores? Damn.

    Oh this FE@#^@ing Dell laptop and it's "your virus protection" blah blee blah. F this, I'm getting a MacBook Pro. Get rid of all other computers. DIE PCs!!!! Wow, this thing does everything but slice bread AND it's portable.

    Mmmm. iPhone.

    WHAT? Why does Apple keep releasing better products? This MBP works too well for me to upgrade 18 months later! BAH, I'm greedy. But I'm broke. No new MBP for me. No iPhone 3G for me. Yet.



    All of that started from a combination of downloading iTunes to manage my MP3s and getting some free song downloads. Halo effect complete.
     
  5. cudo thread starter macrumors regular

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    #6
    thank you for ur input. i now it is my project and im working on it but i just thought u might be able to pint me out to some good articles or so. i googled it but it is not enough.
     
  6. Scepticalscribe Contributor

    Scepticalscribe

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    #7
    Essentially, the halo effect is people who either don't know, or dislike, the brand, trying out one product for a variety of reasons, liking it so much that they switch to the brand's entire (or almost entire line-up).

    Like Michael CM1, I, too, had personal experience of the halo effect. The Macromedia package on Windows was cumbersome, difficult to use, and tedious and I made endless mistakes while using it. In fact, I detested using it, and only used it when I wished to make a specific CD.

    Prior to a longish stint abroad, nearly three years ago, I bought an iPod, and was delighted to find how easy it was to use; excellent product. Then, when it died, twice, within warranty, it was replaced without any problem whatsoever. That was the halo effect - an experience of good product and good service which prompted a move to the other products of the range. Thus, earlier this year, I bought a MBP to replace my aging Toshiba.

    As to how it could negatively effect Apple - the current world recesion notwithstanding - I do not see how it will happen as long as Apple continue their policy of developing stylish, attractive, products which give pleasure to their owners and [in general] work well.
    Cheers
     
  7. cudo thread starter macrumors regular

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    #8
    thanks!

    do you know where i can find some corporational data and the timeline og apple inc growth ? basicly they started with $xxx and than in 1988 they had $xxx and than launched ipod which made them $xxx much in 2005 and so on and so.
     
  8. MacsRgr8 macrumors 604

    MacsRgr8

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    The Netherlands
    #9
    Google it! is the correct answer.
    Looking it up in a book will only give you one answer, which is probably outdated, and might be prone to the author's opinion...
    ;)
     
  9. IJ Reilly macrumors P6

    IJ Reilly

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    #10
    The "halo effect" is really just a new name for what used to be called "brand identification" or "brand loyalty." The only risk in having such a strong brand is the potential for having that brand tarnished with a bad product, and that reputation bleeding over to other products for no other reason than they carry the same brand name. Apple's been there before, which is why I think they go to such great pains to avoid making "downscale" products.
     

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