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  • Apple Ipod: Brand Equity Model By: Sagar Mehta Isbe/Ss/09-11 R.No. 34

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    The document provides an analysis of Apple's iPod brand equity according to several metrics: - The iPod has over 220 million units sold worldwide and holds a dominant 73% market share in the digital audio player market. - The iPod is a very familiar brand that is usually the first choice considered for digital audio players and is preferred over most other products, though its premium price is sometimes a limitation. - Financially, the iPod has been very profitable for Apple due to its consistent 70% market share, though revenue may shrink as the overall digital audio player market declines. - Overall, the iPod is assessed as a strong brand, but growth is steady and challenges remain as the

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    The document provides an analysis of Apple's iPod brand equity according to several metrics: - The iPod has over 220 million units sold worldwide and holds a dominant 73% market share in the digital audio player market. - The iPod is a very familiar brand that is usually the first choice considered for digital audio players and is preferred over most other products, though its premium price is sometimes a limitation. - Financially, the iPod has been very profitable for Apple due to its consistent 70% market share, though revenue may shrink as the overall digital audio player market declines. - Overall, the iPod is assessed as a strong brand, but growth is steady and challenges remain as the

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    11 views10 pages

    Apple Ipod: Brand Equity Model By: Sagar Mehta Isbe/Ss/09-11 R.No. 34

    Uploaded by

    yingl_37
    The document provides an analysis of Apple's iPod brand equity according to several metrics: - The iPod has over 220 million units sold worldwide and holds a dominant 73% market share in the digital audio player market. - The iPod is a very familiar brand that is usually the first choice considered for digital audio players and is preferred over most other products, though its premium price is sometimes a limitation. - Financially, the iPod has been very profitable for Apple due to its consistent 70% market share, though revenue may shrink as the overall digital audio player market declines. - Overall, the iPod is assessed as a strong brand, but growth is steady and challenges remain as the

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 10

    Apple iPod

    Brand Equity Model

    By:
    Sagar Mehta
    ISBE/SS/09-11
    R.No. 34
    Quick Overview of the iPod
    • Launched by Apple in 2001

    • Over 220 million iPods sold worldwide

    • Best selling digital audio player in the world

    • Models: Shuffle, Nano, Classic, Touch

    • Plays MP3, AAC/M4A, Protected AAC, AIFF, WAV


    as well as some video formats
    Knowledge Metrics
    • Recognition: Apple iPod is the de facto standard
    in the digital audio player market

    • Unaided recall: ‘MP3 player” brings iPod to mind

    • Aided recall: Brand is established and the ‘apple’


    symbol brings it to the forefront in the mind

    • Top-of-mind recall: iPod is usually the first choice


    Knowledge Metrics Ratings
    1 2 3 4 5
    Unrecognized Considered Usually Dominant Only
    Brand Sometimes Chosen over Market Player Market Player
    Competition

    Rating Awarded Reason

    73% Market Share


    4 in audio player
    market *

    *SOURCE: Rock and Roll Apple Live Event, 2009


    Preference Metrics
    • Familiarity: Extremely trusted & familiar brand

    • Consideration: Always considered at least once

    • Purchase: Price is often a consideration as


    cheaper options are available

    • Usage & Loyalty: Existing users do NOT wish to


    part with their iPods
    Preference Metrics Ratings
    1 2 3 4 5
    Brand not Preferred over Preferred over Preferred over Always
    Preferred similar some other most other Preferred
    products only products products

    Rating Awarded Reason

    Price acts as a
    3 limitation, cheaper
    options available

    SOURCE: AfterDawn.com, Fortune.com


    Financial Metrics
    • Market share: Over 70% market share

    • Price premium: Known to be a premium price


    product

    • Revenue: Shrinking audio player market could


    translate into less revenue

    • Growth Rate: Steady


    Financial Metrics Ratings
    1 2 3 4 5
    Unprofitable Measly Financially Very Competition
    profits from sound profitable to cannot stand
    the brand brand the company the brand

    Rating Awarded Reason

    Consistent 70%
    4 market share
    means steady
    profits

    SOURCE: AppleInsider.com, Apple Live Event


    Overall Brand Rating
    1 2 3 4 5
    Failed Weak brand, Strong Brand, Very Strong Perfectly
    Brand can fumble in With Brand Successful
    the future Challenges Brand

    Rating Awarded Reason

    Growth is steady but


    3 overall mp3 market is
    shrinking, 50% sales
    are to existing iPod
    owners
    THANK YOU

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