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APPLE Inc Submitted to: Sir Goher Raza
Submitted by : Sumeet Raj & Mumal Khan 12/15/2012
Apple as a brand has seen its value skyrocket over the years. Apple has always been known for releasing innovative. and their merchandise is in extremely high demand. They are a dominant force in the market for consumer electronics. By continuing to implement and improve on these successful programs and strategies. Through these core elements and attributes. their successful marketing programs. their very successful marketing and distribution strategies are able create consumer perceptions that make Apple’s brand a highly reputable icon. These elements and attributes are the core aspects that make up Apple’s brand equity. user-friendly products that have become extremely popular in the market. Secondly. Apple’s brand equity will continue to grow and flourish in the future of the company.Apple Brand Audit 2012 Executive Summary Since its foundation in 1976. Apple has grown from a small business selling computers into one of the most successful and valuable brands in the entire world. and their ability to differentiate themselves among other competing brands. Consumers everywhere perceive the brand as being one of the very best because of their groundbreaking product lines. 2 .
but it’s crucial that you determine how your various audiences view your brand. positioning. The company is now also known for its iOS range of smart phone. brand’s strategy. Apple Computer. with an estimated value of US$626 billion as of September 2012. As of 2012. computer software. and tablet computer products that began with the iPhone. So after audit we can come to know about the overall market position of the Brand. decreasing or stable. is a multinational corporation that creates consumer electronics.Apple Brand Audit 2012 Introduction Brand Audit Brand audit is concerned with the behavioral and psychological nature of brand equity. leading it to drop "Computer" from the company's name in 2007. and I pod portable media players and Macintosh computer line. So simply it is the examination of brand’s current position in industry compared to its competitors and the examination of its effectiveness. followed by the iPod Touch and then iPad. the main objective of this audit is to show that where the brand is currently stand. I pad tablet pc.8 billion in 2011 and $156 billion in 2012. Apple's worldwide annual revenue in 2010 totaled US$65 billion. Apple established itself as a leader in the consumer electronics and media sales industries. 3 . growing to US$127. market position. Initially. It will also show that what are the strengths. how much people know and like the brand. consumer views. The point which is intriguing is that how Apple has maintained its equity worldwide. The innovative products of apple have enabled the company to be a global brand worldwide. Brand audit Apple Inc & its history The brand which we have taken is Apple. Inc. weaknesses and opportunities for this brand. Objective and scope of the audit Brand perceptions often create a complex and elusive picture. currently the top brand of the world. and commercial servers.. media player. The brand which we have taken is Apple. The founders are Steve jobs and Steve wozniak which created Apple Inc on 1st April 1976. and is a digital distributor of media content. personal computers. Apple Inc's market cap is larger than that of Google and Microsoft combined. I phone. Apple is the largest publicly traded corporation in the world by market capitalization. With the introduction of the successful iPod music player in 2001 and iTunes Music Store in 2003. pops and pods etc. and it will be discussed in terms of strength of a brand’s equity and its nature. Apple has just produced the personal computers for almost two decades. Apple's core product lines are the. After the audit will be done we also come to know that whether the share of brand in market is increasing.
3. 4. 2. 1. which make apple different and successful brand. 5. 7.Apple Brand Audit 2012 Brand attributes Throughout the years Apple has maintained the high quality and innovation in their products. Following are the attributes of apple which make apple world’s number 1 brand. Stylish Cool Unique Reliable operating system Innovation Intuitive Retina display Multi tasking 4 . 6. 8.
Following are the products of Apple: •Mac air book •Mac book pro •Mac mini •iphone 2G •iphone3 G •iphone 3GS •iphone 4 •iphone 4S •iphone 5 Laptop/Pc smartphones ipod/ipad •ipad •ipod •ipod nano •iPod Shuffle •itouch others •Mac OS •iMac •Apple Tv 5 . Mac book.Apple Brand Audit 2012 Brand portfolio Apple includes different technological brands. I pad. Apple always focuses on innovation and new design and with the little time they launch new model in their brands to keep their brand on the top. All the brands are very successful in the market. I phone. with premium pricing strategy. especially the IPod.
The Windows operating system prides itself on being quick and that it will “get you in and out and back to life. Samsung products are loaded with features that are generally sought out by technology lovers. Microsoft: Another Direct Competitor to Apple would be Microsoft and their latest operating system. The Windows phone advertisement campaign revolves around social life and activities Pops Hardware and technology Complete touch Completely based on applications Pricing strategy Delegate touch screen Powerful sound system Pods Operating system (OSX) Exclusive Retail stores Itunes Innovative in trend makers Marketing strategies Unique design 6 . it is only fitting that they cater to and consistently revolve their advertisements around elite business types. Samsung: Samsung has managed to maintain its position among the elite in mobile technology. Dell’s marketing campaign has always been catered to families and everyone in it. Dell: Dell has positioned itself in the market as a competitor to Apple with high affordability and is also user friendly. Android: Samsung’s success and large market share is in fact due to the latest craze for the Android operating system. HTC. The advertisements for these models are all essentially sending out the same message as they are all trying to state their models are very advanced and on the cutting edge of technology. Dell focuses their advertisement campaign with an economical approach. Samsung places heavy focus on the features and specifications of their products in their commercials. Currently apple is the biggest competitor of Apple in smart phones and Ipad category. So it also the competitor of apple. Using the fact that their computers are more affordable than more expensive brands such as Apple. Blackberry has the reputation of being elite and positioned high within the industry.Apple Brand Audit Competitor Analysis 2012 Blackberry: Blackberry marketed their brand as sophisticated and the latest and savviest technology for networking. Windows Phone 7/8. Sony Ericsson. and Motorola.” starting with the “Really?” campaign. The Android operating system is used in various different models with a few different vendors such as LG. So dell is the direct competitor of apple in laptop category. because the other mobile companies offering handsets with android software installed.
95000 which is the huge price but before its launching advance booking break the all records of history in terms of sales. and reliable its products are compared to other competitors. Lastly. Apple has a website wherein customers can browse and buy products in a very convenient manner. Apple sells its products in a number of ways. and in online ads they don’t endorse the famous personalities and celebrities to promote their products Rather. With regards to distribution. Third. Apple communication is simple. First. and Best Buy etc. As currently apple launch its I phone 5 with the starting price of RS. and it also adds to the brand’s value. its communication has a unique style. Target.Apple Brand Audit 2012 Communications. print ads. in a humorous way. Apple products are also sold in retailers such as Wal-Mart. minimalist and clever. Due to its extensive range of distribution system apple make easy for its customers to test and buy their products. Apple just sticks to a communications strategy that aims to relate to consumers how innovative. 7 . pricing and distribution strategy of apple: Apple is also innovative and good in their communications. They always charge high prices for their products because they claim that they not only sell the quality products but they give style and class to the people and those who use the apple consider themselves elite and reputable in the market. there are the Apple stores. Apple also sells its products through the iTunes store and Apps store available online. but nevertheless doing it with style and cleverness is very crucial. malls and outlet stores. third. which can be found in many major shopping centers. this ad exposes Window’s weaknesses while emphasizing the benefits of the Macintosh operating system. I am a PC” television ad. One of the most communication strategies of Apple is the “I am a Mac. Apple also distinguish itself through its premium pricing strategy. sleek. Well of course when u have great products it is much easier to attract the customers. it boost sales and enhances the brand value too just like apple do so. As in the TV ads. clear. since it enables Apple to be more visible to customers. Secondly.
When customers open the box of apple first it become the memorable moment for them. On the outside. Faster. “The first phone to beat the iPhone” was used to advertise the iPhone 3G. Although their logo has changed since the 70’s (the rainbow apple to the monochrome apple). Several of their slogans often emphasize the innovation of their products. the slogan. the effect on customers is the same. There is a department within the company those are specialize in the designing. Currently they use slogan for Apple 5 is “The biggest thing to happen to iPhone since iPhone” 8 . use and creativity of that product and it does so in creative fashion. For example. So logo of apple is the element of their brand. Once they see this icon on a product.Apple Brand Audit 2012 Brand Elements Logo: Apple’s distinguishing symbol is the apple with a bite taken out of it." the other best example is which they use for their ipad is "Thinner. that product is associated with all of the perceptions of the Apple brand. Face time. Lighter. such as quality and innovation. In 2008. and they want to repeat by repurchasing the product again. benefits. Slogans: Apple utilize its variety of slogans to promote their products. It is opening the box for the first time that makes the package special. for their each product line they have different slogans which describe their importance. packaging and testing which ones elicit the perfect emotional response on opening. The product is immediately perceived as the best of its kind because it has the symbol of the most valuable technology company in the world. Packaging: Apple’s products are packaged in very simple boxes that are designed to connect with the consumer. as they use for their App store that "Your iPhone gets better with every new app." Several slogans also state why Apple’s products are better than competitors' products (including preceding Apple products). 10 hour battery. Smart Covers. the design of the boxes is very plain and usually only features a picture of the product.
Apple Brand Audit 2012 Brand funnel of APPLE Attributes Functions Rewards Values Personality Sleek design technologically sound products uniqueness (its different) uncommon Sense of style and elegance feels good to use high performance products increase self steam Confidence on product creditbility distinctive exclusiveity Pride and sophistication Trust worthy professional accomplishment 9 .
So whenever customer thinks about the Brand many attachments and things in his mind. 10 . It is innovative as apple is always focusing on innovation and they design each product innovative with great and unique design. Customers think apple as their lifestyle and passion and they use the products with full of excitement.Apple Brand Audit 2012 By analyzing the mental map of apple it shows that what thing comes in the mind of the customer when he thinks about the Brand. Even though it’s in higher price compare to its competitor’s products but still people love to use Apple’s products due to its quality and features of the product.
excitement and pride. quality. The brand through its advertising has created an image of being diverse and colorful. The Apple brand spread out feelings of fun. This is because they are looking for something more than functionality and Apple delivers that little extra in a very distinctive manner. The Apple brand is associated with sophistication and technology. This has been deeply etched in the minds of the customer 11 .Apple Brand Audit 2012 CBBE Pyramid Salience When I hear the word “Innovation”. Apple is the first brand that comes in mind. In terms of reliability. durability and serviceability. I think Apple has gone many steps ahead and has provided users with something revolutionary every time. The meaning of the name also gave the company a “friendly and shine” and warm based personality. consideration and superiority. I think Apple has set the highest benchmark for others to follow. Products of apple have good quality and it is one of the most trusted brands in the world. Apple products are generally bought by computer and fashion savvy customers rather than the usual computer user. This is the reason that they charge a premium for their products. ease of use and beautiful designs. Apple also provides such brand which is unique and innovative. credibility. Performance & Imagery In terms of brand performance. And it is also the most superior brand in the world. The multi-colored logo itself depicts that Apple is for all races and creeds. But when it comes to supplementary features. Their products are of very high quality offering very good options. This has created a high level of consideration for the brand with the customers. People who own Apple products always look forward to using them with a lot of enthusiasm. Apple as a brand is very close to its customers and has been able to give them what they want with very close accuracy. It is mostly considered as the luxury brand worldwide by customers. I think there isn’t any company even close to the level of Apple. Apple products are in line with its competitors. Brand Judgments & feelings Customer judge the apple by keeping the view 4 things. Being innovative is its core competency and it has definitely caught the attention of the customer.
Repeat purchases are very common. In which the capabilities and attributes of Mac and PC are compared and distinguish that how Mac is more beneficial than other. innovative and clear in which they clearly indicate the benefits and features of the product and they also show that how by using the brand their lifestyle will change. in which a person wearing Nike products using Ipod and listing music and enjoy his walk. bathing the bald-headed drones mesmerized by the monitor in a brilliant white light. Means their overall marketing strategies are good and innovative through which they communicate customers and show the benefits and features of their products and to get attention of the customers. The person who uses the Apple are feeling satisfy and feel good and elite by using the Brand. in the commercial. Marketing Strategies Apple is also very innovative and efficient in terms of its marketing strategies and campaigns. the advertisements of Apple are simple. In which a person in white shirt introduces himself as “I am Mac” while a man in a more formal suit-and-tie combination introduces himself as a Windows personal computer. As on the launch of recent Iphone 5 they design a slogan “The biggest thing to happen to iPhone since iPhone" which get success in customer mind and remembered by everyone. Through its marketing advertisement they communicate with their customers effectively. They also do their promotion through social websites and get the feedback and suggestion from customers through different blogs. it’s kind of customer relationship management through which they make relation with customer and design the product according to the customer expectation. in first ad they are showing that how easy it is to share your Thanksgiving photos with your friends and family and in second ad they are showing how the iPhone 5 automatically cancels background noise while you're making a call. When Apple first decided to engage the PC market. And they also create two ads. 12 . They also do co-branding in 2004 with Nike. As in their ads of IPods’ they show the how people are enjoying and dancing on music it create kind of excitement and image in the customer mind. They feel a very strong attachment towards the brand because it portrays a very different image. The Apple experience has created deeper attitudinal attachment in the minds of the customer. Get a Mac campaign also get positive feedback which run from 2006 to 2009. it aired a Super Bowl commercial. a young woman with a huge sledgehammer smashes it into a massive television screen.Apple Brand Audit 2012 Resonance Apple customers relate to the brand very intimately.
Less product line Only offered touch screen gadgets.Apple Brand Audit 2012 SWOT Analysis Strengths Over the years apple has grown by offering superior products compare to its competitors. Blackberry. Apple has positioned itself to be a pioneer in the laptops. Htc. Lenovo and other mobile industry like Samsung. iphones. Constant growth in technological products Good relationship through joint venture with other big brands. and ipads. Battery problem Opportunities More international expansion like Asian countries. Recession can hit apple’s overall sales. Only supports Apple Mac utilities. Dell. So apple has much strength which are listed below: Strong brand image Exclusive retail stores Most focus on R&D Genius management High customer loyalty High stock price in technological industry Overall top brand in the world Weaknesses Decision to restrict iphone to a single operator was unpopular in several markets of world. Expensive products as compare to its competitors. Threats Competition in technology with other Pc industry giants like Hp. 13 .
This is the same for IBM. So apple should also do this activity As a result. Microsoft donates an estimate of $400 million yearly to various organizations. Football. Apple must not stop giving consumers the opportunity to feel. brand equity will be built. However. it’s a great platform to keep in touch with the customers. yet entertaining manner. Olympics etc through which they communicate the huge population of different countries. excellent customer service. They should continue to use the Apple Store to give customers the ultimate shopping experience. Like: Cricket. and customer goodwill and perception of the brand will also be strengthened. For instance. and unique customer experiences. Apple should also sponsor in sports events. touch. the brand is also associated with Innovation. 14 . I am a PC” ad campaign because this marketing program states the benefits of using an Apple product rather than those of its competitors in a very simple. In return. and use sample Apple products that are displayed in all Apple stores. we recommend that Apple should continue to implement its “I am a Mac. Likewise.Apple Brand Audit 2012 Recommendations Apple is associated with products that appeal to the emotions and lifestyle of consumers. Apple’s brand is also associated to a poor or lack of corporate social responsibility. simplicity. Compared to its competitors like. which shells out around $150 million to schools and non-profit organizations. on the other hand. we will that this will improve the Apple brand considerably and quash all associations of the brand as not being corporate socially responsible. To deliver the desired brand positioning. They also should design such ads those are interesting and which may remember in customer mind for a long time.
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