Brand Architecture Report HP vs APPLE

Introduction:
This report is based on brand architecture and I will explain this brand architecture
with two brands - HP and APPLE – in the computer market such as laptop and
desktop.

These two brands belong to the same market HP and APPLE are the most valuable
and popular brands. IN this report I am going to show the difference between these
two brands with the help of brand architecture.

Basically, this report is to differentiate the perception and the relationship with the
similar products just because the difference exists in the brand architecture.

Brand Architecture:
-HP

Brand Core/Essence- reinvention

Brand Personality- user friendly and
competitive
Emotional Benefits- trust worthy,
satisfaction and reliable

Product Benefits-highest performing and

most rugged
Product Attributes- color, flexible
design and lasting battery
-brand architecture for apple

Brand Core/Essence-creative
Brand Personality- hopes,
imagination,lifestyle,innovation,liberty
regained,dreams, passion and aspirations
Emotional Benefits-classy, pride, exclusive and good
feel
Product Benefits-security, long lasting,ease of
use
Product Attributes- metallic design, stylish,
colours and good display

Brand comparison:
HP uses different marketing strategies to provide customized products and
services to the enterprises. HP uses product mix and pricing is based on
positioning strategies to be competitive in the markets. On the other hand, Apple
brand focuses on their unique value positioning, with beautiful design that works
right out of the box with smaller packing. A marketing strategy for this brand is
throughout the social media and there are more competitive advantages for this
brand with its market share.
HP follows penetration strategy.
Apple follows market-skimming strategy.
Apple majorly has marketing strategy and the product will help in gaining brand
loyalty, brand awareness and market share. Whereas HP uses different targeting
strategies to provide customized products and services.
Brand value:
HP Ranked 54th position in Interbrand ranking with 10,891 million dollars.
Interbrand ranked Apple as no.1 brand with 234,241 million dollars.
HP Inc. creates technology that makes life better for everyone, everywhere.
Through our portfolio of personal systems, printers and 3D printing solutions, we
engineer experiences that amaze.hp.com.
Apple revolutionized personal technology with the introduction of the Macintosh
in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac,
Apple Watch and Apple TV. apple.com. Apple tops Forbes' annual look at the
world's most valuable brands for the ninth straight time.
The brand of the tech giant is worth $205.5 billion, up 12% over last year. It is the
first time a brand crossed the $200 billion threshold. As a laptop brand, HP is much
better than Acer and ASUS when it comes to durability as well as performance. ...
Overall, HP computers might not be able to offer the stylish and attractive design,
but they are very reliable and come for a very reasonable price with excellent
warranty and support.

Source Consulted-

Reference are given bellow-

http://www.marketingminds.com.au/apple_branding_strategy.html

https://www.quora.com/What-are-the-advantages-and-disadvantages-of-having-an-
Apple-laptop

https://neilpatel.com/blog/7-key-strategies-that-you-must-learn-from-apples-
marketing/

https://www.interbrand.com/best-brands/best-global-brands/2019/ranking/

https://www.ukessays.com/essays/marketing/the-marketing-strategy-of-apple-inc-
marketing-essay.php

https://www.forbes.com/sites/kurtbadenhausen/2019/05/22/the-worlds-most-
valuable-brands-2019- apple-on-top-at-206-billion/

https://bestlaptopsworld.com/best-laptop-brands/