Brand

Management
Models
Apple Inc

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 Apple Inc WHAT

The Golden Circle model, popularized by Simon Sinek, consists of HOW

three concentric circles: Why, How, and What.

1. Why (Core Purpose): The innermost circle represents the

WHY
fundamental reason for an organization's existence, its mission.
2. How (Unique Approach): The middle circle embodies the specific
methods and principles a company uses to fulfill its core purpose.
3. What (Products/Services): The outer circle represents the tangible
products or services offered by the organization.

The Bull's Eye model is centerd on a concise brand mantra,

encapsulating the fundamental essence and mission of the brand. Its
Point of Parity (POP) and Point of Differentiation (POD) cater to
specific consumer needs, fostering a competitive edge. Employing
substantiators, such as product quality and technological innovation,
bolsters the brand's credibility. Core values, like integrity and
customer centricity, underpin the brand's ethos, fostering trust and
loyalty. A distinct visual identity, encompassing logos and design
elements, creates an enduring impression, enabling immediate
recognition and reinforcing brand recall among consumers.
 Why (Inner Circle):

Golden Apple's "Why" is at the core of its identity. It's about challenging the status quo and thinking differently.
Apple believes that technology should not be just a tool but a means to empower individuals to unleash their

Circle Model
creativity. They want to simplify and enhance people's lives through innovative, beautifully designed
products. This "Why" is about inspiring both employees and customers. Apple wants people to share in their
belief that technology can be a force for positive change and self-expression.

How (Middle Circle):

Design Excellence: Apple is renowned for its meticulous attention to design, creating
products that are not only functional but also aesthetically pleasing. The sleek and
elegant design is a hallmark of Apple's products.
User-Centric Focus: Apple prioritizes user experience above all else. Their devices and
software are designed to be intuitive and user-friendly.
Ecosystem Integration: Apple has built a closed ecosystem where their hardware,
software, and services work seamlessly together. This approach ensures a unified and
consistent experience across all Apple devices and encourages customer loyalty.

What (Outer Circle)

iPhone: Their flagship smartphone that revolutionized the mobile industry.
iPad: A versatile tablet for various purposes, from work to entertainment.
Mac Computers: A lineup of personal computers known for their performance and design.
Apple Watch: A smartwatch that promotes health and fitness tracking.
iOS and macOS: Their operating systems that power their devices.
Apple Inc iTunes and Apple Music: Services for music and entertainment.
BULL’S EYE 1. Brand Mantra Apple's brand mantra centers around the idea of 'Think Different' and
'Empowering Individuals'. This reflects their commitment to innovation, user-friendly technology,

MODEL
and sleek design that has the power to revolutionize the way people interact with technology.

2. Points of Parity (PoP): Apple's points of parity lie in the quality of their products, customer
support, and a robust ecosystem that integrates seamlessly across Apple devices. These elements
position Apple as a reliable and cutting-edge technology provider on par with its competitors.

3. Points of Difference (PoD): Apple's points of difference include their focus on superior design,
user experience, and the integration of hardware and software. Their emphasis on user-friendly
interfaces, seamless connectivity, and exclusive software applications such as the iOS system sets
them apart from other competitors.

4.Substantiators: Apple's substantiators include their continual commitment to research and

development, their song emphasis on user privacy and data security, as well as their dedication to
environmental sustainability. These aspects add credibility to their brand image, making them a
trusted and responsible tech company.

5. Value: Apple delivers value to customers through a combination of premium quality products, a
strong emphasis on user experience, and an ecosystem that promotes seamless integration across
their various devices. The value is further enhanced by their focus on privacy and security, which
ensures the protection of customer data.

6. Visual Identity:Apple's visual identity is characterized by its iconic bitten apple logo, sleek and
minimalist product designs, and consistent use of clean, simple, and intuitive interfaces across all
their devices. The visual elements reflect the brand's commitment to simplicity, elegance, and
user-friendly technology.
Apple Inc
 Apple Inc

A BRAND BENEFIT LADDER is a marketing tool that

maps out product features to aspirational benefits. It
helps answer questions like:
1. What product attributes benefit target customers?
2. Why should target consumers care about the product
or service?
3.How should target consumers feel about what's
offered?

The BRAND RESONANCE MODEL is a pyramid that models

brand awareness to brand loyalty. It's used to help build
relationships with customers.
The model is separated into six aspects:
Salience, Performance, Imagery, Judgment, Feelings,
Resonance
Brand resonance is how well clients and customers relate
to a specific brand. It is how they perceive the values and
goals of that brand. It is how brands can build
relationships with their target audience.
The brand ladder concept is used in
brand management and marketing to
understand and shape consumer
perceptions.

Marketers work to move their brand "up"

the ladder by emphasizing certain
attributes and benefits, and by creating a
brand image that aligns with the desired
emotional and value-based associations.

As consumers perceive a brand as

providing higher-level emotional benefits
and aligning with their values, it becomes
more than just a product; it becomes a
brand that people connect with on a
deeper level.
Product Attributes:
These are the specific features, characteristics, or qualities of a
product. They are often the most tangible and visible aspects of
the product.

Functional Benefits:
These are the advantages or benefits that consumers derive from
the product's attributes. Functional benefits answer the
question, "What does the product do for the consumer?"

Emotional Benefits:
Beyond the functional benefits, consumers often associate
emotions or feelings with a product. Emotional benefits address
the question, "How does the product make the consumer feel?"
 include things like the sleek design, user-friendly
Consumer and Emotional

edge technology. Apple products are known for

Functional Benefits:

interfaces, high-quality materials, and cutting-

attributes of its products. These attributes
emphasizes the technical and functional Benefits:
Moving up the ladder,
At the base of the brand ladder, Apple

Apple has successfully

their reliability and performance.

Apple focuses on the
associated its brand with
functional benefits its
emotional benefits such
products offer to users.
as user satisfaction, peace
This includes aspects like
of mind, and a sense of
speed, security, and
belonging. Owning an
efficiency. Apple's
Product Attributes: Apple product often
products are designed to
At the base of the brand ladder, Apple means being part of a
make the lives of its
emphasizes the technical and functional community of users who
customers easier and
attributes of its products. These attributes appreciate design and
more productive.
include things like the sleek design, user- innovation.
friendly interfaces, high-quality materials,
and cutting-edge technology. Apple
products are known for their reliability and
performance.
Apple Inc
BRAND The model is based on the Customer-Based Brand Equity (CBBE) model,
which was developed by Kevin Lane Keller in his 1993 book ‘Strategic Brand
RESONANCE Management’. The CBBE model illustrates the journey of customers'

MODEL
relationships with brands.

The Brand Resonance Model suggests that building a strong

brand is not just about creating awareness or positive
associations. It's about creating a meaningful and emotional
connection with customers. This strong connection, often
referred to as brand loyalty or brand equity, can lead to several
benefits, including increased customer retention, higher prices
that customers are willing to pay, and positive word-of-mouth
marketing.

The brand resonance model has six aspects:

Salience, Performance, Imagery, Judgment, Feelings, Resonance.

Apple Inc
BRAND It consists of four levels, each representing a different stage in the

RESONANCE brand-customer relationship:

MODEL 1.Salience : This refers to the identity of the brand.People may recognize
the "Apple" logo and associate it with computers and electronics.

2.Performance and Imagery : When thinking of Apple, customer might

associate innovation, user-friendliness, and a sleek design with the
brand.

3.Judgement and Feelings : For Apple, this might mean understanding

how customers feel about the brand and whether they are inclined to
choose Apple products over competitors.

4.Resonance : For Apple, this level of resonance means having a

dedicated fan base who eagerly anticipates new product launches and is
willing to pay a premium for Apple products.
Apple Inc
THANK YOU