BRAND AUDIT – APPLE

ADVANCE BRAND MANAGEMENT – FALL’22

Names of Group Members:

 Aamir Khan - 04407
 Kabeer Ahmed Qureshi – 18399
 Mohammed Uzair Ashfaq – 18384
 Sarfaraz Shahbuddin Vadsariya – 18394
 Shubhankar Batheja - 18460
WHY ADAM GOT TEMPTED – NOT A LOVE STORY
 INTRODUCTION
• A Three Trillion Dollar Company
• Brand Value of $950 Billion
• Total more than 200 products
January, 2003 released by 2022
Apple releases the safari January 9, 2007
The iPhone is • The First Company that has
web browser
1985 1998
April 28, 2003 unveiled impacted Music, Phone, PC,
June 1977 Apple discontinues the Lisa The iMac, a streamlined March 2007
The Apple II is released after a disappointing run, and Personal computer,
Apple introduces the
Apple TV hits
Healthcare and Visual Art
iTunes Music Store
Jobs leaves the company debuts stores Industries

THE SOWING THE FALL THE RISE THE RULE

1976 1977 1984 1985 1985 - 1997 1997 1998 2001 2003 2006 2007 TODAY

April 1, 1976
Apple Computers, Inc. is
founded by Steve Jobs and
Steve Wozniak. Their first
product is the Apple I
personal Computer
January 22, 1984
The Macintosh computer is
introduced with a futuristic
commercial that airs during
the Super Bowl
Apple tried to recover by 1997
acquisitions of companies, In the wake of corporate
launching new products but shakeups and a sales slump,
nothing works Apple welcomes Jobs back as
Interim CEO
January 9, 2001 January 2006
iTunes is introduced Apple rolls out its first inter-
October 23, 2001 based computers, the iMac
The iPod MP3 player makes its and the MacBook Pro
debut
 BRAND INVENTORY

BRAND LOGO PACKAGING

SLOGANS
BRAND INVENTORY

BRAND ARCHITECTURE
 BRAND INVENTORY

MARKETING MIX
COMPETITORS
Place or Distribution
Product Mix
Apple uses owned B&M Stores
Mixture of Goods and Services and other retail outlets including
that includes iPhone, Mac, iPad, online platforms to sell. These Competitors in Competitors in Wearables and
Competitors in
Wearable and Home Accessories, include: Apple Stores, Authorized Personal Services Home
Smartphone
Advertising, Apple Care, Cloud Resellers, Telecom Companies Computing Segment Accessories
Services, Digital Content and and Company owned websites
Payment Services
Microsoft Samsung Google Fitbit

Dell Huawei Amazon LogiTech

HP Xiaomi
Mozilla Garmin
Promotion Price
Emphasizing its premium brand Apple Products and Services Lenovo Oppo
image, Apple uses various generally have premium pricing Adobe
communication channels strategy to set higher prices.
including Advertisements, Moreover, Apple also uses Asus Sony
Personal Selling, Sales Promotion freemium pricing strategy that Spotify
and Public Relations combines free and premium both
i.e. free but customers have to
pay to get better features.
CHALLENGES AND THREATS
Market
After effects of Penetration
COVID

No Counters for
China Tariffs
Airtags

Lawsuits
Counterfeits

Competition Criticism on
Apple’s Monopoly
 BRAND EXPLORATORY

CONSUMER BASED BRAND EQUITY

BRAND EXPLORATORY
 FINDINGS ON APPLE

Apple reinforce its imagery of sophistication, minimalism and being success-

oriented through its marketing communications

Apple has distinguished itself from the rest by it use of sleek designs and
simple yet minimalistic logos, “The bitten Apple”, which have attracted
human mind as it’s not very complex to digest.

Apple’s rare focus on Apple advertisement is more inclined towards human emotions (Not right
functional benefits. balance of functional vs emotional) - +20% Brand Score (If right Balance)

Apple’s ads are overly simplified and are shown to customers for prolonged
time even after their launch and fail to capitalize on bringing in new
customers

Once Apple was synonym to innovation and creativity. There most

significant innovation in last decade was Apple Watch and Apple Airpods, so
the code word “Think Different” may feel little outdated now
RECOMMENDATIONS ON APPLE

Apple could introduce comparatively less priced base-variants to promote

adoption of its products, and thus increase its user base – Target group for
advanced Products

The sole purpose of the purchase being for aesthetics and creating appeal.
By experiencing the functionality of Apple products, users would be willing
to spend more to experience Apple’s functionality

Apple marketing communication lack depiction of product features. At the

same time Apple should ensure, the ads do not become a complicated
display of product specifications.

Apple Garden only presents same fruits with bit of improvement Resultantly,
sales of iPhone and iPad are stagnant. Other Gardens are catching up with
Apple like Samsung coming up with folded smartphones and power sharing.

To sum up, through a well-planned integrated marketing communication mix

Apple Garden has the potential of garnering a huge customer base due to
its core value system
 THANK YOU.

STAY HUNGRY, STAY FOOLISH

- Jobs