Branding Strategies of Apple Company

2. INTRODUCTION

3.  Foundation – California, EUA, April 1, 1976
 Stores – 406
 Founders– Steve Jobs, Steve Wozniak, Ronald Wayne
 Employees – 6000 (in 2001), 80,000 (2013)
 Industry – Computer Hardware, Computer Software, Consumer
Electronics
 Website – http://www.apple.com/
 Headquarter – Apple Campus, Cupertino, California, EUA
Apple - Identity

4. Apple’s
VISION -
“Man is the creator of change in this world.
As such he should be above systems and
structures, and not subordinate to them.”
MISSION -
“Apple is committed to bringing the best personal
computing experience to students, educators, creative
professionals and consumers around the world through
its innovative hardware, software and internet offerings.”

5. Steve Jobs
1955 - 2011
Steve
Wozniak

6. Apple I - 1976
Apple II - 1978
Mancintosh - 1984
Jobs’s resign -
1985
1976 - 1985

7. 1985 - 1996
By 1990:
Apple was the most profitable PC
company in the world
Mid of 1990s:
Declined sales and
profit
Powerbook -1991

8. NEW BEGINNING FROM STEVE JOBS’S
RETURN
1997: Apple joined Microsoft to
release new versions of Microsoft
Office for the Macintosh
1998: Introduced iMac and gained
profit

9. 2001: iPod - icon of the Digital Age
2003: iTunes desktop software and
iTunes Music Store were
introduced
iPod

10. iPhone
Jan 2007: Apple Inc.
June 2007: iPhone – Invention of
the year
2008: App Store

11. i-Pad
Netbook killer
Drive new consumer
behaviour

12. iPad
Welcome to the APPLE World

13. Brand?
Unique design, sign, symbol, words, or
a combination of these, employed in creating
an image that identifies a product and differentiates
it from its competitors.

14. Brands

15. ProductVs Brand ?
1.Product is made in a factory 1. A brand is bought by the
customer
2. A product can be copied. 2. A brand is unique.
3. A product can be quickly 3. A successful brand is timeless
outdated.

16. Branding ?
Branding is the process of creating and disseminating the
brand name. Branding can be applied to the entire corporate
identity as well as to individual product and service names.

17. Challenges Faced by Apple?
 Technology challenge.
 Leadership challenge
 Competition challenge
 Economy challenge.

18. CBBE?
The power of the brand lies in what resides in the minds of the
customer
• CBBE- defined as “the differential effect that brand knowledge
has on consumer response to the marketing of that brand”
• A brand has positive CBBE when consumers react more
favourably to a product and the way it is marketed when a
brand is identified than when it is not.

19. CBBEPyramid

20. CBBE Pyramid
 Salience
When I hear the word “Innovation”, Apple
is the first brand that comes in mind. Apple also
provides such brand which is unique and innovative. It
is mostly considered as the luxury brand worldwide by
customers.

21. CBBE Pyramid
 Performance & Imagery
In terms of brand performance, I think
Apple has set the highest benchmark for others to
follow. Their products are of very high quality offering
very good options, ease of use and beautiful designs.
This is the reason that they charge a premium for their
products. Apple products are in line with its
competitors.

22. CBBE Pyramid
 Brand Judgments & feelings
Customer judge the apple by keeping the
view 4 things, quality, credibility, consideration and
superiority. Products of apple have good quality and it
is one of the most trusted brands in the world. Being
innovative is its core competency and it has definitely
caught the attention of the customer.

23. CBBE Pyramid
 Resonance
Apple customers relate to the brand very
intimately. Repeat purchases are very common. They
feel a very strong attachment towards the brand
because it portrays a very different image. The person
who uses the Apple are feeling satisfy and feel good
and elite by using the Brand

24. CBBEPyramid
Loyalty
Relationship
Engagement
Trustworthy
Good value
Uniqueness
Fun
Satisfaction
Excitement
Reliable
Durability
Stylish
Laptops, Mobiles and Music Players

25. BrandEquity
brand equity is defined as the degree to which a
brand has achieved consumer awareness,
understanding, interest, trust, belief, affinity, loyalty
and advocacy among a defined target group.

26. Brand
Equity

27. BrandEquity of Apple
 Inertia
The presence of a relevant want or need I.E. "Of course
they are more expensive, they're Apple."
 Understanding
I understand what you offer in relation to my needs
and my product categories. I.E. “You sell crayons for
kids, like my little Jimmy, to draw with.””

28.  Awareness
I see you. I.E. “I read about your new product on a wall

29. BrandEquity
 Interest
Your offer is relevant, believable and different from
other options that are available to me. I.E. “Your
Technological aspects of mobiles are very new in the
world”.
 Trust
I trust you enough to give you the benefit of the
doubt.

30. BrandEquity
 Affinity
You reflect the beliefs, values and convictions that I
stand for.
 Loyalty
I want to stay with you
 Advocacy
I want to let others know about you. I.E. “I’m posting
little Apple Products on your gallery site and sharing
them with my friends on Twitter and Facebook.”

31. BrandIdentity
Brand identity is different than brand image,
which is what consumers actually think. It is
constructed by the business itself. A negative gap
between brand identity and brand image means a
company is out of touch with market sentiment,
which will make selling its products more difficult. The
brand image held by consumers can reach a point at
which a business or product has to rebrand itself or
risk not bringing in sales.

32. Brand Positioning
A brand's Positioning is the way in which we
want the consumer to think about a product.

33. Brand Positioning
Apple and their positioning strategy, Apple uses the
Positioning by attribute and also positioning by user. Let
us see the different Apple products and their positioning
by attribute:
 iMac – Extreme hardware, costlier than the regular PC
 Mac OS X - Good graphics, many user oriented features
more stable than windows
 Final Cut pro – World class movie editing softwares,
used by Steven Speilberg
 iPhone – Changed the face of smart phones, the best
hardware and software combination at the moment.
 Ipod – Durable, and well segmented into shuffle, nano,

34. Brand Positioning
Apple has positioned itself to a certain type of customer
like wealthy people, innovators, people with good jobs,
good lifestyle, etc. If Apple targets the poor man type, the
trendy guys will stop buying Apples, because everybody can
and Apple is not the Porsche of the computers anymore, this
would hurt more the brand than maybe the increasing sales
because of lower prices, and in good times, where everybody
has more money, Apple would have the problem that they
cannot rise prices, because everybody expects a cheap Apple
(the macroeconomics deflation problem).

35. Brand Positioning
Apple is also innovative and good in their communications;
its communication has a unique style. As in the TV ads, print ads,
and in online ads they don’t endorse the famous personalities and
celebrities to promote their products Rather, Apple just sticks to a
communications strategy that aims to relate to consumers how
innovative, sleek, and reliable its products are compared to other
competitors. Apple communication is simple, clear, minimalist and
clever. Well of course when u have great products it is much easier
to attract the customers, but nevertheless doing it with style and
cleverness is very crucial, it boost sales and enhances the brand
value too just like apple do so. One of the most communication
strategies of Apple is the “I am a Mac, I am a PC” television ad, in a
humorous way, this ad exposes Window’s weaknesses while

36. Brand Positioning
Apple also distinguish itself through its premium pricing
strategy, 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. As currently apple launch its I phone 5 with
the starting price of RS.95000 which is the huge price but before its
launching advance booking break the all records of history in terms of
sales.

37. Brand Positioning
With regards to distribution, Apple sells its products in a
number of ways. First, there are the Apple stores, which can be found in
many major shopping centers, malls and outlet stores. Secondly, Apple
products are also sold in retailers such as Wal-Mart, Target, and Best Buy
etc, third, Third, Apple also sells its products through the iTunes store and
Apps store available online. Lastly, Apple has a website wherein customers
can browse and buy products in a very convenient manner. Due to its
extensive range of distribution system apple make easy for its customers
to test and buy their products, and it also adds to the brand’s value, since it
enables Apple to be more visible to customers.

38. POP & POD
POPS PODS
Hardware and technology Operating system (OSX)
Complete touch Exclusive Retail stores
Completely based on applications i-tunes
Pricing strategy Innovative in trend makers
Delegate touch screen Marketing strategies
Powerful sound system Unique design

39. Brand Value?
The premium that Falls to a brand from customers who are
willing to pay extra for it.

40. Brand Value 2010

41. Brand Value 2011

42. Brand Value 2012-13

43. Brandmantras
“Brand mantras are powerful devices. They can
provide about what product to be introduce under the
brand, what ad campaigns to run, and where and
how the brand should be sold.”

44. Brandmantras
In the early 90’s apples brand mantra was: To
keep things simple. In the late 90’s the brand mantra
for Apple became: ‘’Think different’’. This mantra is
still used nowadays.

45. BrandAudit
A brand audit is an evaluation of a brand's
current position or value in an industry compared to
its competitors, including an examination of its
effectiveness. Its main goal is to identify its strengths
and weakness, and the opportunities and threats it
faces. It helps to improve the functioning of an
industry or a firm.

46. Mental Map of Apple
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. 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. So whenever customer thinks about the Brand
many attachments and things in his mind.

48. Criteria for ChoosingBrand Elements
 The memorability of this product is high thanks to
the name of their products, for example iMac, iWork,
iLife or even iPhone. They all have have “i” prefixed
to their names to signify Internet or innovation and
most of all interesting. All Apple products are known
for their breadth taking user interfaces and custom
graphics. Often known as the rich boy's PC, Apple
always was remembered as a premium brand of
products (computers to start off with).

49. Criteria for ChoosingBrand Elements
 The name Apple is rather not so meaningful
because “Apple” normally used in a conversation get
a fruit in your mind but for anyone and everyone who
has a computer and an Internet connection would
always related it with Apple Inc.

50.  Also the transferability of this product is low. This
became clear when all their products use a unique
trade marked name like the iPhone or iPod etc
although they all use Apples brand values and
position.
Criteria for ChoosingBrand Elements

51.  The apple logo is flexible over time. It has been used
for several years already and today it does not look
old-fashioned at all. So the adaptability of Apple is
good as well. If you look below the apple logo from
the past till date and the change in it:
Criteria for ChoosingBrand Elements

52.  Apple is a protected, registered trademark,
protactability being the fifth criteria
Criteria for ChoosingBrand Elements

53. BrandElements
 Definition: Trademark devices that serve to identity
and differentiate a brand; these include:
 Brand Name, URL, Logo, Symbols, Characters,
Spokespeople, Slogans, Jingles, Packages,
Signage(Collection)

54. BrandElements Nameand Symbol

55. BrandNaming Guidelines
 Simple and easy to pronounce and spell
 Familiar and meaningful
 Differentiated, distinctive and unique

56. BrandNaming Procedures
 Define objective: what is it meant to say
 Generate name: Gather all suggestions
 Screen initial candidates: Chuck out anything rude, taken or
unsuitable
 Study candidate names: Quick legal and cultural and
language screening
 Research final candidates: Market research
 Select final name: from research and register this

57. BrandNaming Procedures
Some say that it was just a name that did not sound like a
techno geeky computer name. Steve Jobs has said that he
was on a fruit only diet and declared that if no one came up
with a better name he would call the company Apple. No one
came up with a better name so it became Apple. Steve Jobs
could not call it Apple because The Beatles already had the
brand name Apple on there records, and the business name
as well. It was taken to the high court in London and Steve
jobs liked the name Apple as well as The Beatles. It was
settled and Steve Jobs paid 26.5 million dollars to the Beatles
company. It did not stop there he had further brushes with The
Beatles company about iTunes.

58. Slogans
1. First was Byte into an Apple
2. Think Different
3. For i-phone 5 that is easy to Love
..AppleList of Apple Inc taglines.pdf

59. Brand Value Chain

60. BrandPersonality
Apple brand personality is about lifestyle;
imagination; liberty regained; innovation; passion;
hopes, dreams and aspirations; and power-to-the-
people through technology. The Apple brand
personality is also about simplicity and the removal of
complexity from people's lives; people-driven product
design; and about being a really humanistic company
with a heartfelt connection with its customers.

61. Brand Architecture
From a brand architecture viewpoint, the company
maintains a "monolithic" brand identity - everything being
associated with the Apple name, even when investing strongly
in the Apple iPod and Apple iTunes products.
Apple's current line-up of product families includes not
just the iPod and iTunes, but iMac, iBook, iLife, iWork, iPhone,
iPad, and now iCloud. However, even though marketing
investments around iPod are substantial, Apple has not
established an "i" brand. While the "i" prefix is used only for
consumer products, it is not used for a large number of
Apple's consumer products (eg Mac mini, MacBook, Apple TV,
Airport Extreme, Safari, QuickTime, and Mighty Mouse).

62. Brand Architecture
The list of Apple's Trademarks reflects something of
a jumbled past. The predominant sub-brand since the
introduction of the Apple Macintosh in January 1984 has
always been the Apple Mac. Products whose market
includes Microsoft computer users (for example
MobileMe, QuickTime, Bonjour, and Safari) have been
named so they are somewhat neutral, and therefore
more acceptable to Windows users. Yet other product
have been developed more for a professional market (eg
Aperture, the Final Cut family, and Xserve).

63. Brand Repositioning
Though no-one at Apple would say so today, the next phase of
Apple's strategy seems focused on the Corporate marketplace. A
long time ago, Apple had a fairly strong market share in large
companies.
A long, long time ago (at the end of the 1970's) the first
spreadsheet program (VisiCalc) was launched on the Apple II.
The first PC (the IBM PC) to run a Microsoft operating system
(PC DOS) did not appear until1981. When Microsoft launched its
Excel spreadsheet in 1984 it appeared first on the just-released
Apple Mac, such was Apple's presence among accounting and

64. Brand Repositioning
Even though Apple effectively stopped competing for corporate business
during the 1990s, the Apple Mac is still used in corporate environments. Microsoft
still has a vigorous applications development team totally dedicated to writing
business software for the Apple Mac.
New versions of Microsoft Office for Apple Mac still come out approximately 2
years before similar functionality is placed in the next version of Microsoft Office for
the Windows operating system. Over the next few years it seems likely that Apple
will re-focus on the Corporate marketplace: The company provides regular updates
on the proportion of Fortune 500 companies which are either trialing or deploying
iPhone (currently over 90%), and the iPad. In 2009, when Apple announced "Snow
Leopard" (the then-latest version of the Apple Mac operating system) it included
features allowing Mac computers to fully support Microsoft Exchange. This enables
corporate IT departments to support business users who wish to use Apple Macs
for their main email clients. Apple's Mac OSX Lion release (in Summer 2011)

65. BrandPortfolio
Apple includes different technological brands, with
premium pricing strategy. All the brands are very successful in
the market, especially the IPod, I phone, I pad, Mac book.
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.

66. BrandPortfolio
• Mac OS
• iMac
• Apple Tv
• ipad
• ipod
• ipod nano
• iPod
Shuffle
• itouch
• iphone 2G
• iphone3 G
• iphone 3GS
• iphone 4
• iphone 4S
• iphone 5
• Mac air book
• Mac book pro
• Mac mini
Laptop/Pc smartphones
othersipod/ipad

67. Apple Packaging
Apple’s products are packaged in very simple
boxes that are designed to connect with the consumer. On the
outside, the design of the boxes is very plain and usually only
features a picture of the product. It is opening the box for the
first time that makes the package special. There is a
department within the company those are specialize in the
designing, packaging and testing which ones elicit the perfect
emotional response on opening. When customers open the
box of apple first it become the memorable moment for them,
and they want to repeat by repurchasing the product again.

68. Apple Packaging