Apple Brand Audit ? 1.
? Brand Inventory A. Brand Elements ? Apple Inc. has been 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. Apple Inc. designs, manufactures, and sells computers, music players, and now mobile communication devices.
Apple Inc. has always been known by its users as a revolutionary and innovative company that never fails to deliver quality products that make you say “wow”; the iPhone is no exception.Apple Computer Inc. was founded by Steve Jobs and Steve Wozniak in April 1976. It began as a computer software and hardware manufacturer.
In 2007, Apple Computer Inc. became Apple Inc. to reflect its expansion into the consumer electronics market while still maintaining its traditional focus on the personal computer.
Apple Inc. has transformed from being known as strictly a computer company into a diverse technology company that is known for its art, video, graphics, and has always pushed the envelope as a content creator.Apple Mission Statement: Apple Computer is committed to protecting the environment, health and safety of our employees, customers and the global communities where we operate.
We recognize that by integrating sound environmental health and safety management practices into all aspects of our business, we can offer innovative technological products and services while conserving and enhancing recourses for future generations. Apple Inc. strives for continuous improvement in our environmental, health and safety management systems and in the environmental quality of our products, processes and services.
Apple). The Apple Logo was reportedly once the sixth most-recognized in the world ? The original Apple logo featuring Isaac Newton under the fabled apple tree. The rainbow “bitten” logo, used from late 1976 until replaced in 1998 by monochrome themes.
The monochrome-themed logo maintained the same shape as the rainbow theme it replaced. It is still used and often appears in various colors on various products, such as packaging and advertisements in 2003. An Aqua themed version of this logo was used from 2001 through 2003, and a “glass” themed version from 2003 on.The Apple slogan “Think Different” is a short slogan, but it says a lot. It causes some people to stop and think for its twist in grammar.
These ads help to create the “relationship” with the customer as well as extend a promise to potential users. The ads go beyond attracting the new users, they are actually “rewarding” their extremely loyal customers. The campaign associates the Apple users with the famous original thinkers used in the images.
The ads make users feel better and smarter: for using Apple products, for not following the crowd and for having the courage to follow their own beliefs.The Apple is known for thinking “outside the box. ” As for the packaging, the majority of the products include plastic or cardboard containers and boxes that house the electronic device.
The outside of the container is normally printed with various labels, advertising, device specifications, and other useful information that allows the consumer to make an informed decision whether or not to purchase the device. While the inside of the device packaging is designed to securely house the electronic device, where the main design consideration may be to prevent damage to the device during shipping, storage, or consumer handling.In June 2007, Apple’s chief executive, Steven P. Jobs, introduced the iPhone, which instantly became one of the most talked-about consumer products ever. Thousands of customers lined up to be the first to buy the phones, which featured computing and Wi-Fi capabilities, along with a crisp, computer-like display on an innovative touch screen. Rival service providers rushed phones with similar features onto the wireless market. The iPhone 3GS is the fastest iPhone yet.
It can quickly launch applications, web pages and view email attachments.With the improved performance and updated graphics, it delivers an incredible experience with access to over 175,000 applications available for download. It also includes a video recorder where you can shoot high-quality VGA video in portrait or landscape mode. You have the option to share your video in an email, post it to your MobileMe gallery, publish it on YouTube, or sync it back to your Mac or PC using iTunes.
There are many other features that make the iPhone a one-of-a kind smart phone, and is considered one of the best on the market. Apple Inc. sed the Apple brand to compete across several highly competitive markets, including the personal computer industry with its Macintosh line of computers and related software, the consumer electronics industry with products such as the iPod, digital music distribution through its iTunes Music Store, and more recently in the smart phone market with the Apple iPhone. Their product strategy focuses on the emotions of the customer. The brand personality is about the lifestyles; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology.Apple gives a sense of community among the users of its product line. It is arguable that without the price-premium, which the Apple brand sustains in many product areas, the company would have exited the personal computer business several years ago.
Small market share PC vendors with weaker brand equity have struggled to compete with the supply chain and manufacturing economics of Dell. Apple has made big advances in becoming more efficient, particularly in logistics and operations, but would still find it difficult to make a profit at the price levels Dell transacts at. B. Competitive Brands ?The wireless industry is a competitive market dominated by key firms like Nokia Corporation, Samsung Electronics Company, and Motorola, Inc. These companies, which have wide-ranging product lines, capture a large portion of consumers in the mobile devices industry. The release of Apple Inc. ’s iPhone in June of 2007 positioned the company as a direct competitor in the industry as the iPhone offered a variety of unparalleled features. Although the product has confronted various problems since the unveiling, Apple has done well to identify key internal and external threats that challenge the success of the iPhone.
The release of similar alternative smart phones, such as the T-Mobile G1 by Google and the Dare by LG, the iPhone’s competitive advantage seems fleeting. But Apple has continually changed and improved the iPhone over the years to become the best selling smart phone around. Both Apple and Google have entered the smartphone competition relatively recently as rivals, with the iPhone and Android OS respectively. Google has increasingly entered Apple’s territory. In the last several months, Google said it was working on Chrome OS, an operating system designed for computers that could compete with Apple’s Macs.
The Google version of a smartphone, the Andriod, competes with the software that powers the Apple’s iPhone. C. Consistency ? All of Apple’s products have the same basic architecture.
Because of this consistency, customers who already own Apple products have a good idea of what they’ll be getting before they make a purchase. They know that it will be easy to adapt to new hardware, and this makes them more open to making a repeat purchase. The iPhone is designed for convenience for the customer. Simplicity and ease of use are fundamental principles for creating all types of software, but in iPhone content they are critical.Consistency allows users to apply knowledge they’ve gained from other webpage’s and applications to new content. For web pages, there are many examples of good website design with which to be consistent. But for web applications, iPhone presents a different platform and a different and better way of doing things. D.
Redundancy and Overlap ? There is some redundancy with the recent release of the Pad. Who would want to pay $500 or more for it and why anyone would need another gadget on top of a computer and smart phone?After all, phones are performing an ever-expanding range of functions, as Apple points out in its many iPhone commercials. All of the same things that can be done on the iPad and also be done on the iPhone as well the MacBook Pro. But with the iPad you can’t make a phone call with it, you can’t take a picture with it, and you have to buy content that before now you were not willing to pay for. Tablets are intended to allow people to watch video, browse the Web, play video games and read books, magazines and newspapers everywhere they go without the bulky inconveniences of a full-fledged laptop.With the iPhone all the same things can also be done.
E. Brand Value ? Apple ranks 20th in 2009 in the top 100 Global Brands. The 2009 brand value is 15,433 million and the change in brand value is 12%. Over the last year the brand value has increased. In 208 Apple ranked at 24 and it 2007 and 2006 were ranked at 33 and 39. Apple is slowly but surely reaching the top of the Top 100 Best Global Brands.
Apple is expanding and improving its distribution capabilities by opening its own retail stores in key cities around the world in up-market, quality-shopping venues.Apple provides Apple Geniuses’ at retail floor staff to selected resellers’ stores. Apple Store visitors experience a stimulating, no-pressure environment where they can discover more about the Apple family, try out the company’s products, and get practical help on Apple products at the shops’ Guru Bars. Apple retail staff are helpful, informative, and let their enthusiasm show without being brash or pushy. The overall feeling is one of inclusiveness by a community that really understands what good technology should look and feel like – and how it should fit into people’s lives. 2. Brand Exploratory A. Prior Research ? In research studies is has been found that nearly 40% of Blackberry owners will switch to an iPhone soon while 90% will stick to their brand and get another iPhone when the new ones come out.
iPhone users display a very high level if satisfaction. Ever since the iPhone launched in 2007, the device has revolutionized the cellular phone segment and it comes as no surprise that a wide majority of its users are still loyal to their brand. However, with Android users showing equal loyalty to their device, we wonder if the future is all about the iPhone and Android.B. Interviews ? In talking to and interviewing people about the Apple iPhone I found that close to 95% of people were incredibly happy with the product. IPhone users had no want to need to switch to the new Andriod technology.
They thought when seeing the Andriod phone that it was not at easy or user friendly like the iPhone. Also the same was said with the new Andriod users I talked to, they also loved their phone and would stick by their product forever. C.
Depth and Breadth of Brand Awareness and Brand Associations ?Apple’s social-media marketing has been especially effective for reaching their ideal audience. Apple is well known for cool essential gadgets like the iPods along great technological innovations like the original Macintosh. The younger set and people with higher income have higher brand awareness when it comes to the iPhone. They also have a strong presence on the web, including but not limited to personal networking sites like Facebook and Myspace, blogs, and YouTube, where they post tutorial videos.It’s easy to see why Apple is dominating the SmartPhone market in just over two years after releasing their first phone. With product differentiation, the positioning of the iPhone is that it is versatile and convenient as a value-added device for personal and professional use.
The marketing strategy will focus on the convenience of having one device for communication, but also music, pictures, and video, and full Internet access. The iPhone will be promoted to suit both professionals in the workplace as well as the more creative types. D.Brand Beliefs and Equity ? Apple Inc. has a huge customer based program.
When shoppers sleep outside of stores just to be one of the first to buy an iPhone, it’s obvious that Apple Inc. is a company that enjoys fanatical brand loyalty. However, this brand success is not a result of dumb luck or forces beyond Apple’s control; it’s part of a well-thought-out plan to deliver strong products and create an Apple culture. Find out more about these and other strategies that Apple employs to achieve its tremendous customer loyalty. E. Insight ?Apple has the beauty of the Apple packaging, its simplicity and attention to detail tying in with the product itself. Buying from the Apple online store, the purchasing experience, the packaging, and finally the product itself and its functions, all fit into Apple’s carefully constructed brand promise. Products change quickly, technology constantly evolves, but the message stays the same.
Consistency over time makes a strong brand, especially when it’s supported by fresh and contemporary ways of demonstrating the same attitudes and brand promises. F. Brand Awareness ?From packaging to aesthetic design to user-interface experience, Apple makes its products accessible and attractive. Bright colors, a smiling icon and slick-looking hardware remind customers every time they use Apple products that what Apple offers is appealing.
G. Recommendations ? Apple is tremendously successful at building up market brand loyalty. They do this by continually improving, adapting and evolving with the needs and values of their most loyal users. Building loyalty to the point of advocacy like Apple has achieved is about the total brand experience.In other words, making sure that each Apple user has an “ease of use” experience. Apple is strong, and the company’s brand promise is currently matched by the user’s experience online, with Apple’s products, and in marketing campaigns. It is constantly growing and improving to be one of the best wireless companies world-wide.
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