Apple Brand Audit

Topics: Apple Inc., IPhone, Smartphone Pages: 7 (2384 words) Published: November 28, 2010
 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...
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