Apple - Table of Contents

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Table of Contents

Table of Contentsi-ii

Executive Summaryiii

1. Background of Apple Inc.P.1

2. Apple Inc.’s Brand Development Decision

1. Brand Identity

1. Salience dimensionP.2

2. Brand Meaning

1. Performance dimensionP.2-3

2. Imagery dimensionP.4

3. Brand Reponses

1. Judgments dimensionP.4-5

2. Feelings dimensionP.5-6

4. Brand Relationship

1. Resonance dimensionP.6

3. Marketing mix

1. Product…….P.7

2. Price………P.7

3. Place………P.8

4. Promotion………P.8

4. Brand Value Chain

1. Marketing Programme InvestmentP.9

2. Customer ‘Mindset’P.9-10

3. Market PerformanceP.10

4. Shareholder ValueP.10

5. ConclusionP.11

6. ReferenceP.12

7. Bibliography P.13

Executive Summary

The purposes of this project were critically reviewed and evaluated the brand development strategy that Apple Inc. has been used by using the marketing mix, customer-based brand equity model and brand value chain.

Firstly, evaluate the role of the marketing mix to support Apple Inc. through the marketing mix model including the 4Ps – product, price, place and promotion. Secondly, to analyze Apple Inc.’s salience, performance, imagery, judgment, feelings and resonance dimensions from customer’s point of view by using the customer-based brand equity model. Finally, use the brand value chain from the company’s point of view to find out the marketing programme investment, customer mindset, market performance and shareholder value of the brand.

Background of Apple Inc.

Apple Inc. (NASDAQ: AAPL; formerly Apple Computer, Inc.) is an American multinational corporation with a focus on designing and manufacturing consumer electronics and closely related software products. Apple Inc. was established in Cupertino, California on April 1st, 1976 by Steve Jobs, Ronald Wayne and Steve Wozniak.

Apple Inc. ignited the personal computer revolution with the Apple II in the 1970s and since then it has been innovating and reinventing not only computers, buy also other electronic goods and services. After that, Apple broke the barrier with iPod, ultimately becomes the dominant market leader in music players. Other than that, Apple joined the phone industry in 2007 with the iPhone which has also been widely successful.

The best known hardware products of Apple Inc. are including the Mac OS X, the Macintosh line of computer line, extremely loyal user-base, the iTunes media application, the iPod personal music player, the iPhone and the iPad. Furthermore, Apple is the largest publicly traded company by market capitalization and the largest technology company by revenue and profit in the world.

1.1Target customers
Apple wants to attract middle and upper income group who are willing to pay a bit more for a better user experience, and who want a computer that reflects their personality, which provides a stylish and human face to technology.

Apple Inc.’s Brand Development Decision

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To analyze the Brand Development Decision through Customer-Based Brand Equity Model to analyze of Apple Inc.

2.1Brand Identity

2.1.1Salience dimension

The logo of Apple Inc was designed with a bite on the apple, so that it wouldn't be recognized as another fruit such as peach. The colored were conceived to make the logo more accessible and to represent the fact the monitor could reproduce images in color. Apple Inc. has a branding strategy that focuses on the emotions. Also, it has developed a unique reputation in the consumer electronics field. Hence, people who use Apple's electronics are tend to be enthusiastic about and loyal to the products. However, when people hear the word “innovation”, Apple might be the first brand that they come in picture.

2.2Brand Meaning

2.2.1Performance dimension...
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