Iphone Brand Audit Report

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  • Topic: Mobile phone, IPhone, Brand management
  • Pages : 14 (4406 words )
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  • Published : February 8, 2011
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325- 339 Product Management

Assignment 1
Brand Audit of the Apple iPhone
Georgia Louise Benjamin (217204), Kyle Leong (275059), Polina Dozortseva (298367), Martin Weissbart (364260) Submitted: 10th September, 2009

Tutorial Time: Mondays 10am -11am, Tutor: Ronald Word Count excluding Footnotes, Headings and Appendices: 2176 words 1

Executive Summary
The objective of this study is to make inferences about the iPhone’s brand equity from a sample of the population. Specifically, the value associated with the iPhone’s strength in the market was tested through collection and assessment of associations in a sample of current and non-users of the iPhone. This report finds brand equity to be high amongst consumers. Strong brand awareness exists amongst consumers due to high levels of depth and breadth of awareness: With strong brand recognition and recall, it was found that the iPhone possessed top of the mind awareness in a variety of mobile phone categories and consumers were very familiar with the functions and capabilities of the iPhone. In addition, the iPhone also possessed top of the mind awareness in a variety of purchase situations, and is associated with various consumption possibilities, indicating the broad awareness consumers have of the iPhone. In terms of brand image, there were certain common associations that were considered strong, unique and favourable amongst all respondents, specifically ease of use, and innovativeness, or how technologically sophisticated the iPhone is. A singular common negative association would be poor battery life, for which all respondents consistently gave high scores for. However, due to differences in lifestyles, values and needs, differences were found to exist amongst users and non-users regarding their attitudes on which attributes of the iPhone could be considered unique or favourable. For instance, current users find the affordability more desirable than non-users, and current users state that breadth of applications and style would be the iPhone’s points of differentiation whereas for non-users it would be the iPhone’s “superb touch-screen”.

Generally, this report finds that whilst brand salience of the iPhone is high, perceptions towards brand performance and brand imagery differ, leading to conflicting brand feelings and judgements amongst users and non-users.

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Contents
Executive Summary ................................................................................................................................................................ 2 1.0 Introduction ....................................................................................................................................................................... 4 2.0 Brand Awareness ............................................................................................................................................................. 5 2.1 Depth of Brand Awareness...................................................................................................................................... 5 2.2 Breadth of Brand Awareness.................................................................................................................................. 6 3.0 Brand Image ....................................................................................................................................................................... 7 3.1 Strength of Brand Associations ............................................................................................................................. 7 3.2 Favourability of Brand Associations ................................................................................................................... 9 3.3 Uniqueness of Brand Associations ..................................................................................................................... 10 4.0 Conclusion...
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