Apple, Inc Overview 3
Apple’s Branding Strategy 4
Apple’s Brand Equity 5
Microsoft’s Marketing Strategy 6
Microsoft’s Branding Strategy/Equity 8
Apple vs. Microsoft Operating systems 9
Advertising Campaigns 10
Appendix A 16
Apple Balance Sheet 17
The psychological perception of a company is a very important aspect, often overlooked by marketing analysts. This concept reveals the company’s perception in regards to how the consumers view its reputation in the marketplace. Microsoft was perceived as old and stagnant in the last ten years, representing the "status quo,” just sitting bluntly on its own gold in an arrogant like manner. Whereas, Apple, has been noted as displaying the perception of a responsive, friendly, and highly innovative company. Microsoft has been the market leader in the computing market for decades, mostly because any opponent never disrupted its upward momentum.
Conversely, Apple targets and dominates the high end of the computing market, with more than 90% market share in computers priced over $1,000. In addition, despite a sole devotion to high-priced products in a lousy consumer environment, Apple is actually gaining market share and increasing margins via the power of its seemingly magical brand. Microsoft's approach to business is immensely different from Apples’. While the Apple branding strategy focuses on controlling all aspects of a product, Microsoft prefers to offer an array of products and services as possible without actually creating individual products. (BedBury et al. 47).
Microsoft actually produces a small amount of the software, yet because of the Windows everywhere approach, they have their hands in the majority of computers in the world. On the other hand, Apple produces a small amount of the
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