Apple Inc. is an American multinational corporation that designs, develops, and sells consumer electronics, computer software and personal computers. Its best-known hardware products are the Mac line of computers, the iPod music player, the iPhone Smartphone, and the iPad tablet computer. Its software includes the OS X and iOS operating systems, the iTunes media browser, the Safari web browser, and the iLife and iWork creativity and production suites. The company was founded on April 1, 1976, and incorporated as Apple Computer, Inc. on January 3, 1977.The word "Computer" was removed from its name on January 9, 2007, reflecting its shifted focus towards consumer electronics after the introduction of the iPhone. Apple is the world's second-largest information technology company by revenue after Samsung Electronics and the world's third-largest mobile phone maker after Samsung and Nokia. Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012. As of November 2012, Apple maintains 394 retail stores in fourteen countries as well as the online Apple Store and iTunes Store. It is the second-largest publicly traded corporation in the world by market capitalization, with an estimated value of US$414 billion as of January 2013.As of September 29, 2012; the company had 72,800 permanent full-time employees and 3,300 temporary full-time employees worldwide. Its worldwide annual revenue in 2012 totaled $156 billion. [ (Fisher, 2008) ] Apple has always projected a human touch from the charisma of Steve Jobs to the notion that its products are sold for a love of technology. Brands are more important than products. Products have limited life cycles, but brands, if managed well last forever. Most branding agencies bring their own brand development toolkit to the table of brand projects to help guide how a brand is to be developed. Yet in our experience, these brand tools often leave out one of the most basic aspects of brand thinking. Apple has a very strong Brand value. A brand is often the most valuable asset of a Corporation. Brand owners manage their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a money value to a brand, and allows marketing investment to be managed to maximize shareholder value. Apple has spend millions of dollars to built and develop their brand equity. Brand includes some broad areas, for example; Brand Communication, Brand Essence, Brand Equity, Brand Image and Positioning, Brand Elements etc. (Brand, 2013) Among all this, Brand elements are the most basic part of Brand. Brand elements are those trademark able devices that serve to identify and differentiate the brand and include brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage. Each of the different brand elements can play a different role in building brand equity. The marketer must “mix” brand elements to achieve different objectives. Brand elements indicate towards making brand identity. Brand identity reflects the contribution of all brand elements to awareness and image. Brand elements are the most basic trademark devices that help consumers identify and differentiate the brand. Consider Apple with their well-defined logo, brand name, charismatic spokesperson like Steve Jobs, consistent use of colors and the focus on design, entertainment and differentiation. These are some of the most basic elements to a brand. Each brand element adds to the overall value of the brand and helps tell a unique story that helps position the brand. Remove for example, all brand elements except the name from Apple, and people would think you were talking about a fruit, not an entertainment or computer company. (GRA´INNE M. FITZSIMONS, 2008) Criteria for Choosing Brand Elements
In basic brand thinking there are six generally agreed criteria for choosing brand elements. We all know that...
Links: describes the format for linking to items in the iTunes Music Store. (Apple URL Scheme Reference, 2012)
"The Computer for the rest of us" (1984)
"The Power to Be Your Best" (1990)
"Think different." (1997–2002)
"Get a Mac" (2006-2009) (List of Apple Inc. slogans, 2013)
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