APPLE INC.

Apple Brand

Audit

Submitted to:

Prof.T.N.Swaminatha

n

By: Shambhu Mandal @ PGEXP 13-15, IIMR

Brand audit is concerned with the behavioral and

psychological nature of brand equity, and it will be

discussed in terms of strength of a brand’s equity and its

nature. So simply it is the examination of brand’s current

position in industry compared to its competitors and the

examination of its effectiveness, brand’s strategy,

positioning, market position, consumer views, pops and

pods etc.

INTRODUCTION BRAND AUDIT

The brand which we have taken is Apple, the main

objective of this audit is to show that where the brand is

currently stand. After the audit will be done we also come

to know that whether the share of brand in market is

increasing, decreasing or stable. It will also show that what

are the strengths, weaknesses and opportunities for this

brand, how much people know and like the brand. So after

audit we can come to know about the overall market

position of the Brand.

OBJECTIVE AND SCOPE OF THE AUDIT

The innovative products of apple have enabled the company to be a global

brand worldwide. Apple Computer, Inc., is a multinational corporation that

creates consumer electronics, personal computers, computer software, and

commercial servers, and is a digital distributor of media content.

Apple's core product lines are the, I phone, I pad tablet pc, and I pod portable

media players and Macintosh computer line.

The founders are Steve jobs and Steve wozniak which created Apple Inc on

1st April 1976. Initially, Apple has just produced the personal computers for

almost two decades.

With the introduction of the successful iPod music player in 2001 and iTunes

Music Store in 2003, Apple established itself as a leader in the consumer

electronics and media sales industries, leading it to drop "Computer" from the

company's name in 2007.

The company is now also known for its iOS range of smart phone, media

player, and tablet computer products that began with the iPhone, followed by

the iPod Touch and then iPad.

As of August 29, 2014, Apple is the largest publicly traded corporation in the world by market capitalization, with an estimated value of US$ 612.26.

BRAND AUDIT APPLE INC & ITS HISTORY

“Man is the creator of change in this world. As such he should be above systems andstructures, and not subordinate to them.”

VISION

“the Company is committed to bringing the best personal computing, portable digital music and mobile communication experience to students, educators, creative professionals, businesses,

government agencies, and consumers through its innovative hardware, software, peripherals,

services, and Internet offerings.”

MISSION

Throughout the years Apple has maintained the high quality and

innovation in their products, which make apple different and

successful brand. Following are the attributes of apple which make

apple world’s number 1 brand.

1. Stylish

2. Cool

3. Unique

4. Reliable operating system

5. Innovation

6. Intuitive

7. Retina display

8. Multi tasking

BRAND ATTRIBUTES

Apple includes different technological brands, with

premium pricing strategy. All the brands are very

successful in the market, especially the IPod, I phone, I

pad, Mac book. Apple always focuses on innovation and

new design and with the little time they launch new model

in their brands to keep their brand on the top.

BRAND PORTFOLIO

THE

PRODUCTS OF APPLE

• Mac OS

• iMac

• Apple Tv

• ipad

• ipod

• ipod nano

• iPod Shuffle

• itouch

• iphone 2G

• iphone3 G

• iphone 3GS

• iphone 4

• iphone 4S

• iphone 5S

• Mac air book

• Mac book pro

• Mac mini

Laptop/Pc smartphones

othersipod/ipad

MicrosoftLinuxDellHP

LenovoRIM

NokiaHTC

SamsungGoogle

sony.

COMPETITORS

Blackberry: Blackberry marketed their brand as sophisticated and

the latest and savviest technology for networking. Blackberry has the

reputation of being elite and positioned high within the industry; it is

only fitting that they cater to and consistently revolve their

advertisements around elite business types.

Samsung: Samsung has managed to maintain its position among

the elite in mobile technology. Samsung products are loaded with

features that are generally sought out by technology lovers;

Samsung places heavy focus on the features and specifications of

their products in their commercials. Currently apple is the biggest

competitor of Apple in smart phones and Ipad category.

Dell: Dell has positioned itself in the market as a competitor to Apple

with high affordability and is also user friendly. Dell’s marketing

campaign has always been catered to families and everyone in it.

Using the fact that their computers are more affordable than more

expensive brands such as Apple, Dell focuses their advertisement

campaign with an economical approach. So dell is the direct

COMPETITOR ANALYSIS

Android: Samsung’s success and large market share is in fact due

to the latest craze for the Android operating system. The Android

operating system is used in various different models with a few

different vendors such as LG, Sony Ericsson, HTC, and Motorola.

The advertisements for these models are all essentially sending out

the same message as they are all trying to state their models are

very advanced and on the cutting edge of technology. So it also the

competitor of apple, because the other mobile companies offering

handsets with android software installed.

Microsoft: Another Direct Competitor to Apple would be Microsoft

and their latest operating system, Windows Phone 7/8. The Windows

operating system prides itself on being quick and that it will “get you

in and out and back to life,” starting with the “Really?” campaign. The

Windows phone advertisement campaign revolves around social life

and activities

POPs PODs

Hardware and technology Operating system (OSX)

Complete touch Exclusive Retail stores

Completely based on applications Itunes

Pricing strategy Innovative in trend makers

Delegate touch screen Marketing strategies

Powerful sound system Unique design

POP POD

Communication: Apple is also innovative and good in their

communications;

its communication has a unique style. As in the TV ads, print ads,

and in online ads they don’t endorse the famous personalities and

celebrities to promote their products Rather, Apple just sticks to a

communications strategy that aims to relate to consumers how

innovative, sleek, and reliable its products are compared to other

competitors.

Apple communication is simple, clear, minimalist and clever. One of

the most communication strategies of Apple is the “I am a Mac, I am

a PC” television ad, in a humorous way, this ad exposes Window’s

weaknesses while emphasizing the benefits of the Macintosh

operating system.

COMMUNICATIONS, PRICING AND DISTRIBUTION

STRATEGY OF APPLE:

Pricing: Apple also distinguish itself through its premium pricing strategy, They always charge high prices for their products because they claim that they not only sell the quality products but they give style and class to the people and those who use the apple consider themselves elite and reputable in the market.

Apple is a premium brand that does not attempt to compete on price. The company has reduced prices after some initial product launches. It uses skimming and premium pricing strategies.

Distribution: Apple sells its products in a number of ways.

First, there are the Apple stores, which can be found in many major shopping centers, malls and outlet stores.

Secondly, Apple products are also sold in retailers such as Wal-Mart, Target, and Best Buy etc,

Third, Apple also sells its products through the iTunes store and Apps store available online.

Lastly, Apple has a website wherein customers can browse and buy products in a very convenient manner. Due to its extensive range of distribution system apple make easy for its customers to test and buy their products, and it also adds to the brand’s value, since it enables Apple to be more visible to customers.

Logo: Apple’s distinguishing symbol is the apple with a bite taken

out of it. Although their logo has changed since the 70’s (the rainbow

apple to the monochrome apple), the effect on customers is the

same.

Once they see this icon on a product, that product is associated with

all of the perceptions of the Apple brand, such as quality and

innovation.

The product is immediately perceived as the best of its kind because

it has the symbol of the most valuable technology company in the

world. So logo of apple is the element of their brand.

BRAND ELEMENTS, LOGO

THE EVOLUTION OF APPLE INC.

2006199719771975

Packaging: Apple’s products are packaged in very simple boxes that

are designed to connect with the consumer. On the outside, the

design of the boxes is very plain and usually only features a picture

of the product. It is opening the box for the first time that makes the

package special. There is a department within the company those

are specialize in the designing, packaging and testing which ones

elicit the perfect emotional response on opening. When customers

open the box of apple first it become the memorable moment for

them, and they want to repeat by repurchasing the product again.

BRAND ELEMENTS, PACKAGING

Slogans: Apple utilize its variety of slogans to promote their

products, for their each product line they have different slogans

which describe their importance, benefits, use and creativity of that

product and it does so in creative fashion, Several of their slogans

often emphasize the innovation of their products. For example, as

they use for their App store that "Your iPhone gets better with every

new app." the other best example is which they use for their ipad is

"Thinner, Lighter, Faster, Face time, Smart Covers. 10 hour battery."

Several slogans also state why Apple’s products are better than

competitors' products (including preceding Apple products). In 2008,

the slogan, “The first phone to beat the iPhone” was used to

advertise the iPhone 3G. Currently they use slogan for Apple 5 is

“The biggest thing to happen to iPhone since iPhone”

BRAND ELEMENTS, SLOGANS

Differentiation Strategy

Value Creation

CORE COMPETENCIES

DIFFERENTIATION STRATEGY

Unique Features and characteristicsCommands Premium Price

High Customer ServiceSuperior Quality

PrestigeRapid Innovation

•Simple, not the complex

• Believe in controlling primary technologies

• Make a significant contribution in market

• Quality product not quantity

• On the face of the Earth to make great products

• Having an unbridled passion for the things you

believe in

THE APPLE BRAND PHILOSOPHY

FF

VALUE CREATION PROCESS

Focus On Education

eMac

Adding Value

iMac

Lifestyle Strategy

Digital Hub

Music Strategy (iTunes)

Video Strategy (iMovie)

Internet Strategy (iTools)

C

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Apple I,II,IIIMac

Brand funnel of APPLE

Sense of style and elegance feels good to use high performance products uncommon

increase self steam Confidence on product distinctive

Pride and sophistication creditbility exclusiveity

Trust worthy

Sleek design technologically sound products uniqueness (its different)Attributes

Functions

Rewards

Values

Personality professional accomplishment

MENTAL MENTSL MAP: IT SHOWS THAT WHAT THING COMES IN

THE MIND OF THE CUSTOMER WHEN HE THINKS

ABOUT THE BRAND APPLE

CBBE PYRAMID

Resonance: Apple experience has created deeper

attitudinal attachment in the minds of the customer, Loyalty

Relationship

Engagement

Brand Judgments & feelings: the most

innovative superior brand in the world..spread out

feelings of fun, excitement and pride..Trustworthy

Good value, Uniqueness, Fun

,Satisfaction, Excitement

Performance & Imagery: .very high quality offering, ease of use and

beautiful designs..something revolutionary every time..reliability,

durability and serviceability: Reliable Durability Stylish

Salience: When I hear the word “Innovation”, Apple is the first brand that comes in mind.

.unique and innovative:::Laptops, Mobiles and Music Players

Identity

Who are

you ?

What do

you stand

for ?

What about

you ?

What about

you and

me ?

SWOT ANALYSIS: SWSTRENGTHS

Strong brand image

Most focus on R&D

Huge consumer base with high customer loyalty

High stock price in technological industry

High quality product.

Easy to carry products

Overall top brand in the world

Product diversification

Exclusive retail stores

WEAKNESSES

Focusing on internal engg. more than marketing

High price

Consumer faced problems with faulty batteries

Had difficulties on some of its products’ quality control

Only supports Apple Mac utilities.

SWOT ANALYSIS: OTOPPORTUNITIES

Less expensive new product lines with quality.

Product line is functional and attractive.

Flexibility to its users.

More international expansion like Asian countries ipods are able to communicate.

Constant growth in technological products

THREATSTough Competition in

technology with other Pc industry giants like Hp, Dell, Lenovo and other mobile industry like Samsung, Htc, Blackberry.

Substitution effectTechnology changes at a

rapid rate.Forced to develop new

products.

Expensive products as compare to its competitors

On demand online services (similar to itunes)

New entrants with disruptive technology (The “next google”)

Apple TViPad (Original, 2)iPhone (3G, 3GS, 4)iPod (Classic, Nano, Shuffle, Touch)Mac (iMac, MacBook, MacBook Air, MacBook Pro,

Mini, Pro)

MAJOR

HARDWARE PRODUCTS

Mac OS XiOSiTunes

iWorkQuickTimeSafariiLife

MAJOR

SOFTWARE PRODUCTS

Apple Store (online)App StoreCertificationsGame CenteriAdiBookstoreiTunes StoreiWork.comiCloud

STORES AND SERVICES

EmagicFingerWorksIntrinsityNeXTNothing Real

P.A. SemiSilicon Color

SiriSpruce Technologies

ACQUISITIONS

THE BEGINNING

Apple has been created in1976 by Steve Jobs, SteveWozniak and Ronald Waynein Cupertino, California . Theyall left ATARI Computers tocreate their own company.Apple's first headquarter wasthe Jobs' parents garage whereJobs and his friends designtheir first computer kit : theApple I

APPLE I

On1976 April 1 – released the Apple I (for $666) and started Apple Computers.

Had 8 KB of RAMIt was box wood-made with

a basic motherboard inside.Later a cassette interface to

enable external data storage was added.

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APPLE II

In 1977, Apple II was released for $1298

Had color graphics – a first for a personal computer

Originally used an audio cassette drive for storage but later it was replaced by a floppy disk drive

Supported the BASIC program

Had 64 KB of memoryAnd with a software

called VisiCalc which was Apple's "killer application" : a spreadsheet program !

Apple III Released May 1980 Had 128K of RAM Designed for businesses – expensive!! > $4300!!! Had lots of problems – didn’t do well.. Apple Lisa Released in 1983 Became the first personal computer sold to the public

with a GUI. Aimed at large businesses Commercial failure due to high price tag (almost

$10,000) and limited software it could run

OTHER

EARLY ENDEAVORS

THE LISA

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THE INTRO OF THE MACINTOSH

Apple introduced the Macintosh in 1984

Sales not initially as strong as desired

Changed with the intro of LaserWriter – first reasonably priced

laser printer PageMaker – early desktop publishing

package(These capitalized on its advanced

graphics capabilities)128 KB memory

Motorola’s 68000 CPUSold for $2495

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MACINTOSH PORTABLE

Apple’s first attempt at a “portable” computer

Released in 1989 8 MB RAM40 MB Hard drive* Clunky, slow$6500

Failed in market.

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MORE PORTABLE EFFORTS..

PowerBook 100

Released in 1991 40 MB hard drive 8 MB RAM $2500 Helped Apple to gain some

revenue established layout of the

laptop computers

1991:System 7- upgraded OS which added colour to interfaces and new networking capabilities

The Performa lines of Macintosh LC- a disasterApple tastes failures of many other products

including digital cameras, portable CD audio players, speakers, video consoles, and TV appliances

Microsoft gains market with cheap commodity personal computers

1994: Apple allied with IBM and Motorola in the AIM alliance.

1991-’95

1996: acquisition of NEXT Inc.Jobs back to Apple as an advisor.1997: Steve Jobs –the CEO

1997: Steve Jobs announced that Apple would join Microsoft to release new versions of Microsoft Office for the Macintosh

1997:Apple introduced the Apple Store+ new build-to-order manufacturing strategy

1998: introduced the new iMacwith Mac OS X. Then came the iBook, Apple's new laptop.

REBIRTH OF

APPLE

Released in 19982 USB ports4 GB hard drive256 MB RAMAll in 0ne computer

DESKTOP EVOLUTION

The iMac»

Released in 2007

RAM: 4 GB

320 GB hard drive

EVOLUTION OF OS’S…

Mac System 1,2,3,4 (1984-1987) Distinguishable from other OSs from that era in that they used

entirely graphical user interfaces Could only run one application at a time

Mac System 5, 6, 7 (1987 – mid 1990’s) Could run multiple applications Mac OS 8 (8.0 – 8.6) (1997) – better file managementMac OS 9 (9.0 – 9.2.2) (1999) – improved support for wirelessMac OS X (1999 – today) – UNIX based OS

10.0 – Cheetah (‘01) 10.1 – Puma (‘02) 10.2 – Jaguar (’03)

10.3 – Panther (’04) 10.4 – Tiger (’05) 10.5 – Leopard (’08)

10.6 – Snow Leopard (’09) 10.7 – Lion(‘11)

iPod- THE BLOCKBUSTER

On October 23, 2001-the iPodCPU: Samsung ARM and Apple

A45 GB hard drive that put "1,000

songs in pocket” New technology: spintronicsInitially , iPod software only

worked with Mac OS; from 2nd generation onwards

works with Microsoft Windows also

Apple's iTunes Store was introduced, offering online music downloads for $0.99 a song and integration with the iPod.

Albert Fert and Peter Gruenberg won the 2007 Nobel Prize for physics for work that has allowed hard disks to be made much smaller for everything from laptops to iPods

The prize was awarded for work on magnetoelectronics, also known as spintronics.

It uses the spin of the electron to store and transport information instead of the electrical charge, meaning much more information could be kept in a smaller space than before.

EXTRA SHOT..

on January 9, 2007, Jobs announced that Apple Computer, Inc. would from that point on be

known as Apple Inc., because computers were no longer the main focus of the company, which had shifted its emphasis to consumer electronic devices

Announced iPhone and Apple TV

SHREDDING DOWN

‘COMPUTER’

iPhone

a convergence of an Internet-enabled smartphone and iPod.

iOS, (formerly iPhone OS)-scaled down version of OS X

3.5-inch (89 mm) touch screen display,

4, 8, or 16 GB of memory,Bluetooth, and Wi-Fi

iPad

tablet PCReleased on April 3,

2010Processor: A4256 MB RAMBluetooth n Wi-Fisold more than 300,000

units on that day and reaching 500,000 by the end of the first week.

ICLOUD

June of 2011, Apple unveiled its new

online storage and syncing service for music, photos, files

and software --iCloud

OS X LION

PRESENT HITS

IPHONE

IPAD

AND THE UPCOMINGS..

iPhone 6 (this September)iOS6 (this September)iPad3 (on testing)iPhone-low cost version(on lab)

WHERE APPLE STANDS NOW?

APPLETWITTER

FACEBOOKNISSAN

GROUPONGOOGLE

DRAWING INFORMATION INDUSTRYNETFLIXZYNGA

EPOCRATES

THE WORLD’S MOST INNOVATIVE COMPANIES

Because Apple thinks Different from others

HOW?

THINK DIFFERENT

THINK DIFFERENT

CONCLUSION

For 38 years Apple has been a trend-settercompany able to foresee the future of domestic computer and consumer electronics. it will probably continue during the next decades. because their strength is the innovation . And they know, how to ‘think different’.Apple, go on innovating…..

www.apple.comen.wikipedia.org/wiki/Apple_Incwww.technologyguardian.co.uk

T3 –the gadget magazineGoogle

REFERENCES

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