apple: brand exploratory
DESCRIPTION
Apple: Brand ExploratoryTRANSCRIPT
Brand Exploratory: Apple
Group 3Rohan Narang 201131Rohit Bhartiya 201133
Shikha Chaudhry 201153Shruti Sharma 201155
Surya P. Naulakha 201162Vibha Bansal 201174
Source: http://www.millwardbrown.com
Source: http://brandfinance.com/
Brand Equity : APPLE (from primary and secondary research)
Free association: The Apple brand is openly loved, maybe even adored with strong levels of association to words like ‘cool’ ‘awesome’ and even ‘love’.
Awareness: very high, unaided recall, aspiration for many. The Apple logo is one of the most famous logos in the world (source: research by nextweb)
Projective Techniques: The words ‘design’, ‘creative’ and ‘innovation’ are synonymous to apple.
Image: cult image – superior, exclusive, awesome, creative, expensive
Brand personality and values: Steve jobs = Apple – passionate, perfectionist, better than best, simple, unique, leader, rebellious, revolutionary.
Brand Responses- enormous anticipation for each new product launch
Brand Relationships: fanatical adoption of its products from those that align themselves with the Apple identity and those who aspire to. High brand loyalty.
Apple Mental Map
Free Associations
Apple
High quality, Great user interface, Fast,
Reliable
Classy, Exclusive,User – friendly,
Great Design
Feelings of Self-confidence, Self-esteem, SuperioritySimple to Use,
Powered through Technology, Efficient
Innovative, Intuitive, Friendly, Reliable,
Cool, Trendy, Casual
Appropriate for fun and casual social
situations
Passionate, High dreams and aspirations,
High Self-esteem, Loyal
BENEFITS
ATTRIBUTES
Symbolic
Usage ImageryUser Imagery
Brand Personality
Functional
Product-Related
Experiential
Most wanted electronic product
More breadth, than depth
Intel- technology, eco-friendly, latest
screen touch technology, fast
Uniqueness, Innovation, Pioneer
(specifically for designers)
Best state-of-art technology, Most innovative, Best
quality and design
Belonging, Unique, Satisfied
High Customer Loyalty, High purchase every new release rate, Attachment
Apple Portfolio
Mac FamilyMac book
Mac Book ProMac Book Air
Mac MiniiMac
Mac Pro
iPod FamilyiPod ShuffleiPod Nano
iPod ClassiciPod TouchApple TVNike+iPod
iPhone FamilyiPhone 3GiPhone 3Gs
iPad FamilyiPad