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Apple: Brand Exploratory

(1) The Apple brand is strongly associated with words like "cool", "awesome", and "love" and enjoys very high awareness and unaided recall. (2) Apple is seen as having a cult-like image that is superior, exclusive, and synonymous with design, creativity, and innovation. (3) Apple's brand personality is seen as passionate, perfectionist, better than best, simple, unique, a leader, and rebellious/revolutionary, reflecting the personality of former CEO Steve Jobs.

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Shruti Sharma
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801 views

Apple: Brand Exploratory

(1) The Apple brand is strongly associated with words like "cool", "awesome", and "love" and enjoys very high awareness and unaided recall. (2) Apple is seen as having a cult-like image that is superior, exclusive, and synonymous with design, creativity, and innovation. (3) Apple's brand personality is seen as passionate, perfectionist, better than best, simple, unique, a leader, and rebellious/revolutionary, reflecting the personality of former CEO Steve Jobs.

Uploaded by

Shruti Sharma
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Brand Exploratory: Apple

Group 3 Rohan Narang 201131 Rohit Bhartiya 201133 Shikha Chaudhry 201153 Shruti Sharma 201155 Surya P. Naulakha 201162 Vibha 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 Image: cult image superior, exclusive, design, creative and innovation are awesome, creative, expensive synonymous to apple.

Brand personality and values: Steve Brand Responses- enormous anticipation


jobs = Apple passionate, perfectionist, for each new product launch better than best, simple, unique, leader, Brand Relationships: fanatical adoption rebellious, revolutionary. 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
ATTRIBUTES
User Imagery Product-Related Usage Imagery

Classy, Exclusive, User friendly, Great Design

Passionate, High dreams and aspirations, High Self-esteem, Loyal

Appropriate for fun and casual social situations


Brand Personality

Apple
High quality, Great user interface, Fast, Reliable Functional

Innovative, Intuitive, Friendly, Reliable, Cool, Trendy, Casual

Simple to Use, Powered through Technology, Efficient


Experiential

Feelings of Self-confidence, Self-esteem, Superiority


Symbolic

BENEFITS

High Customer Loyalty, High purchase every new release rate, Attachment Best state-of-art technology, Most innovative, Best quality and design Intel- technology, eco-friendly, latest screen touch technology, fast Belonging, Unique, Satisfied

Uniqueness, Innovation, Pioneer (specifically for designers) Most wanted electronic product More breadth, than depth

Apple Portfolio
Mac Family
Mac book Mac Book Pro Mac Book Air Mac Mini iMac Mac Pro

iPod Family
iPod Shuffle iPod Nano iPod Classic iPod Touch Apple TV Nike+iPod

iPhone Family
iPhone 3G iPhone 3Gs

iPad Family
iPad

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