apple: brand exploratory

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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

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Apple: Brand Exploratory

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Page 1: Apple: Brand Exploratory

Brand Exploratory: Apple

Group 3Rohan Narang 201131Rohit Bhartiya 201133

Shikha Chaudhry 201153Shruti Sharma 201155

Surya P. Naulakha 201162Vibha Bansal 201174

Page 2: Apple: Brand Exploratory

Source: http://www.millwardbrown.com

Page 3: Apple: Brand Exploratory

Source: http://brandfinance.com/

Page 4: Apple: Brand Exploratory
Page 5: Apple: Brand Exploratory

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.

Page 6: Apple: Brand Exploratory

Apple Mental Map

Page 7: Apple: Brand Exploratory

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

Page 8: Apple: Brand Exploratory

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

Page 9: Apple: Brand Exploratory

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

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