If there is any one brand that personifies the advances of the digital age, the seamless integration

of technology and the ability to constantly innovate to excite customers, it has got to be Apple.
Although Apple started out as a computer company rebelling against the market leader
Microsoft, it has successfully reinvented its brand identity over time to suit the changing trends
and times. Unlike most iconic brands that get complacent and the rest of their past laurels, Apple
has been an exception in continuously innovating and creating pioneering products that have
changed the rules of the game. And so powerful is the Apple brand that literally every product
launched by the brand in its portfolio.
Given such a stupendous success, it is no wonder that Apple has consistently ranked as one of the
world's top 100 brands as evaluated by Business Week and Inter brand. Given the many
hallmarks of the current business landscapehyper competition, rapid globalization, new
regulations, and the constant struggle to innovatecompanies are desperately searching for a
sustainable source of competitive advantage. From such a search has emerged brand equity as
one of the most important corporate assets that can offer a sustainable source of competitive
advantage to companies. Apple, more than any other brand, personifies a well managed global
iconic brand.
In this context it is interesting to note the humble beginnings of Apple and its constant tussle
with the market leader Microsoft. The origins of the Apple brand began with the mighty
Microsofts PC ruling the roost in the early days of the personal computer. Apple with its
Macintosh computers began to be seen as a young rebel trying to compete against the market
leader. It was very much akin to the David versus the Goliath story.
Macintoshs distinct identity, its design, its unique operating system, its applications and its
appeal as the rebel and the young gun attracted a very strong and loyal following, made Apple a
cult brand quite early on.
But unlike other successful brands, Apple did not rest on the laurels for Macintosh. Macintosh
computers were reinvented as the trendy Mac Books. So popular have these computers been that
the recently launched Mac Book Air has been touted as the thinnest and the lightest fully
functional laptop computer ever made. Even though the Macintosh computers were the flagship
product of the Apple brand for the most of its Industry corporate history, Apple decided to
leverage economies of scope, by putting to use the technical brilliance, the design genius and the
highly iconic brand allure to other products.
Apple iPod, the MP3 music player, along with iTunes, the online Apple music store have
together rewritten the entire digital music landscape. The stupendous success of iPod changed
the face of Apple overnight from being a rebel computer company to the ultra chic and trendy

digital electronics company. While iPod was still in its prime, Apple came out with what has
become of of the most talked about mobile phones-the iPhone.
By offering the best iPod, a touch screen based mobile phone, in-built GPS system and the
powerful wireless capabilities, the iPhone has not only managed to challenge the traditional
mobile phone manufacturers such as Samsung, Nokia, and Motorola but also the advanced smart
phone manufacturers such as the Blackberry, Palm Pilot and others. Finally with the release of
the iPhone 3GS, Apple has yet to again surpassed customer expectations by offering exciting
applications that both carry a symbolic and functional value.
And the latest numbers confirm Apples strong leadership position in each of these product
categories. Apple's operating profit jumped an impressive 20% on a revenue jump of 12% for the
second quarter of 2009. Despite being in the market for a couple of years, Apple still managed to
sell 2.29 million Macintosh computers for the year 2008.
Similarly, since being released in June 2007, iPhone has sold more than 7.4 millionout of
those, 6 million units were sold in the fiscal year 2008. In the first quarter of 2008, Apples
computer products have grown 3.5 times the industry average and in doing that has bet HP and
DELL.
Furthermore, Apple has repeated its performance in 2009 despite the recession by beating its
competitors Samsung and Sony in the music and mobile phone categories by posting higher
operating profits and revenues as of the second quarter.
Although Apples biggest competitors span the computer industry, the digital music industry and
recently mobile phone industry, Apple has been successful in defending its turf and successfully
competing against all the other players on multiple fronts. Such success highlights some very
fundamental branding steps undertaken by Apple. Apples branding strategy can be analyzed
from four dimensions that form core pillars of Apples identity.
Constant innovation. Apple has emerged as one of the pioneering innovators in the consumer
electronics industry. What started as an innovative computer to challenge the dominant PC has
spawned a whole range of products in music and mobile telecommunications. Innovation and
efficient commercialization of those new products have helped Apple to constantly excite
customers and to enhance their loyalty towards Apple. With such generation defining products as
the iPod and iPhone, Apple has successfully reinforced its cult, iconic identity among customers
of successive generations.
Collaboration as competitive strategy. As the number of fronts in which any company has to
fight competitors increase, conventional strategies of market competition may not serve the best
purposes. Collaboration has been found to be much better than all out competition. Apple

embodies such logic. Apple has led the way in collaborating with both potential competitors and
customers.
For a long time, Apple had Googles CEO serve on its board of directors. Furthermore, Apple
collaborated with Google for both enhancing search and offering map services. Similarly, Apple
has enabled thousands of independent developers around the world to be part of the Apple
adventure. Through its online app store, Apple has allowed customers to ally with Apple in
developing cutting edge applications. Such collaborations have only strengthened the identity of
the Apple brand and enhanced the inherent buy-in from all these important stakeholders to the
brand offerings.
Consistent communication. One of the fundamental aspects of a strong brand is its CEO being
the staunchest brand ambassador. Steve Jobs of Apple has carried on the role of the chief brand
ambassador of Apple with excellent panache and finesse. Every year, Apple celebrates the
coming year of technology and programs with its annual Worldwide Developers Conference
(WWDC). WWDC has become such an anticipated event in the technology and consumer
electronics industry that it offers the Apple brand an excellent opportunity to showcase to the
world its superior technology, cutting edge design and cool applications. Steve Jobs always
represents the brand at these conferences to convey a very strong commitment from the top to the
brand in the eyes of its customers, collaborators and competitors.
Connecting with customer touch points: Apple has established a seamless experience for
customers across online, telephone and personal touch points. The Apple store is the physical
manifestation of the brand. In addition to displaying all Apple products in a very simplistic store
design, Apple store offers training workshops to potential customers conducts customer
gatherings for existing customers and overall offers an engaging and exciting experience for a
customer who wants to interact with the Apple brand.
Similarly, its online web portal and its telephone customer service offer high quality information
and service to all Apple followers. Such consistent connection with all possible touch points with
customers allows Apple to constantly reinforce its core brand image and identity. More
importantly, it offers customers a firsthand opportunity to experience the many different tangible
aspects of the brand. Such moves have helped Apple to remain one of the highly liked brands
worldwide.
These four pillars of Apples brand seem simple enough for any other company to implement.
But not many brands in the marketplace command as much loyalty and brand equity as Apple
does. Implementing branding as an organization wide discipline led by the CEO and the top
management board is one of the toughest challenges for any company. Apple proves yet again
that by investing in the brand, it is able to stay ahead of its competitors and define the industry it
plays in.

Print ed: 12/09