Brand attributes

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 Elements

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.

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.

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”

So, when the company has chosen the brand elements (name,logo,slogan,characters, jingles,
packaging)they still have to meet some criteria.

They have to be

Memorable; elements must be easily recognized en easy recalled. Apple elements are memorable
because Apple always uses the Apple logo on every product. People easily recognize this logo after
seeing it more often. The designs are always silver and black and have a design that is easily recognized.
“that’s definitely an Apple product”. Apple is one of the biggest brands in the world that nearly
everybody knows.

Meaningful; elements must be descriptive and persuasive. The brand name Apple is not based on the
product, but they have promoted the brand so well that the logo became meaningful. When people see
the Apple logo they think of ‘innovation’ and’high quality’.

Likable; elements must be fun and interesting, rich visual and verbal imagery and aesthetically pleasing.
All Apple’s products have interesting features, they update their products very often and this makes the
consumers curious for new updates and products.

Transferable; elements must be within and across product categories. transferability measures the
extent to which the brand element adds to the brand equity for new products or in new markets for the
brands. Apple extends their productlines with a lot of new products in different categories. They have
mp3 players, computers, phones, televisions etc.

Adaptable; elements must be flexible and updatable. You can buy Apple products in every country in
nearly every big city. So, products are always updatable because every now and then Apple comes with
new product updates that can be bought on the internet and in nearly every city. Apple is also a product
that stays with the same sort of designs.

Protectable; elements must be legally and competitively.

All Apple’s products are based on these criteria: Choose brand elements that can be legally protected
internationally, formally register them with the appropriate legal bodies, and vigorously defend
trademarks from unauthorized competitive infringement.

CONSUMER REVIEW ABOUT BRAND EXTENSION

We did a survey and asked around 30 people about introuduction of I-Tv, we got mixed reviews about it.

Most consumers those who have been loyal apple customers said that they’d like apple to introduce I-tv
as it’d make their life easier as all the apple products can easily be synchronized with the tv and they
already trust the quality of apple, so they wont be disappointed as they make the best products.

However many consumers said that they would rather buy Samsung, Sony and other Tv brands as they
have already been in this business and know what consumers expect.

The main issue was the pricing as Apple already charges high prices for its products so it wont be easy
for them to enter the market with so many competitors already in the market but they can still target
existing Apple consumers.