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Apple Products
Apple Products
Desktop
Mac Mini
Mac
Mac Pro
Laptops
Mac Book
Mac Book Air
Mac Book Pro
iPhone
iPad
iPod
iPod Classic
iPod Nano
iPod Shuffle
iPod Touch
Soft wares
iTunes
CUSTOMER COST
PRODUCT BENEFIT
MONETARY COST
SERVICE BENEFIT
TIME COST
PERSONNEL BENEFIT
ENERGY COST
IMAGE BENEFIT
PSYCHOLOGICAL
COST
Higher Price than others and still they manage to sell higher
5
1977
1997
2006
Corporate Logo
7
Easily Recognizable.
Familiar
Evoke positive feeling
Elicit consensual meaning
Brand Awareness
Through the brand
1.
Appropriate name
2.
Use of logo
Good performance/quality
2.
Innovation
3.
1.
Through Advertisement
Continuous advertisement in Print media.
11
Creating a positive brand image takes marketing programmes that link strong,
communicate their brand identity through the new technology and user friendly
GUI to the consistency of their brand attributes in terms of Print media
advertisements and other advertising campaigns.
Brand Mantra
14
Brand Function
Descriptive Modifier
Emotional Modifier
Quality
Self Enhancement
CBBE Pyramid
15
Salience
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After listening the word Innovation, Apple is the first brand that
comes in mind.
Apple also provides such brand which is unique and innovative.
In terms of brand performance, Apple has set the highest benchmark for others to
follow.
Their products are of very high quality offering very good options, ease of use and has
trendy designs.
This is the reason that they charge a premium for their products.
When it comes to supplementary features, Apple has gone many steps ahead and has
In terms of reliability, durability and serviceability Apple is much more superior than
others.
Cont
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Apple products are generally bought by computer and fashion savvy customers
personality.
Customer judge the Apple by keeping the view 4 things, quality, credibility, consideration
and superiority.
Products of Apple have good quality and it is one of the most trusted brands in the world.
Being innovative is its core competency and it has definitely caught the attention of the
customer.
Apple as a brand is very close to its customers and has been able to give them what they
Cont
20
The Apple brand spread out feelings of fun, excitement and pride.
People who own Apple products always look forward to using them with a lot of
enthusiasm.
The brand through its advertising has created an image of being diverse and
colorful.
This has been deeply into the minds of the customer
Resonance
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different image.
The person who uses the Apple are feels satisfied, good and elite by using the
Brand.
The Apple experience has created attachment in the minds of the customer.