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Apple

BY :LOKESH CHANDRA (0131PG006)


A N K I T K A S H I VA ( 0 1 3 1 P G 0 )
M U D I T A G G A R WA L ( 0 1 3 1 P G 0 1 8 )
M D . AV E S H ( 0 1 3 1 P G 0 3 6 )
NITIN SONI (0131PG057)

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 PERCIEVED VALUE


CUSTOMER BENEFITS

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
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Higher Image Value


Higher Personnel Value
Distribution and service channel is great.
Great Technology
Huge R&D department.

Print media promotions.

The Evolution of Apple inc.

1977

1997

2006

Corporate Logo
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Easily Recognizable.
Familiar
Evoke positive feeling
Elicit consensual meaning

Brand Awareness
Through the brand
1.

Appropriate name

2.

Use of logo

Through the product


1.

Good performance/quality

2.

Innovation

3.

Distinctive benefits compared to competitors

1.

Through Advertisement
Continuous advertisement in Print media.

Brand Equity of Apple


Apples Brand Awareness
Brand awareness consists of both
1. Brand Recognition
2. Brand Recall
Brand recognition is consumers' ability to confirm their prior exposure to the

brand when prompted the brand as a cue.


Brand recall is the consumers' ability to retrieve the brand from their memory

when given the product category, or a purchase or usage situation as a cue.

They have created the ultimate customer's brand experience in 3 ways:-

Making customers see it


2. Hear it and
3. Think about it.
1.

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Apples Brand Image and Uniqueness


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Creating a positive brand image takes marketing programmes that link strong,

favourable, and unique associations to the brand in memory.


Apple has not doubt built a very successful brand image from how they

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.

Mental Map of Apple


13

Brand Mantra
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Brand Function

Descriptive Modifier

Emotional Modifier

Innovation and Design

Quality

Self Enhancement

CBBE Pyramid
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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.

It is mostly considered as the luxury brand worldwide by customers.

Performance & Imagery


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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

provided users with something revolutionary every time.

In terms of reliability, durability and serviceability Apple is much more superior than

others.

Cont
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The Apple brand is associated with sophistication and technology.

Apple products are generally bought by computer and fashion savvy customers

rather than the usual computer user.


This is because they are looking for something more than functionality and Apple

delivers that little extra in a very distinctive manner.


The name also gave the company a friendly and shine and warm based

personality.

Brand Judgments & feelings


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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

want with very close accuracy.


This has created a high level of consideration for the brand with the customers.

Cont
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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

And it is also the most superior brand in the world

Resonance
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Apple customers relate to the brand very intimately.


Repeat purchases are very common.
They feel a very strong attachment towards the brand because it portrays a very

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.

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