Apple was established on April , 1976 in Cupertino,

California, and was incorporated on January , 1977.

Apple Inc. was founded by Steven Paul Jobs, Steve

Wojniak
OPERATIONAL REACH: A global brand which operates

across the world. As of October 2010, the company operates 317 retail stores in ten countries.
ANNUAL SALES: $65.23 billion (As on sept 2010)

BRAND
Apple is one of the largest

electronic product seller in the world.

To compete in the market,

Apple has come out with many products over the years.

Apple Products
MacBook MacBook Pro MacBook Air imac Mac mini Mac Pro Time capsule Apple Care

ipod nano ipod touch ipod Classic ipod Shuffle iTunes Apple iphone 3GDock iWork iLife

Other Accessories

APPLE RANK AS A BRAND

APPLES BRANDING STRATEGY MARKET SENSING

For several years Apple's product strategy involved creating innovative products and services aligned with a "digital hub" strategy. More recently, the full impact of a very well throught out brand strategy has come into focus - and one in which customer experience is central

IDENTIFYING THE CHARACTERISTICS AND PERFORMANCE FEATURES OF PRODUCT.

Macintosh line of computers and related software Electronics industry with products such as the iPod Digital music distribution through its iTunes Music Store The smart phone market with the Apple iPhone, and more recently magazine, book, games and applications publishing via the AppsStore For marketers, the company is also establishing a very strong presence to rival Google in the advertising market, via its Apps business and iAd network.

BRAND PERSONALITY
A set of human characteristics associated with

the name of a product, service or company.

Apples brand personality revolves around principles of

imagination, innovation, freedom, passion, and the notion of power to the people through technology.

The Apple brand personality emphasizes on

making peoples lives easier and it is a company with a genuine connection with customer.

BRAND VALUE
Apple Inc., overtook search-engine giant Google Inc.

to become the worlds most valuable brand.

Apples brand value climbed 84 percent in the past

year to $153.3 billion as Googles brand value lost 2 percent to $111.5 billion.
New versions of the iPhone and iMac, and the

introduction of the iPad, Apple almost double its sales and profit.

BRAND EQUITY
The additional money that consumers are willing to spend to

buy a product of the particular brand rather than the store brand of that product is an example of brand equity
The brand equity and customer franchise which Apple

embodies is extremely strong.

For example the ipod or the iphone : Apple ipod is the de facto standard in the digital audio player market Unaided recall: Mp3 player brings ipod to mind Market share: Over 70% market share Price Premium: known to be a premier price product Usage & loyalty: existing users do NOT wish to part with their iphones or ipods

BRAND EQUITY : Expanding the Product line

BRAND EQUITY IN TIMES OF DISTRESS

How does any company deal with adversity and controversy

about its behavior or product failure

The problem: the antennae of iphone4 wasnt working according

to expectations Steve Jobs held a much anticipated and a well-attended news conference No recall. No apologies. His expertly designed Keynote slides demonstrated that the actual failure was so minor that it was within so-called industry standards. Steve did offer a free phone guard to keep our sticky, electricgenerating fingers and hands off of his iPhone so the antennae would work. Besides, he said, all cell phones have the same problem

BRAND EXTENSION
It is a marketing strategy in which a firm marketing a

product with a well-developed image uses the same brand name in a different product category.

NEED OF BRAND EXTENSION Increasing competition between less & larger players with
global aspirations and ability to communicate globally.
Decreasing brand loyalty
Towards saturation of markets.

APPLES BRAND EXTENSION Initially started with selling of personal computer kit
Then Macintosh and later iMac & Macbook was

introduced
Entering in music world iPod was launched

The era of iPhone & iPad started

Thank you

Presented By:

Abhishek Anand Anant Chhajed Ankur Sharan Avishek Mehta Chirag Kriplani Nikhil Mahajan Sachin Naik