Apple Inc. uses the
Apple brand to compete across several highly competitive markets. Apple's
brand has evolved as it has expanded its range of products and services.
Originally starting in the late 1970s with desktop computers and then laptops
in the 1990s, it took over 20 years before the company expanded into its first
major new product area with the launch of the iPod in 2001, followed by iPhone
in 2007, iPad in 2010, and now Apple Pay and Apple Watch in 2014.
HIstory
Apple Inc. formerly is a multinational
company that creates consumer
electronics, personal computers, computer software, and commercial, and is a digital contributor of
media content. Apple's core product lines are the Iphone,Ipad ,Ipod , and Macintosh computer line.
Steve jobs and Steve Wozniak created
Apple Computer on April 1, 1976,
·
Apple's core
competence remains delivering exceptional experience through superb user
interfaces. THE distinctive feature of each of Apple Pay and Apple Watch
remains their ease of use and elegantly simple use
·
Starting with a major
re-vitalization of the Apple brand when the iPod was launched in 2001, Apple
has worked hard to migrate its brand and its product strategy in close harmony
towards today's position.
·
Steve Jobs, Apple's
co-Founder, described Apple as a "mobile devices company" - the
largest one in the world. The company renamed itself Apple Inc. rather than
Apple Computer. At the time, this was a significant move, signifying Apple's
move beyond being more than a computer company.
The Apple Brand
Personality
Apple has a branding
strategy that focuses on the emotions. The starting point is how an Apple
product experience makes you feel. The Apple brand personality is about
lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams
and aspirations; and power-to-the-people through technology.
Apple
Brand Equity and Apple's Customer Franchise
The Apple brand is not just intimate with its customers,
it's loved, and there is a real sense of community among users of its main
product lines.
The Apple Customer Experience
The huge promise of the Apple brand,
of course presents Apple with an enormous challenge to live up to. The
innovative, beautifully-designed, highly ergonomic, and technology-leading
products which Apple delivers are not only designed to match the brand promise,
but are fundamental to keeping it.
Apple Brand
Architecture
From a brand architecture viewpoint,
the company maintains a "monolithic" or master brand identity -
everything being associated with the Apple name, even when investing strongly
in the Apple iPhone, iPad, iPod and Apple iTunes products.
Apple Brand Halo Effect
Though Apple's iPhone and iTunes music
business is profitable in its own right, Apple's venture into these product
areas was based on a strategy of using the music business to help boost the
appeal of Apple's computing business.
1.Apple is employing the halo
effect in its Apple Mac product strategy
2. Expect the Halo to Speak - Siri
and beyond
3. Apple Re-entering the Corporate
Market via the iPhone and iPad Halo Effect
4. After Halos – Clouds: The next
step in Apple's marketing strategy is the Apple iCloud, which delivers a
seamless experience for using and sharing content across all your Apple devices
(iPhone, iPod, iPad, or Mac).
The company is now defining itself more broadly than being
just a devices company. It has blended its digital content services this
is making many services and functionality which consumers use accessible on
whatever (Apple) device they happen to be using at the time, be it at their
desk, lap, fingertips or wrist.
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