Brand Positioning Of Apple

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,

 Positioning:

·         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.

References ;

http://en.wikipedia.org/wiki/History_of_Apple_Inc.

www.apple.com/history

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