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Apple Brand PersonalityCustomer ExperienceApple Brand Architecture
Apple Halo EffectCorporate MarketApple WatchOriginal Mac Marketing Strategy
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, then Apple Pay and Apple Watch in 2014.
In the early decades, Apple's brand was very much that of a challenger, bringing easy to use computers to consumers and small businesses in a way that as focused on the needs, individuality, and style of ordinary people, rather than the conformity and technical mandates of big business.
Apple's brand position has evolved, but today's brand is still consistent with these early promises.
Apple's core competence remains delivering exceptional customer experience through superb user interfaces. The company's product strategy is based around this, with the iPhone (with it's touch screen 'gestures' that are re-used on the iPad), Mac, iCloud, iTunes, and the Apps Store all playing key roles. THE distinctive feature of each of Apple Pay and Apple Watch remains the customer experience of an elegant user interface and simplicity of use.
Starting with a major re-vitalisation of the Apple brand when the iPod was launched in 2001, Apple worked hard to harmonize and migrate its brand and its product strategy closer together, to achieve 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 company is now defining itself more broadly than being just a devices company. It has blended its digital content services (eg Apple Music, iTunes, iBooks and App Store) to be a key part of the value proposition to Apple device owners, and (with iCloud and Siri in the background) Apple is making many services and functionality which consumers use accessible on whatever (Apple) device they happen to be using at the time, be it on their desk, lap, fingertips or wrist.
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.
The Apple brand personality is also about simplicity and the removal of complexity from people's lives; people-driven product design; and about being a really humanistic company with a heartfelt connection with its customers. Through these qualities, Apple is positioned as being extremely helpful to people (and businesses) as they strive to achieve their goals.
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 brand equity and customer franchise which Apple embodies is extremely strong. Cannot find driver for office jet pro 8600 printer for mac download. The preference for Apple products amongst the 'Mac community', for instance, not only kept the company alive for much of the 90's (when from a rational economic perspective it looked like a dead duck) but it even enables the company to sustain pricing that is at a premium to its competitors.
It is arguable that without the price-premium which the Apple brand sustains in many product areas, the company would have exited the personal computer business decades ago. In recent years, this strength in brand preference has flowed directly to Apple's profits - as the company dramatically improved its manufacturing costs, while still maintaining very strong brand equity.