apple: brand exploratory

Brand Exploratory: Apple

Group 3Rohan Narang 201131Rohit Bhartiya 201133

Shikha Chaudhry 201153Shruti Sharma 201155

Surya P. Naulakha 201162Vibha Bansal 201174

Source: http://www.millwardbrown.com

Source: http://brandfinance.com/

Brand Equity : APPLE (from primary and secondary research)

Free association: The Apple brand is openly loved, maybe even adored with strong levels of association to words like ‘cool’ ‘awesome’ and even ‘love’.

Awareness: very high, unaided recall, aspiration for many. The Apple logo is one of the most famous logos in the world (source: research by nextweb)

Projective Techniques: The words ‘design’, ‘creative’ and ‘innovation’ are synonymous to apple.

Image: cult image – superior, exclusive, awesome, creative, expensive

Brand personality and values: Steve jobs = Apple – passionate, perfectionist, better than best, simple, unique, leader, rebellious, revolutionary.

Brand Responses- enormous anticipation for each new product launch

Brand Relationships: fanatical adoption of its products from those that align themselves with the Apple identity and those who aspire to. High brand loyalty.

Apple Mental Map

Free Associations

Apple

High quality, Great user interface, Fast,

Reliable

Classy, Exclusive,User – friendly,

Great Design

Feelings of Self-confidence, Self-esteem, SuperioritySimple to Use,

Powered through Technology, Efficient

Innovative, Intuitive, Friendly, Reliable,

Cool, Trendy, Casual

Appropriate for fun and casual social

situations

Passionate, High dreams and aspirations,

High Self-esteem, Loyal

BENEFITS

ATTRIBUTES

Symbolic

Usage ImageryUser Imagery

Brand Personality

Functional

Product-Related

Experiential

Most wanted electronic product

More breadth, than depth

Intel- technology, eco-friendly, latest

screen touch technology, fast

Uniqueness, Innovation, Pioneer

(specifically for designers)

Best state-of-art technology, Most innovative, Best

quality and design

Belonging, Unique, Satisfied

High Customer Loyalty, High purchase every new release rate, Attachment

Apple Portfolio

Mac FamilyMac book

Mac Book ProMac Book Air

Mac MiniiMac

Mac Pro

iPod FamilyiPod ShuffleiPod Nano

iPod ClassiciPod TouchApple TVNike+iPod

iPhone FamilyiPhone 3GiPhone 3Gs

iPad FamilyiPad