Apple's Brand and Identity

Brief story of the Apple Corporation
Brand image & brand identity
Within the Apple Corporation
Media perception

Founders of Apple Steven Wozniak and Steven Jobs both dropouts of school
Apple was incorporated in the state of California on January 3, 1977
Apple II debuted at a local computer trade show
No. 20 on “Brand of the Year 2009” award
The recession won’t take a bite out of this Apple
Revenue of first quarter $15.68 billion in 2009 ($3.98 billion more than 2008)

Apple recognises that by integrating awareness of the environment, health and safety management practices into all aspects of our business; we can offer technologically innovative products and services while conserving and enhancing resources for future generations.

Designed in 1977
The Apple logo is one of the most famous logos in the world
The mystery of identity
Computer term ‘byte’
Stripes to rebel
Aqua logo 2001

Apple has a branding strategy that focuses on the emotions
Lifestyle & simplicity
“ Easy use”
Religion = Trust, safety, Loyalty & love
It is a big tribe, everyone is one of them. You are part of the brand
Brands are more important than products

For a designer, it’s the holy grail of artistic honour
Career opportunities
Managerial position, 6 hours of interview
Prestige & opportunity to work with highly talented team
Very strong control
Apple is a place where you work hard, but you get rewarded

It's always about people
“ For Apple it is not about money. It is about the people you have, how you are led, and how much you get it.”– Fortune, 2008
Apple is not Steve
Future remains uncertain for Apple

Steve Jobs is a very important person for Apple and for all the stock holders as it means billions in stock price for them
Shareholder requests for more CSR
Apple goes green
Corporate adaptability

In 1997 no press - 2010 best press coverage
Apple has created a buzz for the media
Terrorist organisation (Bloomberg)
Ipad extra secret this year

Apple are no longer selling products, they are selling brands. Naomi Klein, No Brand
“ Apple is gaining market share in every category and, given the premium price of their products, that is a significant achievement.” David Bailey, NYTimes
“ Expressions of almost spiritual faithfulness to the Mac” Charles Pillar, Los Angeles Times
MobileMe in June 2008

'The computer for the rest of us' slogan and several ad campaigns playing on a revolutionary theme.”
Competitors for advantage
“ Little guy”
All – in – one
Future

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Apple's Brand and Identity

by Yekaterina Odintsova on Apr 28, 2010

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Apple’s Brand and Identity — Presentation Transcript