Apple's Brand and Identity

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The Apple logo is one of the most famous logos in the world. Apple fans not only put this logo on their vehicles to show their loyalty, they go to the extreme of tattooing themselves with it, a level of dedication very few brands achieved.

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Apple's Brand and Identity

  1. 2. <ul><li>Brief story of the Apple Corporation </li></ul><ul><li>Brand image & brand identity </li></ul><ul><li>Within the Apple Corporation </li></ul><ul><li>Media perception </li></ul>
  2. 3. <ul><li>Founders of Apple Steven Wozniak and Steven Jobs both dropouts of school </li></ul><ul><li>Apple was incorporated in the state of California on January 3, 1977 </li></ul><ul><li>Apple II debuted at a local computer trade show </li></ul><ul><li>No. 20 on “Brand of the Year 2009” award </li></ul><ul><li>The recession won’t take a bite out of this Apple </li></ul><ul><li>Revenue of first quarter $15.68 billion in 2009 ($3.98 billion more than 2008) </li></ul>
  3. 4. <ul><li>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. </li></ul>
  4. 5. <ul><li>Designed in 1977 </li></ul><ul><li>The Apple logo is one of the most famous logos in the world </li></ul><ul><li>The mystery of identity </li></ul><ul><li>Computer term ‘byte’ </li></ul><ul><li>Stripes to rebel </li></ul><ul><li>Aqua logo 2001 </li></ul>
  5. 6. <ul><li>Apple has a branding strategy that focuses on the emotions </li></ul><ul><li>Lifestyle & simplicity </li></ul><ul><li>“ Easy use” </li></ul><ul><li>Religion = Trust, safety, Loyalty & love </li></ul><ul><li>It is a big tribe, everyone is one of them. You are part of the brand </li></ul><ul><li>Brands are more important than products </li></ul>
  6. 7. <ul><li>For a designer, it’s the holy grail of artistic honour </li></ul><ul><li>Career opportunities </li></ul><ul><li>Managerial position, 6 hours of interview </li></ul><ul><li>Prestige & opportunity to work with highly talented team </li></ul><ul><li>Very strong control </li></ul><ul><li>Apple is a place where you work hard, but you get rewarded </li></ul>
  7. 8. <ul><li>It's always about people </li></ul><ul><li>“ 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 </li></ul><ul><li>Apple is not Steve </li></ul><ul><li>Future remains uncertain for Apple </li></ul>
  8. 9. <ul><li>Steve Jobs is a very important person for Apple and for all the stock holders as it means billions in stock price for them </li></ul><ul><li>Shareholder requests for more CSR </li></ul><ul><li>Apple goes green </li></ul><ul><li>Corporate adaptability </li></ul>
  9. 10. <ul><li>In 1997 no press - 2010 best press coverage </li></ul><ul><li>Apple has created a buzz for the media </li></ul><ul><li>Terrorist organisation (Bloomberg) </li></ul><ul><li>Ipad extra secret this year </li></ul>
  10. 11. <ul><li>Apple are no longer selling products, they are selling brands. Naomi Klein, No Brand </li></ul><ul><li>“ Apple is gaining market share in every category and, given the premium price of their products, that is a significant achievement.” David Bailey, NYTimes </li></ul><ul><li>“ Expressions of almost spiritual faithfulness to the Mac” Charles Pillar, Los Angeles Times </li></ul><ul><li>MobileMe in June 2008 </li></ul>
  11. 12. <ul><li>'The computer for the rest of us' slogan and several ad campaigns playing on a revolutionary theme.” </li></ul><ul><li>Competitors for advantage </li></ul><ul><li>“ Little guy” </li></ul><ul><li>All – in – one </li></ul><ul><li>Future </li></ul>

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