Apple as a brand Submitted by: Abhishek Subhradeep YogeshThe Brand Management project (31st Oct, 2011)
AbstractWe are documenting:1. The progress of Apple brand on the brand ladder2. The brand’s current position in the ladder3. Sensing the brand essence as per the brand prism
Evolution of its logo• 1976: designed by Jobs and Wayne, with the inscription: “Newton … A Mind Forever Voyaging Through Strange Seas of Thought … Alone.”• 1976-1998: designed by Rob Janoff, reflects the Apple’s then USP of colour graphics. Bitten apple perfectly complements that time slogan of “Byte into an Apple”.• 1998: With the launch of the new iMac in 1998, they changed their logo to a monochromatic apple logoIt is one of the most recognized brand symbols in the world today, and the shape iswhat identifies the company more than the colour.
Evolution of Apple’s product positioning
Late 1970s Apple first started advertising its products in the late 1970s
Late 1970s (contd.) This was a category introduction and hence they first started communication to increase the awareness of personal computer
Early 1980s The 80s showed a wide variety of ads, some of which served to convince consumers that they should purchase a computer, and specifically an Apple.
Early 1980s (contd.) With focus more on physical attributes, the brand positioning here was at the first level of brand ladder.
Late 1980s They started highlighting the objective benefits which is the second level of the brand ladder.
Late 1980s (contd.) More such instances of communicating objective benefits
Early 1990sApple’s new mantra: to keep things simple
Early 1990s (contd.) And Different… …came during their heydays of 1990s, with the “Think Different” campaign, which became very popular as they featured a number of famous people.
1998: Launch of iMac Notice the change of logo
iMac AdsLeaving the text-heavy style behind, the Ads becamemuch more artistic and, for the most part, focusedmuch more on showcasing the product.
iMac Ads (contd.)Ad next level of Brand Ladder, the focus here is onsubjective benefits.
Come 2000 Launch of iBook Ads focused on the inception of a new era holding new norms – a value proposition and hence has reached at the last level of brand ladder: Values
iPod Ads Advertising featuring dark silhouetted characters against bright-coloured backgrounds, focused on a new ways of living life – positioned again on values
Apple – A Source Brand Iphone Ipod Apple Mac Ipad
Product wise positioning• Apple has separate positioning for all its products – Features – Ease of use – Benefits• One of the major advantages of its Source Branding strategy
Iphone 4S Positioning : • It’s the most amazing Iphone yet • Performance • features Brand Laddering : Emotional Benefits
Macbook Air Positioning : • Everyone can have notebook • Ultimate everyday notebook • Thin and light Brand Laddering : • Values • Emotional Benefits
Ipod touch Positioning : • Fun written all over it • Slim Brand Laddering : • Emotional Benefits • Functional Benefits
Apple’s Brand Identity Prism • Cool • Logo • Simplicity • Easy Access GUI •Innovative • Microcomputer • Believe in bringing Culture Relation-• Friendliness Emotional ship•Heartfelt ChangeConnection Touch • Power to people through technology • US culture • Younger Brand • Self Enhancement • Fun • Connected • Making customer feel special •Free thinking
Apple’s Brand Identity PrismPersonality: Apple brand personality is about lifestyle; imagination; innovation; passion; hopes, dreams and aspirations. The Apple brand personality is also about simplicity and the removal of complexity from peoples lives; people-driven product design.Physique: Apple logo, Easy Access GUI, Microcomputers.Culture: You can’t just ask customers what they want and then try to give that to them, by the time you get it built, they’ll want something new. Steve Jobs Perceive what the customer want and they work backward through technology to deliver that. Steve Jobs
Apple’s Brand Identity PrismRelationship: Apple has always projected a human touch -- from the charisma of Steve Jobs to the notion that its products are sold for a love of technology. "Its like having a good friend”. There is a real sense of community among users of its main product lines.Self Image: Apple’s large and complex brand ultimately comes down to its reputation for creating focused high quality products that make its customers feel special and empowered. The "1984" ad began a branding campaign that portrayed Apple as a symbol of free-thinking and creative.Reflection: The value of Apple’s brand is less in the tangible products they create and more in the mindset of the consumer. Associating with Apple product generate self enhancement and special community to associate with.
Apple’s Brand Identity PrismBrand Essence: Apple is the archetypal emotional brand. Its not just intimate with its customers; it is loved. Three main reasons: – Power to the people through technology, "Its always about people. – Apple unique R&D & marketing effort, expressed in product design and advertising. Its products and advertising are clearly recognizable. – The company has established a "heartfelt connection" with its customers.
TributeWe offer our tribute to the great visionary without whom thisproject would never have been conceptualized Abhishek, Shubhradeep & Yogesh