The document provides an overview of Apple Inc. including its history, brand philosophy, line of business, competitors, market share, SWOT analysis, financial performance, and corporate social responsibility efforts. It also includes recommendations to further expand Apple's market potential through opening more retail stores internationally and doing more to protect the environment.

1. BRAND AND BRAND MANAGEMENT GROUP PRESENTATION Group Members Abiodun Solomon Jatinkumar Jani Kanika Maheshwari Oladayo Odunaike Safali Edmond

2. Think Different

5. Mental Map Innovative Intellectual Development Trendy Technology Great Design Highly Ergonomic Trustworthy Passion Target Audience Reliability Excitement Quality Jatin

7. CBBE Model Solomon Loyalty Relationship Engagement Trustworthy Good value Uniqueness Fun Satisfaction Excitement Reliable Durability Stylish Laptops, Mobiles and Music Players

11. Market share Top 5 Smartphone Vendors, Shipments, and Market Share for Year 2010 (Units in million) Top 5 Vendors, Worldwide PC Shipments of First Quarter 2010 (Preliminary) (Units In Thousands) Safali Vendor 2010 Units Shipped 2010 Market Share 2009 Units Shipped 2009 Market Share Year-over-year-growth Nokia 100.3 33.1% 67.7 39.0% 48.2% Research in Motion 48.8 16.1% 34.5 19.9% 41.2% Apple 47.5 15.7% 25.1 14.5% 89.2% Samsung 23 7.6% 5.5 3.2% 318.2% HTC 21.5 7.1% 8.1 4.7% 165.4% Others 61.5 20.3% 32.6 18.8% 88.7% Total 306.6 100.0% 173.5 100.0% 74.4% Rank Vendor 1Q10 Shipments Market Share 1Q09 Shipments Market Share 1Q10/1Q09 1Q10/1Q09 Growth 1 HP 15,596 19.7% 13,004 20.4% 19.9% 2 Acer 10,766 13.6% 7,555 11.9% 42.5% 3 Dell 10,498 13.3% 8,668 13.6% 21.1% 4 Lenovo 6,997 8.8% 4,419 6.9% 58.3% 5 Toshiba 4,610 5.8% 3,562 5.6% 29.4% Others 30,667 38.8% 26,527 41.6% 15.6% All Vendors 79,134 100.0% 63,736 100.0% 24.2%

14. Financial Assessment Apple Microsoft Nokia Year Rank Brand Value($m) Change in Brand Value Rank Brand Value($m) Change in Brand Value Rank Brand Value($m) Change in Brand Value 2010 17 21143 37% 3 60895 7% 8 29495 -15% 2009 20 15443 12% 3 56647 -4% 5 34864 -3% 2008 24 13724 24% 3 59007 5 35942 2007 33 11037 21% 2 58709 3% 5 33696 12% 2006 39 9130 14% 2 56926 -5% 6 30131 14% 2005 41 7985 16% 2 59941 -2% 6 26452 10% 2004 43 6871 24% 2 61372 -6% 8 24010 -18% 2003 50 5554 4% 2 65174 2% 6 29440 -2% 2002 50 5316 -3% 2 64091 -2% 6 29970 -14% 2001 49 5464 N/A 2 65068 N/A 5 35035 N/A

15. Financial Assessment Kanika

18. THANK YOU

19. http:// www.apple.com / http://www.electronista.com/articles/10/04/14/toshiba.jumps.ahead.of.apple.in.q1.2010.results/ http://www.google.co.uk/images?client=firefox-a&rls=org.mozilla:en-US:official&channel=s&hl=en&q=apple+images&um=1&ie=UTF-8&source=univ&sa=X&ei=iTJuTeKcKJCy8QO7zoz2Dg&ved=0CDYQsAQ&biw=1280&bih=839 http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspx Reference

20. http://www.marketingminds.com.au/branding/apple_branding_strategy.html http://mktg.uni-svishtov.bg/ivm/resources/CustomerBasedbrandEquityModel.pdf http://news.cnet.com/8301-13579_3-20030831-37.html Keller, K L (2001) ‘Building Customer Based Brand Equity’, journal of advertising research, pp.15-19 Reference