Brand Equity Model for the Apple iPod


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This presentation tries to analyze the brand equity model of the Apple iPod and rate it on various factors.

Published in: Business
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Brand Equity Model for the Apple iPod

  1. 1. Apple iPod<br />Brand Equity Model<br />By:Sagar MehtaISBE/SS/09-11R.No. 34<br />
  2. 2. Quick Overview of the iPod<br />Launched by Apple in 2001<br />Over 220 million iPods sold worldwide<br />Best selling digital audio player in the world<br />Models: Shuffle, Nano, Classic, Touch<br />Plays MP3, AAC/M4A, Protected AAC, AIFF, WAV as well as some video formats<br />
  3. 3. Knowledge Metrics<br />Recognition: Apple iPod is the de facto standard in the digital audio player market<br />Unaided recall: ‘MP3 player” brings iPod to mind<br />Aided recall: Brand is established and the ‘apple’ symbol brings it to the forefront in the mind<br />Top-of-mind recall: iPod is usually the first choice<br />
  4. 4. Knowledge Metrics Ratings<br />
  5. 5. Preference Metrics<br />Familiarity: Extremely trusted & familiar brand<br />Consideration: Always considered at least once<br />Purchase: Price is often a consideration as cheaper options are available<br />Usage & Loyalty: Existing users do NOT wish to part with their iPods<br />
  6. 6. Preference Metrics Ratings<br />
  7. 7. Financial Metrics<br />Market share: Over 70% market share<br />Price premium: Known to be a premium price product<br />Revenue: Shrinking audio player market could translate into less revenue<br />Growth Rate: Steady<br />
  8. 8. Financial Metrics Ratings<br />
  9. 9. Overall Brand Rating<br />
  10. 10. THANK YOU<br />