its about brands and brand equity and about the new products launched by apple in 2015 and their sale and about their brand equity.

1. Brands
And Brand
Equity

2. Consumers
Buy Products;
They Choose
Brands!

3. What Is a Brand
A brand is a name,term,sign,symbol,or design or a combination
of them, intended to the identity goods and services of one seller
or group of sellers and to differnetiate them from those of
competitors.

5. what does a brand
Convey?
A brand can convey upto 6 level of meanings:
=> Attribute
=> Benefits
=> Values
=> Culture
=> Personality
=> Users

6. why brands
=> Brand signals the source of the product
=> Protects customer and producer from competitors who have
identical products
=> Consumers form relationship with brands,not products or
companies
=> brands make an emotional and trust-based connection with
consumer and distinguishes it from competition

7. Brand equity

8. Brand equity: key aspects
=> Brand equity is a set of assets
- management of brand equity involves
investment to create and enhance these assets
=> Each brand equity asset creates value in a variety of very
different ways
- it is imperative to be sensitive to the ways in which strong
brands create value
=> Brand equity creates value for customer and firm
=> For assets or liabilities to underlie brand equity,they must
be linked to name/symbol of the the brand

9. Various Laws
regarding brands
The Law of the company:Brands are brands,and companies are companies
there is a difference.Titan is owned by the Tata group who though highly regarded in
indian industry are associated more with heavy industries such as steel and truck
building,than with watch making.
The law of siblings:There is always a time and a place to launch a second
brand, but when it is done it should be insured that both brands have separate and
distinct identities.Each brand should be kept unique and special.When Titan decided to
diversify into the jewellery segment,they did not call their new brand ‘Titan jewellery’,
instead of the high standing of the Titan name in the minds of the indian consumers so
the jewellery was called ‘Tanishq’.

10. The Law of shape:A brand’s logotype should be well
designed,in order to fit the eyes. Visual symbols(again with the
possible exceptions of Nike’s “swoosh” or mercedes’
3-pointed star) are highly overrated. the meaning lies in
words, not the symbols.
The law of Color:A brand should use and typeface that is opposite of its major
competitor.For example, while coca-cola stands for red and appears in running
handwriting, pepsi stands for blue and appears in capital.
The Law of borders:A brand should know no borders and boundaries.With a
name that stands for ‘Hindustan Machine Tools,HMT’ would be hard-pressed to sell a
single watch outside Indian Territory.Such is not the case with the more globally oriented
name, ‘Titan’.Titan is sold in over 40 countries through marketing subsidiaries in
London, Singapore and Dubai.

11. Benefits of Brand Equity:
Strong brand equity leads to:
=> strong market share
=> customer loyalty
=> most favorable response to price increases
=> less vulnerability to competitor activity
=> brand extension opportunities
=> communication messages which reach the consumer
In retaining these benefits, strong brand equity will ensure that a
product is of an enduring nature.Ultimately, strong brand equity
will improve profitability.

12. Do’s & Don’ts in Brand
equity
Define the core brand’s position and value clearly:A product
should be properly positioned and its value (which includes price,
quality and image) should be properly defined. as mention in the
section regarding the law of the word,the two words most highly
identified with Titan are “quality” & “Indian”. these should thus
be emphasized upon. This is exactly what Titan has done.

13. Don’t neglect Public Relations:
Public Relations,PR are vital to the success and
survival of any brand.Newsletter,event and entertainment
sponsorships and other form of PR help to define personality of
a company or brand,positioning it as a good corporate citizen,
and someone nice to do business with.
Titan also sponsors a number of popular television
programmes,a prime example of which is star world’s “The
Practice”.

14. Value To the Customer
=> Brand Equity assets can help customer interpret,process
and stores huge quantity of information about products/
brands.
=> it can affect customer’s confidence in purchase decision
- due to past-use experience or familiarity with brand.
=> Both perceived quality and brand associations can enhance
customer’s satisfaction with use experience.
- Knowing brand is Arrow can make user feel different.

15. Brand Identity
The visible element of a brand (such as colors,design,
logotype,name,symbol) that together identify and distinguish the
brand in the consumer’s mind. brand identity consists of a core
identity and an extended identity.
You should try to have a strong brand identity so that people will
always want to come back to your brands.

16. Identity Structure Of
Brand

17. Core Identity
The core identity represent the timeless essence of a brand. It
is central to both the meaning and success. It indicates the reason
why the brand has been brought into existence. The elements of a
core identity remain resistant to change. It is generally the first
word that people behind the brand may utter when asked what the
brand stand for.
=> Lux: beauty bar for young women
=> Dettol: antiseptic,protection
=> johnson & johnson: Trust and quality a baby needs

18. Extended Identity
The extended brand identity includes elements that provide
texture and completeness. The extended identity fills in the
picture, adding details that help in portray what the brand stands
for,
Examples:Mcdonald’s sub-brands,logo,characters.
Nike’s personality,logo,sub-brands,slogan.
Close Up’s variants,packaging

19. David Aaker’s Brand
Equity Model

20. David aaker views brand equity as a set of 5
categories of assets & liabilities linked to brand
that add or subtract from the value provided by the
product or the firm’s customers:
These categories of brand assets are:
=> Brand loyalty
=> Brand awareness
=> Perceived quality
=> Brand association
=> Other proprietary assets (patents, trademarks, channel
relationships).

21. Brand loyalty
=> Brand Loyalty is a measure of attachment that that a
customer has to a brand.
=> It reflects how likely a customer will be to switch to other brand
- Especially when that brand makes a changes either in
price or in product features.
=> It is one indicator of Brand Equity which is linked to future
profits.
- Brand Loyalty directly translates into future sales.

22. Brand Awareness
=> A known Devil is better than an unknown angel.
=> Awareness refers to the Brand’s strength presence in the
customer’s mind.
=> consumers prefer a brand that they have previously seen to
one that is new to them.
=> Familiar brand has an edge.

23. Perceived Quality
perceived Quality can be defined as the customer’s perception
of the overall quality or superiority of a product or service with
respect to its intended purpose,relative to alternatives.

24. Brand Associations
=> Brand equity is supported by associations that consumers
make with a brand.
=> Brand Association is anything linked in memory to a brand
- Associations include product attributes,Celebrity
spokesperson and symbol.
=> Associations not only exists but has level of strength
- A link to a brand will be stronger when it is based on many
experiences.

25. Types Of Associations
=> Product Attributes
=> Intangibles
=> Customer Benefits
=> Relative price
=> Use/application
=> User/customer
=> Celebrity/person
=> Lifestyle/personality
=> product class
=> Competitors
=> Country/geographical area

26. Case Study Of products
Launched By Apple Brand
In 2015

27. Start-Up Of Apple
Company
=> Steve Job approached Steve Wozniak to sell the computer he
was building as a hobby.
=> Once they got the capital needed,they assembled the Apple 1
in jobs’ parents garage and released it april 1,1976.
=> Although the Apple 1 wasn’t successful,the Apple 2 sold very
well and the company expanded greatly.

28. Research & Development
=> Apple has achieved Success with a surprisingly low cost of
Research & Development.
=> from March 2011-march 2012 they only spent 2% of their
revenue on R&D.
=> rather than having R&D play a major role,they focus on
innovating & developing products that the customer will want
not what they think they will want.
=> Most valuable company in the world,but not in top 10 for R&D
spending.

29. Apple’s Brand Equity
Apple is far and away the most valuable global brand of 2015,
according to report from Brand Finance. The U.S. brand behind
the iPhone 6 and iPhone 6 Plus is worth a record $128 billion
using Brand Finance’s formula (Brand Strength Index x brand
“royalty rate” x brand revenues). This is up 23 percent from its
$105 billion valuation in 2014.
“That value is huge not just in its own terms but also as a
proportion of Apple’s record-breaking corporate valuation,” said
David Haigh, CEO of Brand Finance. “It goes to show how
valuable brands are as business assets and how important it is to
manage them well.”

30. Products Launched In 2015
(iphone 6s & iphone 6s Plus)
After a year of rumours,speculation and ever-mounting
evidence,Apple has finally released the iphone 6s & iphone 6s
plus on 25th september 2015 and became available to buy in
stores from 25th sept in 12 countries including the U.k.It’ll be in
130 countries by the end of the year.As expected,the new iphones
come in a new rose gold colour and also offer 3d touch,but there
are lots of other new features too.

31. Brand Equity Of Apple
=> people associate Apple with innovative,well-designed,
easy to use/user friendly, and high-tech products.
=> The brand strategy focuses on emotions of the consumers.
=> The brand personality is about lifestyle and simplicity.
=> Apple wants customers to love its brands not use it.
Like its products,Apple’s stores
are sleek and high-tech

32. Sale of iphone 6s &
iphone 6s plus in India
Technology Firm Apple on monday said iphone 6s & iphone 6s
plus will be available for sale in india from october 16 2015. A
starting price of iphone 6s & iphone 6s plus is Rs 62,000 and the
high-end model at Rs 92,000.Apple records a sale of 13 millions
for these units,whereas market was expecting a figure of 10-11
million.As per IHS,Apple spends $236 on manufacturing,
distributing & selling both iphones & it sold for $749,which is a
whooping 217.4% margin on every device.

33. Price of Apple Watches
And Its Sales
·Expected starting price for this watch in india is upward of Rs 35,000
Apple Watch has gone on sale worldwide online and in Apple Stores
There are three models of Apple Watch: Apple Watch, Apple Watch
Sport and the 18k gold Apple Watch Edition. Prices range from £299 to
£13,500 inc VAT.Apple generated $49.6 billion in revenue, slightly
above analysts' expectation of $49 billion. It earned a profit of
$10.7 billion, trailing its record of $18 billion that it set during the
first quarter of this year.

34. Apple Watches
According to the latest reports, Apple Watch could see an India
release date as early as October before the festival season. The
pricing details of the watch in India is still awaited but it’s
expected to start from Rs. 25,000 for the base model. Apple
Watch provides features such as Stopwatch, Timer, Alarm,
Reminders, GPS, Maps, Heart Rate Sensor and a number of
other features through apps.Recently Apple revealed 3.6 million
watch
has been shipped since its launch so far.In India Apple is not
Offering any of its product directly instead the products are

35. Apple T.V Launched
In 2015
It’s been a long time since Apple updated a Apple tv,the last
significant update was back in 2012.The releasing date of latest
Apple tv is 4th october 2015.The new Apple T.V is all about the
Apps,user will be able to visit the app store and download many
of the app they already run on their ipad and iphone for use on
the Apple t.V.

36. Positive Results With
The Brand Equity Of
Apple Brand
Each Apple store make an average of $11.1 million in revenue
and gets about 17,000 visitors per week. Due to its good image or
reputation company Earned Revenue in millions and further
expand its business.in 2016 they will have a new $5 billion office
campus.Apple’s new $5 billion campus is expected to be finished
in 2016

37. Conclusion
Strong brand provide value and have a variety of benefits.To
customers,brand provide direction,they provide reassurance.
Brands reduce risk and they provide a way to self-express. To
marketers they provide a competitive advantage. Brands provide
a means for segmentation for different markets,and a entry into
new new categories that are going to bring greater financial
returns.Many associations are linked to a strong brand. If you
look at strong brands,they have a couple of very good source of
strength and a bigger picture of what the brand means and how it
is relevant to the customer.