The document discusses the Apple iPod brand equity model, highlighting its launch in 2001 and its status as the best-selling digital audio player with over 220 million units sold. It outlines key metrics of brand recognition, preference, familiarity, and financial performance, noting the iPod's strong market share and the challenges posed by a shrinking audio player market. Overall, the iPod is established as a trusted and familiar brand, often considered by consumers despite the availability of cheaper alternatives.

1. Apple iPodBrand Equity ModelBy:Sagar MehtaISBE/SS/09-11R.No. 34

2. Quick Overview of the iPodLaunched by Apple in 2001Over 220 million iPods sold worldwideBest selling digital audio player in the worldModels: Shuffle, Nano, Classic, TouchPlays MP3, AAC/M4A, Protected AAC, AIFF, WAV as well as some video formats

3. Knowledge MetricsRecognition: Apple iPod is the de facto standard in the digital audio player marketUnaided recall: ‘MP3 player” brings iPod to mindAided recall: Brand is established and the ‘apple’ symbol brings it to the forefront in the mindTop-of-mind recall: iPod is usually the first choice

4. Knowledge Metrics Ratings

5. Preference MetricsFamiliarity: Extremely trusted & familiar brandConsideration: Always considered at least oncePurchase: Price is often a consideration as cheaper options are availableUsage & Loyalty: Existing users do NOT wish to part with their iPods

6. Preference Metrics Ratings

7. Financial MetricsMarket share: Over 70% market sharePrice premium: Known to be a premium price productRevenue: Shrinking audio player market could translate into less revenueGrowth Rate: Steady

8. Financial Metrics Ratings

9. Overall Brand Rating

10. THANK YOU