This document summarizes the evolution and positioning of the Apple brand. It discusses the progression of Apple's logo from 1976 to 1998. It then examines how Apple's product positioning has evolved from focusing on physical attributes in the early 1980s to highlighting values by 2000. The document also analyzes Apple using the brand prism framework, identifying its personality, physique, culture, relationships, self-image, and essence. It positions Apple as an emotional brand that empowers users through technology.

1. Apple as a brand
Submitted by:
Abhishek
Subhradeep
Yogesh
The Brand Management project (31st Oct, 2011)

2. Abstract
We are documenting:
1. The progress of Apple brand on the brand
ladder
2. The brand’s current position in the ladder
3. Sensing the brand essence as per the brand
prism

3. 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 logo
It is one of the most recognized brand symbols in the world today, and the shape is
what identifies the company more than the colour.

4. Evolution of Apple’s product
positioning

5. Late 1970s
Apple first started
advertising its products in
the late 1970s

6. Late 1970s (contd.)
This was a category
introduction and
hence they first
started
communication to
increase the
awareness of
personal computer

7. 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.

8. Early 1980s (contd.)
With focus more
on physical
attributes, the
brand
positioning here
was at the first
level of brand
ladder.

9. Late 1980s
They started highlighting
the objective benefits
which is the second level
of the brand ladder.

10. Late 1980s (contd.)
More such instances of
communicating objective
benefits

11. Early 1990s
Apple’s new mantra: to keep things simple

12. 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.

13. 1998: Launch of iMac
Notice the change of logo

14. iMac Ads
Leaving the text-heavy style behind, the Ads became
much more artistic and, for the most part, focused
much more on showcasing the product.

15. iMac Ads (contd.)
Ad next level of Brand Ladder, the focus here is on
subjective benefits.

16. 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

17. 2001

18. iPod Ads
Advertising featuring
dark silhouetted
characters against
bright-coloured
backgrounds,
focused on a new
ways of living life –
positioned again on
values

19. Apple – A Source Brand
Iphone
Ipod Apple Mac
Ipad

20. 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

21. Iphone 4S
Positioning :
• It’s the most amazing
Iphone yet
• Performance
• features
Brand Laddering :
Emotional Benefits

22. Ipad
Positioning :
• Amazingly thin
• Powerful
• Lots of apps
Brand Laddering :
Functional Benefits

23. Macbook Air
Positioning :
• Everyone can have
notebook
• Ultimate everyday
notebook
• Thin and light
Brand Laddering :
• Values
• Emotional Benefits

24. Ipod touch
Positioning :
• Fun written all over it
• Slim
Brand Laddering :
• Emotional Benefits
• Functional Benefits

25. Apple’s Brand Identity Prism
• Cool
• Logo • Simplicity
• Easy Access GUI •Innovative
• Microcomputer
• Believe in bringing
Culture
Relation-
• Friendliness Emotional
ship
•Heartfelt Change
Connection
Touch • Power to people
through technology
• US culture
• Younger Brand
• Self Enhancement • Fun
• Connected • Making customer
feel special
•Free thinking

26. Apple’s Brand Identity Prism
Personality:
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 people's 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

27. Apple’s Brand Identity Prism
Relationship:
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. "It's
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.

28. Apple’s Brand Identity Prism
Brand Essence:
Apple is the archetypal emotional brand. It's not just intimate with its
customers; it is loved. Three main reasons:
– Power to the people through technology, "It's 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.

29. Tribute
We offer our tribute to the great visionary without whom this
project would never have been conceptualized
Abhishek, Shubhradeep & Yogesh

30. References
• http://www.apple.com/why-mac/
• http://www.macmothership.com/gallery/gallery9.html
• http://www.instantshift.com/2009/01/29/20-corporate-brand-logo-
evolution/
• http://www.webdesignerdepot.com/2009/09/the-evolution-of-
apple-ads/
• http://en.wikipedia.org/wiki
• www.youtube.com
• http://www.wired.com/epicenter/2011/10/10-years-of-ipod-
commercials/
• http://stevechallis.com/2010/apr/30/branding-and-brand-
management-apple/
• http://stevechallis.com/2010/apr/30/branding-and-brand-
management-apple/