The document summarizes key aspects of the iconic Apple iPod brand. It discusses how the iPod was launched in 2001 and went on to capture 70% of the digital music player market, selling over 300 million units. The iPod is described as having a high-quality, innovative and simple design that provided users freedom and was seen as cool. The document also examines Apple's successful marketing of the iPod through celebrity endorsements and positioning iPod users as unique through its closed iTunes ecosystem. It notes Apple's decision to expand distribution beyond retailers helped further boost sales. In conclusion, it suggests Apple should continue innovating the iPod and leverage its mobile experience to develop new game-compatible and customized local market iPod offerings.

1. EMBA 5202 Brand Management Home Work III
Tuna Taş Executive MBA Student No: 1168106
IPOD: Creating an Iconic Brand

2. Introduction
iPod is a line of portable media players created and marketed by Apple
Launch in October 2001
As of October 2011, total number of iPods sold worldwide is 300 million
http://en.wikipedia.org/wiki/IPod
Won several awards ranging from engineering excellence, to most innovative
audio product
Holds %70 of market share

3. Brand Salience
ImageryPerformance
FeelingsJudgements
Resonance
High Quality
High Credibility
Innovative
Very High loyalty
Strong personal attachment
High sense of community
IPOD Brand Equity Model
Digital music player
Sensational product
High breadth,high depth
Convenient
Simple
Large storage capacity
Easy to use menu(touch-
wheel)
Freedom,excitement
Fun,Cool
Stylish

4. Q1.Most important features of IPOD
Simplicity
Do you think you need assistance to use the click wheel?
•Easy to use,no manuel is needed
http://en.wikipedia.org/wiki/IPod
Design
Steve Jobs thinks that design is not sth “nice to have” but a “must”
“It’s not just what it looks like and feels like. Design is how it works. S.Jobs”
Functionality
Large Storage Capacity
Media Transformation Capability
Itunes Compatibility

5. Simple & Functional

6. Q2.Itunes,should it continue to be a closed system?
Itunes should continue to be a closed system because;
Downloading a song is not a fortune (less than 1 $) so it is not a big challenge for
Itunes users and Apple has great income
It offers a single point of contact for all apple users and devices
This closed system makes Apple users feel themselves “unique”
different”,”special”
Itunes provides Apple, datamining opportunities (behaviours of customers etc)
Current closed system enables Apple to protect its intellectual property

7. Q3.Apple’s MP for IPOD was successful?
Yes because
With the dark “silhouettes” with their iPods and white earphones, Apple dispositioned itself from being a MP3 Player
And they used this every where

8. Q3.Apple’s MP for IPOD was successful?
Yes because
Established successful co-branding activities with Nike,Ferrari and BMW.

9. Q3.Apple’s MP for IPOD was successful?
Yes because
Celebreties (Eminem,U2,Oprah Winfrey, Wynton Marsalis, Coldplay)
were used in commercials.

10. Q3.Apple’s MP for IPOD was successful?
Yes because
Apple touched the feelings of the people and provided them more than a digital portable
media player

11. Q4. APPLE’S DISTRIBUTION NETWORK
Apple’s major focus was great customer experience
Retailers didnt provide sufficient service that Apple requested so it broke out the
relation with reatilers
But Ipod was easy to use, no expertise is needed
Apple extended again the distribution to retailers such as eBay,Best Buy
Apple had 110 stores while there were over 20000 retail stores
Apple easied the consumer to reach the product
More than 300M have been sold
Keller also points out that,
this also affected the sales of Imac.
(Halo effect)
The sales chart
also shows that this is a right decision
(There is a boost after 2004)
http://en.wikipedia.org/wiki/IPod#Sales

12. Q5.What is Next for Apple?
Apple should…
Be simple be fast (Be the first in the market)
Investigate more on Ipods but keep in mind the rise of mobile phones
Use its experience in Iphone,Ipad games and enable a game compatible Ipod
Can customize the product with localization( local celebreties in commercials,
local covers (turkish flag or icon i.e.)for Ipod)
Use wireless earphones
Be able to record/play HD/3D movies

13. Do you think you won’t pay again? I guess not…
Thank you