Apple - Table of Contents
Table of Contents
Table of Contents i-ii
Executive Summary iii
1. Background of Apple Inc. P.1
2. Apple Inc.’s Brand Development Decision
1. Brand Identity
1. Salience dimension P.2
2. Brand Meaning
1. Performance dimension P.2-3
2. Imagery dimension P.4
3. Brand Reponses
1. Judgments dimension P.4-5
2. Feelings dimension P.5-6
4. Brand Relationship
1. Resonance dimension P.6
3. Marketing mix
1. Product……. P.7
2. Price……… P.7
3. Place……… P.8
4. Promotion……… P.8
4. Brand Value Chain
1. Marketing Programme Investment P.9
2. Customer ‘Mindset’ P.9-10
3. Market Performance P.10
4. Shareholder Value P.10
5. Conclusion P.11
6. Reference P.12
7. Bibliography P.13
Executive Summary
The purposes of this project were critically reviewed and evaluated the brand development strategy that Apple Inc. has been used by using the marketing mix, customer-based brand equity model and brand value chain.
Firstly, evaluate the role of the marketing mix to support Apple Inc. through the marketing mix model including the 4Ps – product, price, place and promotion. Secondly, to analyze Apple Inc.’s salience, performance, imagery, judgment, feelings and resonance dimensions from customer’s point of view by using the customer-based brand equity model. Finally, use the brand value chain from the company’s point of view to find out the marketing programme investment, customer mindset, market performance and shareholder value of the brand.
Background of Apple Inc.
Apple Inc. (NASDAQ: AAPL; formerly Apple Computer, Inc.) is an American multinational corporation with a focus on designing and manufacturing consumer electronics and closely related software products. Apple Inc. was established in Cupertino, California on April 1st, 1976 by Steve Jobs, Ronald Wayne and Steve
Table of Contents i-ii
Executive Summary iii
1. Background of Apple Inc. P.1
2. Apple Inc.’s Brand Development Decision
1. Brand Identity
1. Salience dimension P.2
2. Brand Meaning
1. Performance dimension P.2-3
2. Imagery dimension P.4
3. Brand Reponses
1. Judgments dimension P.4-5
2. Feelings dimension P.5-6
4. Brand Relationship
1. Resonance dimension P.6
3. Marketing mix
1. Product……. P.7
2. Price……… P.7
3. Place……… P.8
4. Promotion……… P.8
4. Brand Value Chain
1. Marketing Programme Investment P.9
2. Customer ‘Mindset’ P.9-10
3. Market Performance P.10
4. Shareholder Value P.10
5. Conclusion P.11
6. Reference P.12
7. Bibliography P.13
Executive Summary
The purposes of this project were critically reviewed and evaluated the brand development strategy that Apple Inc. has been used by using the marketing mix, customer-based brand equity model and brand value chain.
Firstly, evaluate the role of the marketing mix to support Apple Inc. through the marketing mix model including the 4Ps – product, price, place and promotion. Secondly, to analyze Apple Inc.’s salience, performance, imagery, judgment, feelings and resonance dimensions from customer’s point of view by using the customer-based brand equity model. Finally, use the brand value chain from the company’s point of view to find out the marketing programme investment, customer mindset, market performance and shareholder value of the brand.
Background of Apple Inc.
Apple Inc. (NASDAQ: AAPL; formerly Apple Computer, Inc.) is an American multinational corporation with a focus on designing and manufacturing consumer electronics and closely related software products. Apple Inc. was established in Cupertino, California on April 1st, 1976 by Steve Jobs, Ronald Wayne and Steve
Bibliography: 7.1 Books • Graham Hooley Nigel, F. Piercy, Brigitte Nicoulaud, 2008 Marketing Strategy and Competitive Positioning (4thedition), Prentice Hall • David W. Cravens, Nigel F. Piercy, , 2006.. Strategic Marketing. McGrew-Hill • Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen, 2009. Marketing Management. Person Education Limited. 7.2 Websites • Google • Yahoo • Wikipedia