Submitted by: Group 13

Jinson Chacko-M027/13
Shashank Gupta-M064/13
Deepak Kumar-M103/13
Mitan Das-M119/13
Noel Prabhat-M124/13
Prashant Singh-M127/13
Sam Abhinav Kullu-M140/13

Introduction
Apple Inc. is an American multinational corporation headquartered in
Cupertino, California, that designs, develops, and sells consumer electronics,
computer software, online services, and personal computers. Its best-known
hardware products are the Mac line of computers, the iPodmedia player, the
iPhonesmartphone, and the iPadtablet computer. Its online services include
iCloud, iTunes Store, and App Store. Apple's consumer software includes the
OS X and iOSoperating systems, the iTunes media browser, the Safari web
browser, and the iLife and iWork creativity and productivity suites.
Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on April
1, 1976, to develop and sell personal computers. It was incorporated as
Apple Computer, Inc. on January 3, 1977, and was renamed as Apple Inc. on
January 9, 2007, to reflect its shifted focus towards consumer electronics.
Apple is the world's second-largest information technology company by
revenue after Samsung Electronics, and the world's third-largest mobile
phone maker. On November 25, 2014, in addition to being the largest
publicly traded corporation in the world by market capitalization, Apple
became the first U.S. company to be valued at over $700B. As of 2014, Apple
employs 72,800 permanent full-time employees, maintains 437 retail stores
in fifteen countries, and operates the online Apple Store and iTunes Store,
the latter of which is the world's largest music retailer.
Apple's worldwide annual revenue in 2014 totaled $182 billion (FY end
October 2014). Apple enjoys a high level of brand loyalty and, according to
the 2014 edition of the Interbrand Best Global Brands report, is the world's
most valuable brand with a valuation of US$118.9 billion. However, the
company has received criticism for its contractors' labor practices, as well as
for its own environmental and business practices.

Apple Brand Portfolio

Apples Brand portfolio is largely divided into the below categories:
1) Laptop/PC:
MacBook Air
MacBook Pro
Mac Mini
iMac
Mac Pro
2) iPod/iPad :
iPad 1
iPad 2
The new iPad
iPad mini
iPod shuffle
iPod Nano
iPod Touch
iPod Classic
3) iPhone :
iPhone 2G
iPhone 3G
iPhone 3Gs
iPhone 4
iPhone 4s
iPhone5
iPhone5s
iPhone6
iPhon6 plus
4) Others :
Mac OS
iTunes
Apple TV
iWatch

Apple Competitors
Samsung: Samsung is the biggest competitor of Apple in mobile phones
market. It has below salient points:

Samsung products are loaded with features

Heavy focus on the features and specifications of their products

in their commercials

Android: Android is the biggest competitor of Apples iOS in mobile handset

division. Below are the salient points regarding Android OS:

Android operating system is used in various smartphones of

various vendors

Advertisements of these smartphones project usage of a cutting

edge technology

Microsoft: Microsofts Windows is the biggest competitor of Mac OS used in

Apples Laptops. The main features of Microsofts Windows are below:

Microsofts operating systems windows 7/8 are direct Competitor

to Apple

The Windows operating system prides itself on being quick,

reliable and user friendly

Dell: Dell is Apples biggest competitor in laptop manufacturing segment.

Dell has below main points:

Dell has positioned itself in the market as a competitor to Apple

with high affordability and being user friendly

Dell focuses their advertisement campaign with an economical

approach

Apple: Brand Inventory and Brand Elements

Logo:

Easy to recognize

Simple

Quality and innovative

One of the most valuable symbol

Packaging:

Very simple Packing

Separate department for designing and packaging

Focus on opening the package for the first time a memorable experience

Brand Mantra: The brand mantra for Apple is Think different

Since 1990

Reflects Apples core value of innovation

Slogans:

iPod Classic: 10,000 songs in your pocket

iPhone 5: The biggest thing to happen to iPhone since iPhone

MacBook : MacBook Air. The world's thinnest notebook

Evolution of Apples Logo:

Original Logo
Present

19776-1988

1998-2000

2000-2007

Brand Inventory: POPs and PODs, Brand Mental

Map
POP: Points of parity for Apple include:

Exclusive retail store

Completely based on applications

Quality touch screen

Good sound system

POD: Points of Differentiation for Apple are:

Operating system

Hardware and technology

Innovative

Unique design

Mental Map for Apple: The various elements of Apples mental map are:

Innovative

Excitement

Trustworthy

Great Design

Quality

Technology

Trendy

Brand Exploratory
For brand exploratory we analyzed six factors & came up with the following insights:
Brand Depth Brand Recall was strong as it was the second most known Brand in the
consideration set. Also, Brand Recognition is strong as 100% of the sample
knew the Brand and Logo
Brand Breadth It was high as 67% of the sample considered buying an Apple product as the
first or second choice. Around 87% of the sample knew how to utilize an
Apple product
Brand Identity There is huge awareness of the brand, but only 40% knew the Slogan Think
Different belonged to Apple
Brand Meaning The sample related the image of the brand to mostly Innovation, Technology
and being Trendy
Brand Response People preferred to buy Apple products if all the products in that domain are
priced the same. Around 63% of the sample felt that the brand is unique
Brand Relationship There is a strong loyalty towards the brand which is shown by 81% of the
sample with past use of Apple products will continue buy the product

CBBE Model
We built a Customer Based Brand Equity model for Apple R

Brand Salience - All participants knew about Apple and they related
Innovation with Apple
Brand Performance - Participants believe that Apple is a Trendy, Reliable,
Durable and Serviceable brand
Brand Imagery - Apple has an image of Sophistication, Technology, Friendly,
Warm, Fashion & Savvy associated with it
Brand Judgments Apple was judged to be a High quality, Credibility,
Premium and a Superior brand by the participants
Brand Feelings All participants felt that Apple is in some way or the other
full of Fun, Excitement , Pride, Diverse and Colors
Brand and Customer Resonance Participants were Loyal & felt good
about Apple. They were generally extravagant people

Brand Reinforcement
Since, Apple keeps buying new domains at exorbitant prices and it always
tries to maintain an up market image, it has successfully been reinforcing
itself. It even Removed the one billionth app Baby Shaker in an effort to
reinforce itself

Brand Revitalization
Apple should Strip out what makes the brand great-focus communication and
product development on this. It shouldnt feel pressured to appeal to
everyone greater loyalty amongst a smaller group can be just as powerful. It
should believe in itself brand internal confidence helps drive consumer
credibility. Also, it can exploit halo opportunities -where there is a clear link
between corporate identity and brands facilitate a two way transfer of
credible values. And lastly it should be consistent drive clarity of
associations right through the line.

Recommendations

Should focus more on Corporate Social Responsibility. The other big brands
IBM and Microsoft donates almost 400 million and 150 million respectively on
these fronts

Increase advertising efforts as many dont remember any ads on mass media
and focus of Brand Slogan as there people who dont remember the Slogan

Apple stores should be more accessible so that customers get a feel of the
product

Apple should actively participate in culture or sports

Apple should have Brand Ambassadors that describe the product

Should be careful in engaging the lower end of the market