Lê Duy Huỳnh Hạnh Đinh Phước

Khánh Hòa
Phúc

Diệp Đăng
Quang
Đỗ Hiền
Trang

Trần Thị Trương Thị

Thanh Thảo Mai Phương
 Content

1. Brand Identity
2. Brand Positioning
3. 360 degree branding
4. SWOT Analysis
5. Recommendation
BRAND IDENTITY
1.What is the brand’s particular vision and aim?

 Apple brings you such products as the Intersection

of art and technology.

+ =
 2.What makes it different?

 The only company which combines hardware,

software, online service.
 eye-catching

 high quality
3.What need is the brand fulfilling?

Satisfies customers who desire to

have a fashionable style
and reliable technology.
4.What is its permanent nature?

Fashionable

High-tech products
5.What are its values?

Apple believes that the

combination of art and
technology style will overturn
the traditional
human/machine relationship.
6.What is its field of competence? Of legitimacy?

 Invented the PC

 Being directed by Steve Jobs, one of the

most competent CEOs in the world.

 Highly appreciated by information

technology experts.
7.What are the signs which make the brand
recognizable?

 Famous trademark

 Apple logo

 Professional and eye-catching designed products

BRAND POSITIONING
 A brand for WHAT
• High quality
• Fashionable design
• Latest access of technology
A brand for WHEN
• Around the year
• Especially at the beginning
of the academic year
A brand for WHOM
• Business man
• Creative people
• Young people
• Student, young people
• Creative and flexible people
A brand against WHOM
• IBM corp
• Gateway, INC
• Dell computer
• Compaq computer
• Microsoft (software)
• Sony
360 Degree Branding
 Many nothing
But almost and many…
in Vietnam
 360 DEGREE BRANDING

Public relations Celebrity

• Workshop • Famous singers
• Good news • Well known
actors/ actressess

Personal contact
Traditional media
• Words of mouth
• Friends • Newspaper
• Television

In-store/Location
Digital media
• iStore
• Luxury department • Blog
• Chat
stores
• Online service
SWOT Analysis
 STRENGTHS WEAKNESSES

• One of the most healthy IT •High price.

brands •iPod Nano may have a faulty screen.
• Loyal customers
• Large volume of ipod sale

OPPORTUNITIES THREATS

• High demand for IT • Very high level of competition.

• Mobile phone format with • High product substitution effect.
iTunes embedded . • The switch to Intel chip could confuse
• The need for self-actualization Apple's consumers.
of young generation and
business class
• The integration of Intel Chip
Apple’s secret garden
 Every day the Apple Store hosts a variety of free
one-hour WORKSHOPS to help you get the most
from your Mac.
THE GENIUS BAR is the place to go for advice,
insight and hands-on technical support. Get tips,
learn tricks and more.
 Let the Creatives in THE STUDIO
the creative hub of the Apple Store
help you bring your creative projects to life.
 PROCARE members can enjoy a higher level of
service and support at the Apple Store, from personal
training to yearly tune-ups.
 Budget (6 months)

•Workshop: 20,000 x 2 USD

– Sep 2007
– Jan 2008

•Genius bar
•Procare center 200,000 x 3 USD
•The studio
•Marketing campaign 500,000 USD

1,140,000 USD
Total
 “Once upon a time, on a peaceful day…”
“A man sat behind the tree reading books”
“Suddenly, an apple fell upon his head”
He came up with
Gm his
m
F= 1 2

new inventionr
2
 “In the mordern time, also on a peaceful day…”
A man likes to become the Second Newton. So…
heSteve
He is sat beside
Jobs, the
CEO tree reading
of Apple books. INC
Computer,
Can you imagine what happens to him?
He went crazy from that time on and then
founded the Apple Computer, INC.
THANK YOU FOR YOUR LISTENING