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Group Members
Abiodun SolomonJatinkumar Jani Kanika MaheshwariOladayo OdunaikeSafali Edmond
BRAND AND BRAND MANAGEMENTGROUP PRESENTATION
Think Different
Overview History of Apple Mental Map Brand Philosophy and CBBE Model Apple Line of Business Brand Strategy and its Competitors Market Share SWOT Analysis CSR Model Financial Analysis Conclusions and Recommendations
Jatin
Founded in April 1st 1976 California, United States by
• Steve Jobs• Steve Wozniak• Ronald Wayne
Company’s Profile• Design and manufacture Computer software and hardware • Consumer electronics • Digital distribution
“Byte into an apple” – First Slogan
History of Apple
Jatin
Mental MapInnovative
Intellectual Development
Trendy
Technology
Great Design
Highly Ergonomic
Trustworthy
PassionTarget Audience
Reliability
Excitement
Quality
Jatin
The Apple Brand Philosophy
• Simple, not the complex• Believe in controlling primary technologies• Make a significant contribution in market• Quality product not quantity• On the face of the Earth to make great products• Having an unbridled passion for the things you believe in
Solomon
CBBE Model
LoyaltyRelationshipEngagement
TrustworthyGood valueUniqueness
FunSatisfactionExcitement
ReliableDurability Stylish
Laptops, Mobiles and Music Players
Solomon
The Apple Line of Business• Line of desktop and notebook computers• The iPod digital music player• The Mac OS X operating system• The iTunes music store• The iPhone• The iPad• Coming up with new product like iTv, Mac Book Air and iPad Newspaper. • The brand has different labels with the apple name and logo.
Safali
The Apple Brand Strategy
• Centralised marketing team
• A store just for apple
• Media fodder
• Education sales
• Varied products
• New innovations and attractivenessSafali
Competitors
Different types of competitors
PC manufacturer’s like Dell, HP and IBM
Operating System such as Microsoft
Mobile device manufacturer’s like HTC, Blackberry and Nokia
`
Safali
Market share Vendor 2010 Units
Shipped2010 Market Share
2009 Units Shipped
2009 Market Share
Year-over-year-growth
Nokia 100.3 33.1% 67.7 39.0% 48.2%Research in Motion
48.8 16.1% 34.5 19.9% 41.2%
Apple 47.5 15.7% 25.1 14.5% 89.2%Samsung 23 7.6% 5.5 3.2% 318.2%HTC 21.5 7.1% 8.1 4.7% 165.4%Others 61.5 20.3% 32.6 18.8% 88.7%Total 306.6 100.0% 173.5 100.0% 74.4%
Top 5 Smartphone Vendors, Shipments, and Market Share for Year 2010 (Units in million)
Rank Vendor 1Q10 Shipments
Market Share 1Q09 Shipments
Market Share 1Q10/1Q09
1Q10/1Q09 Growth
1 HP 15,596 19.7% 13,004 20.4% 19.9%
2 Acer 10,766 13.6% 7,555 11.9% 42.5%
3 Dell 10,498 13.3% 8,668 13.6% 21.1%
4 Lenovo 6,997 8.8% 4,419 6.9% 58.3%
5 Toshiba 4,610 5.8% 3,562 5.6% 29.4%
Others 30,667 38.8% 26,527 41.6% 15.6%
All Vendors 79,134 100.0% 63,736 100.0% 24.2%
Top 5 Vendors, Worldwide PC Shipments of First Quarter 2010 (Preliminary) (Units In Thousands) Safali
SWOT AnalysisStrength
• Unique operating system• Design innovator• Fantastic Marketing strategy• Strong research and development department
Weaknesses• Weak relationship with Intel and Microsoft• Small product life Cycle• Battery Problem• Faulty screen can break in minimum impact• Expensive• Strong competition
Kanika
Opportunities• Develop antivirus software• Develop new laptop models• Introduce new mobile advertising platform
Threats• High product substitution effect• Incompatibility with other software • Free music online downloads impact iTunes sale• Legal lawsuits
SWOT Analysis (Cont.)
Kanika
Apple Microsoft NokiaYear Rank Brand
Value($m)
Change in Brand Value
Rank Brand Value($m)
Change in Brand Value
Rank Brand Value($m)
Change in Brand Value
2010 17 21143 37% 3 60895 7% 8 29495 -15%
2009 20 15443 12% 3 56647 -4% 5 34864 -3%
2008 24 13724 24% 3 59007 5 35942
2007 33 11037 21% 2 58709 3% 5 33696 12%
2006 39 9130 14% 2 56926 -5% 6 30131 14%
2005 41 7985 16% 2 59941 -2% 6 26452 10%
2004 43 6871 24% 2 61372 -6% 8 24010 -18%
2003 50 5554 4% 2 65174 2% 6 29440 -2%
2002 50 5316 -3% 2 64091 -2% 6 29970 -14%
2001 49 5464 N/A 2 65068 N/A 5 35035 N/A
Financial Assessment
Financial Assessment
Kanika
Corporate social Responsibility (CSR)
• Safe working conditions
• Treat workers with dignity and respect
• Use environmentally responsible manufacturing processes
• Disclosure of information
• Protection of intellectual property
Oladayo
Conclusion and Recommendations
•Great market potential •Leadership Succession Plan
•Open own stores in major continental countries•Eg. Nigeria, India•Apple should do more in Green Policy to protect out environment from toxics
Oladayo
THANK YOU
http://www.apple.com/
http://www.electronista.com/articles/10/04/14/toshiba.jumps.ahead.of.apple.in.q1.2010.results/
http://www.google.co.uk/images?client=firefox-a&rls=org.mozilla:en-US:official&channel=s&hl=en&q=apple+images&um=1&ie=UTF-8&source=univ&sa=X&ei=iTJuTeKcKJCy8QO7zoz2Dg&ved=0CDYQsAQ&biw=1280&bih=839
http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspx
Reference
http://www.marketingminds.com.au/branding/apple_branding_strategy.html
http://mktg.uni-svishtov.bg/ivm/resources/CustomerBasedbrandEquityModel.pdf
http://news.cnet.com/8301-13579_3-20030831-37.html
Keller, K L (2001) ‘Building Customer Based Brand Equity’, journal of advertising research, pp.15-19
Reference