Apple: Brand Exploratory
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Brand Exploratory: Apple
Group 3Rohan Narang 201131Rohit Bhartiya 201133
Shikha Chaudhry 201153Shruti Sharma 201155
Surya P. Naulakha 201162Vibha Bansal 201174
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Source: http://www.millwardbrown.com
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Source: http://brandfinance.com/
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Brand Equity : APPLE (from primary and secondary research)
Free association: The Apple brand is openly loved, maybe even adored with strong levels of association to words like ‘cool’ ‘awesome’ and even ‘love’.
Awareness: very high, unaided recall, aspiration for many. The Apple logo is one of the most famous logos in the world (source: research by nextweb)
Projective Techniques: The words ‘design’, ‘creative’ and ‘innovation’ are synonymous to apple.
Image: cult image – superior, exclusive, awesome, creative, expensive
Brand personality and values: Steve jobs = Apple – passionate, perfectionist, better than best, simple, unique, leader, rebellious, revolutionary.
Brand Responses- enormous anticipation for each new product launch
Brand Relationships: fanatical adoption of its products from those that align themselves with the Apple identity and those who aspire to. High brand loyalty.
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Apple Mental Map
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Free Associations
Apple
High quality, Great user interface, Fast,
Reliable
Classy, Exclusive,User – friendly,
Great Design
Feelings of Self-confidence, Self-esteem, SuperioritySimple to Use,
Powered through Technology, Efficient
Innovative, Intuitive, Friendly, Reliable,
Cool, Trendy, Casual
Appropriate for fun and casual social
situations
Passionate, High dreams and aspirations,
High Self-esteem, Loyal
BENEFITS
ATTRIBUTES
Symbolic
Usage ImageryUser Imagery
Brand Personality
Functional
Product-Related
Experiential
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Most wanted electronic product
More breadth, than depth
Intel- technology, eco-friendly, latest
screen touch technology, fast
Uniqueness, Innovation, Pioneer
(specifically for designers)
Best state-of-art technology, Most innovative, Best
quality and design
Belonging, Unique, Satisfied
High Customer Loyalty, High purchase every new release rate, Attachment
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Apple Portfolio
Mac FamilyMac book
Mac Book ProMac Book Air
Mac MiniiMac
Mac Pro
iPod FamilyiPod ShuffleiPod Nano
iPod ClassiciPod TouchApple TVNike+iPod
iPhone FamilyiPhone 3GiPhone 3Gs
iPad FamilyiPad
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