Apple Brandz Report

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for Hill & Knowlton

What is BRANDZ? BRANDZ™ is the most in-depth and actionable study of

brands ever undertaken.

Covers over 50,000+ of the world’s biggest & key local brands, including corporate and product ones

It is based on Millward Brown’s successful BrandDynamics™ system, a predictive tool that evaluates brand strength and links it to future changes in market share.

First conducted in 1998, expanded every year since

Over 1,000,000 interviews to date Conducted in Argentina, Australia, Belgium, Brazil, Canada,

Chile, China, Czech Republic, Denmark, France, Germany, Greece, Hong Kong, India, Ireland, Italy, Japan, Korea, Malaysia, Mexico, Netherlands, Poland, South Africa, Spain, Sweden, Switzerland, Taiwan, Thailand, UK and US

Analysis conducted across more than 250 product and service categories

USA

IT Hardware & Peripherals

2008

18 September 2008

Apple

Sample:

Date of fieldwork:

400, Currently Own Technology Products For The Home, Or Likely To Own In Next Year, 18-65 Years

July 2008

5 Key Concepts from BRANZ

Compare your brand’s health with benchmark brands - BRANDZ™ Map™

Quantify the relationship your consumers have with your brand. We know strong brands build deeper relationships - BRANDZ Pyramid™

Identify your brand’s relative strengths and weaknesses - BRANDZ Signature™

Quantify your brand’s vitality and potential, and predict likely change in your market share - BRANDZ Voltage™

Identify your brand’s personality profile - BRANDZ CharacterZ ™

…and so diagnose what will help drive more effective marketing/PR programmes.

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First step in understanding your brand

The BRANDZ™ map – your brand’s position in the category

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Presence

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e™The BRANDZ™ Map

Strong Equity(large strong brands)

Growing Equity(small stronger &/or‘interesting’ brands)

Little Equity(small weak or new brands)

Declining Equity(large weaker brands)

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Olympic

Clean SlateFading Star

Defender

Classic

Little TigerSpecialist

Weak

Little known to most consumers. The brands

relevance and advantages not at all established. In some cases a corporate brand not well known to

consumers/ not previously marketed to consumers

A brand perceived as having little to offer - but

still well known enough for many to decide they don’t

like it

Previously known to and liked by all. Still relevant to a mass audience, but has lost appeal and has little product or image based

advantage

Well known, well loved with a large core following. Talked about in everyday life and part of the cultural

fabric of the country. Requires constant reinvestment in its product and image and must be aware of the dangers that may result from being seen as a fashion statement

Well known, well loved with a relatively large core following. Good but not great. Can retain its status

by constant reinvestment in its product and image. Even with a large

injection of marketing spend this may not become a talked

about Olympic brand

Relatively well known but definitely not a brand which is suitable for a mass audience. Likely to be too expensive for

most. Small group of passionate users. Has difficulty widening its

franchise without alienating its core users. And must beware

of pricing too high and becoming irrelevant to current

and potential usersA good balance between product

performance and price - but no real product based or emotionally rooted

advantaged

Relatively unknown but with a strong following amongst a core group. Can become an Olympic brand if it can increase familiarity and

relevance amongst a wider group without alienating its

core. But could also continue to develop

amongst a loyal group and become a strong aspirational brand

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Olympic


Defender

Classic


Weak

Intuitive life-cycle?

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Olympic


Defender

Classic


Weak

Where do ‘Olympic’ brands go?

53%

6%

3%

38%

Source: Brandz 1998 -2001

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Olympic


Defender

Classic


Weak

Where do ‘Classics’ go?


34%

17%

5%

39%

3%

2%

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Olympic


Defender

Classic


Weak

Where do ‘Little Tigers’ go?

41%

33%

7%4%

3%

10%3%


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Olympic


Defender

Classic


Weak

Where do ‘Specialists’ go?


3%10%

51%

21%

8%7% 1%

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Olympic


Defender

Classic


Weak

Where do ‘Defenders’ go?


1%

8%

14%15%5%

5%6%

44%

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Olympic


Defender

Classic


Weak

Where do ‘Fading Stars’ go?

58%

31%

9%1%

<1%


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Olympic


Defender

Classic


Weak

Where do ‘Weaks’ go?


47%13%

27%

5%2%

5%

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Olympic


Defender

Classic


Weak

Where do ‘Clean Slates’ go?

76%

8%

2%

9%

5%


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e™The BRANDZ™ Map – Some PR Action Examples

Strong EquityGrowing Equity

Little Equity Declining Equity

Actions:Stay small and

special

Grow bigger without losing

strength

PR Action:Build

advocates, ambassadors

Guerrilla marketing

Actions:Get known

PR Action:Shout above your weight,

stunts, celebs, controversy

etc

Actions:Re-focusRedefine

Reposition

PR Action:Relaunch

RecruitmentNew

endorsers

Actions:Refresh

Re-inventReinforce

PR Action:Sponsorship New alliances

Loyalty programmes

….so where is your brand?

BRANDZ™ Map

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….and what about your competitors?

BRANDZ™ Map

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Targeting - who are you strong or weak amongst?

BRANDZ™ Map

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Second step in understanding your brand

The BRANDZ™ pyramid – quantify the relationship your consumers have with your brand and then compare to other brands in the category

The BRANDZ™ pyramid describes a consumers journey to loyalty

Presence

Relevance

Performance

Advantage

Bonding

Do I know about it?

Does it cater for me?

Is it satisfactory?

What is it admired for?

Can anything else beat it?


Presence

Is the brand top of mind?

Do you have an opinion

about it?Have you

experienced it?


Presence

Relevance

Does it suit my needs?

Is it in the right price bracket?

Would I want to be seen

using it?


Presence

Relevance

Performance

Can it deliver?


Presence

Relevance

Performance

Advantage

Is it more

popular?

Do you think it

works better than its

competitors?

Is it at abetter price?

Does it appeal to you more than

others?


Presence

Relevance

Performance

Advantage

BondingHow many other brands do you feel

the same about?

Is it best on what matters in this category?

The Competitive Set - Pyramids

The BRANDZ™ pyramid describes a consumers journey to loyalty - The PR Connections

Presence

Relevance

Performance

Advantage

Bonding

Loyalty programmes/ clubs, customer awards, ‘best of breed’ activities, rewards

Case study/ testimonials, 3rd party advocate programmes, partnership marketing

Product reviews, education/ training, trade marketing, validation (experts), sampling/ trial

Endorsements, lifestyle/ sports marketing, hobbyist programmes, niche-targeted activity

Product launches, sponsorships, trade shows, exhibitions, alternative/ lateral distribution, co-operative activity

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Third step in understanding your brand

The BRANDZ™ signature – your brand’s strengths and weaknesses compared to other brands in the category

The BRANDZ™ Signature actually identifies a brand’s

strengths and weaknesses

relative to the other brands in the category

It shows how well you are doing, relative to the category as a whole, in moving people up

each level of the pyramid and connecting with them

BRANDZ™ Pyramid and Signature (vs. Competitors)

The Competitive Set – Brand Signatures

Diagnosis of Presence

Diagnosis of Relevance (amongst those for whom the brand fails to be relevant)

Diagnosis of Performance (amongst those for whom the brand fails to perform)

Diagnosis of Advantage (Which factors contribute to Advantage? Rank importance of factor shown in brackets next to each statement)

Summary of what drives Bonding

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Fourth step – assessing the vitality and future market share potential of the brand

Brand voltage

What does the Voltage mean?

A high voltage score has potential to gain share from its own marketing actions and resist the actions of competitors to maintain share.

A low voltage brand can still grow, but will have to work harder to stand still, and over time be more vulnerable from the actions of other brands

Probability of Share Increasing next year

Probability of Share Decreasing next year

A proven link between Voltage and Changes in Market Share

52%

16%

14%

23%

10%

61%

Less than

- 2.5 - 2.5 to +2.5 More than

+2.5

Voltage

Brand Voltages

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Fifth step – what are the dominant personality traits of the brand

Brand character

How the key 10 characters are captured

Seductress

SexyDesirable

Hero

AdventurousBrave

Friend

FriendlyStraightforward

Joker

FunPlayful

Dreamer

IdealisticDifferentCreative

Wise

Wise Trustworthy

King

In controlAssertive

Mother

GenerousCaring

Negative words used to determine if the character is manifested

positively or negativelyHasty

ArrogantDishonestUncaring

Maiden

InnocentKind

Rebel

Rebellious

The key 10 characters and their negative counterparts

WELL-BEING

THE KING

THE TYRANT

THE FRIEND

THE TRAITOR

THE STEP-MOTHER

THE MOTHER THE WISE

THE CHARLATAN

THE HERO

THE VILLAIN

SUCCESS

SAFETY

CHANGE

THE REBEL

THE ANARCHIST

THE DREAMER

THE FANTASIST

THE MAIDEN

THE WITCH

THE VAMPIRE

THE SEDUCTRESS

THE JOKER

THE FOOL

Apple

CHARACTERZQualitative Framework for

Joker

The Joker represents:

happiness, fun, humour, impulse

and positivity

Fool

The Fool represents: immaturity,

foolhardiness and lacking in

judgement

Dreamer

The Dreamer represents:

charm, surprise,

imagination and openness

Fantasist

The Fantasist represents: unrealistic, irrational,

spontaneity and unconsidered

Seductress

The Seductress represents: desire, attraction, mystery

and pleasure

Vampire

The Vampire represents:

manipulation, darkness, danger and falseness

Maiden

The Maiden represents: kindness, humility, innocence and understanding

Witch

The Witch represents: darkness, trickery,

vengeance, fear and

manipulation

King

The King represents:

power, leadership,

strength and justice

Tyrant

The Tyrant represents: selfishness, obsession,

injustice, greed and arrogance

CHARACTERZQualitative Framework for

Mother

Stepmother

The Mother represents: care,

protection, support,

abundance and love

The Step-Mother represents:

negligence, hate, emptiness and

disinterest

Friend

Traitor

The Friend represents:

stability, closeness,

reliability and honesty

The Traitor represents: deception,

selfishness, falseness,

abandonment and calculation

Villain

Hero

The Hero represents:

admiration, hope, credibility,

popularity and success

The Villain represents: envy,

narcissism, superficiality and self-centredness

Charlatan

Wise

The Wise represents:

humility, credibility,

admiration and benefit

The Charlatan represents:

evasiveness, immorality,

madness, fraud and complexity

Anarchist

Rebel

The Rebel represents: innovation, difference,

revolution and conviction

The Anarchist represents:

delinquency, marginality and

weakness

The brand’s dominant character

How is the brand characterised?

What is positive about the brand?

What is negative about the brand?

BRANDZ™ learnings for

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Summary – how Hill & Knowlton can help your brand to progress

Apple

Potential PR response

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Summary – how Hill & Knowlton can help your brand to progress

BRANDZ™ learnings for

Apple

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Thank-you

Apple Brandz Report

Business

Transcript of Apple Brandz Report