Apple Company.docx

Apple Company Brand equity: the portion a company’s value attributable to its brand(s). Brand Value: Total financial value of the brand For example, Apple has a market cap or company value of $567.32 B, and a brand value of $233.7 B, so 41% of the total value of Apple is wrapped up in its brands. Theoretically, Apple could close up shop and sell or license it’s brand for $233.7 B dollars

Brand positioning –

Attributes: - Apple has a branding strategy that focuses on emotions - The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology; elegant user interface - Simplicity and the removal of complexity from people's lives; people-driven product design; and about being a really humanistic company with a heartfelt connection with its customers

Belief: To make the best and most innovative product in the market, can develop and innovate, elegant users Value: Resell value Brand Name Selection 1. Suggests benefits and qualities 2. Easy to pronounce, recognize, and remember 3. Distinctive 4. Extendable 5. Translatable for the global economy 6. Capable of registration and legal protection

- instead of using the word “apple”, the company uses an apple logo to represent its company - One brand name recognise apple logo - Easy customer to find and identify -easy to pronounce (even a 2 years old kid know what is Apple) -can be translated into different langugaes -Capable for registration and legal protection Brand sponsorship German football club Bayern Munich have signed an exclusive partnership with Apple Music as music streaming service steps up its push into sports marketing.

Brand development – line extension( mac book, watch, ipad, tv, iTunes, iCloud), no new brand name only use back apple logo - customer experience elegant use and simplicity (iphone touch screen gestures) Umbrella branding strategy

Line extension - occur when a company extends existing brand names to new forms, colors, sizes, ingredients, or flavors of an existing product category. No new brands

- Help company management control cost by saving new logo and development cost