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Apple Inc. brand and SWOT analysis

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  1. Apple Company
  2. Strategic Business Area
  4. Brand associations
  5. Attributes of the brand
  6. Brand associations by opposition
  7. Corporate brand level
  8. The Apple Community
  9. Family brand level
  10. Modifier level
  11. Brand knowledge structure of Apple

The company Apple Inc. is an innovative company operating in the sphere of multimedia and high technology as the 7th largest global manufacturer. It is present in both hardware and software production. It also provides online services (iTunes).It is very important to know and understand Apple's history, which lead the company to becoming one of most famous brands. Apple Computer Inc. was founded by Steve Jobs and Steve Wozniak on April 1976. Their first computer called Apple I was built in their garage in California. It was the first personal computer to be combined with a keyboard and a monitor for display. They produced about two hundred units which were sold through word of mouth at $666.66 each. Initially, their goal was just to make applications available to the general public. The idea was to design a computer that everyone could use. Between 1977 and 1981, Apple II was a comfortable success. Subsequently, through the development of the computer industry, the company grew, and developed its vision. Their main objective now became to present the best products at the right time, and at a very competitive price. Apple now displays its presence on the high technology market, and boasts the reputation it deserves.

In 1981, Apple launched the Macintosh which was the most famous computer brand around the world for a long time. Its advertising, entitled ?1984' and diffused for the Superbowl, is still one of the most famous commercials. From 1990 to 1998, the prices in the PC industry decreased constantly, and the competition became harder. At the same time, Microsoft launched Windows 95 which would soon crush Mac OS. However, Steve Jobs returned to direct the board and introduced new initiatives. The arrival of the iMac presented a restart for the company, and the Apple's fans community. In 2001, the iPod signaled the start of the diversification which continues with the iPhone, and the iPad. Apple continued to give up its computer hardware department, and has used the Intel CPU since 2005.

[...] It always knew how to combine its origins in the computing History, with the future: Old and legend for trust and quality New and vision for innovation and creativity The first and maybe most important corporate brand level is the logo, represented by a bitten apple, which has been evolving since its creation in 1977 by Rob Janoff. This logo is very simple an easily recognized by consumers. Brand lovers are also known to invent stories about the origins of this logo. [...]

[...] SWOT ANALYSIS Apple's Strengths: iTunes: which energize the sales of iPod Growth of the turnover and benefits Ability to innovate: Strong R&D department and technology leader Considered as an expert in quality software and hardware industry Brand perception Brand loyalty: Apple's first time customers buy other new Apple products. Brand community Steve Jobs, CEO and visionary Apple's Weaknesses: Steve Jobs: can Apple work without its guru? We did see that what happened when he was sick: the share fell. [...]

[...] Modifier level Modifiers communicate how different products in the same category that share the same brand name are, and how they differ on one or more significant attributes: iPod, iTouch, iTunes, and iPad are products or product lines that allowed Apple to re-invigorate the Apple brand personality. Products such an iPod were so strong and so successful that they made the company famous to those to whom it was unknown, and by these products, other products became famous. That is why putting the in front of each product is as important as the logo, it is now part of the brand identity as soon as it is associated with a product name or concept the whole company is recognized! [...]

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