Professional Documents
Culture Documents
Brand Portfolio - Apple Sec 2
Brand Portfolio - Apple Sec 2
Brand Portfolio - Apple Sec 2
Portfolio Graphics
Portfolio Structure
- The first of these is the brand portfolio itself, which provided the set of brands to be drawn upon to achieve the portfolio objectives.
- Two others, product-defining roles and portfolio roles, specify the varied set of roles that each brand could potentially play.
-The brand scope reflects the product categories or subcategories for which each brand will be relevant and the relationships between brand contexts. -The portfolio structure formalizes the relationships between the brands. -And portfolio graphic indicate how they are to be presented by themselves and relative to other brands.
Brand Portfolio
Brand portfolio includes all the brands and sub-brands attached to product market offerings. In order to distribute the companys investment most effectively, we have to look at the relationships between all the sub-brands and its strategic importance in overall brand building.
Brand Portfolio
Corporate Brands
Branded Energizers
Branded Differentiators
Apple Case:
Apple History
Apple History
West Coast counterculture, need to produce printouts, letter labels, & databases
- late 1960s, before pc and desktop publishing, made with typewriters, scissors, and polaroid cameras sort of like Google in paperback "It was idealistic, and overflowing with neat tools and great notions" Homebrew Computer Club, small hobby machines
Portfolio Graphic*
Typography
Motter Tektura Apple Garamond Adobes Myriad
Motter Tektura
Prior to the first Macintosh, Apple used a typeface called Motter Tektura alongside the Apple logo which the logo designer is Ryan Smith, in 1976. At the time, the typeface was considered new and modern. In the early 1980s, the logo was simplified by removing computer nc. from the logo.
Apple Garamond
Apple's corporate font was a custom variant of the ITC Garamond typeface, called Apple Garamond. It was used alongside the Apple logo, for product names on computers, in countless ads, printed materials and on the company website. Apple Garamond was used in most of Apples marketing.
Adobes Myriad
Since 2001, Apple has gradually shifted towards using Myriad in its marketing. Adobes Myriad is the typeface which is used in Apples modern marketing.
Apples Logo
Portfolio Structure*
Apple
iMac
eMac iMac Mac mini
MacBook
MacBook MacBook Pro
iPod
Apple TV iPhone iPod Touch iPod nano iPod Classic iPod shuffle
iMac
eMac
iMac
iMac
iMac
Mac mini
MacBoo k
The MacBook replaced the existing 12- and 14-inch iBook and 12-inch PowerBook model, completing the transition of Apple's portable computers to Intel Processors. The MacBook shipped in a newly-designed case, built around a 13.3-inch "glossy" LCD panel.
MacBook
MacBoo k
MacBook Pro MacBook Pro was the first
portable Mac to use Intel Processors. The name for Apple's professional portable was ostensibly changed from PowerBook because Apple felt that all Macintoshes should have "Mac" in their product names, but was probably chosen because the Mac Book Pro no longer used a PowerPC processor.
iPod
Apple TV
iPod
iPhone iPhone: A Mobile phone, a widescreen
iPod, an Internet device. Apple reinvents the phone.
iPod
iPod Touch
always been an amazing iPod. Now with great new applications built right in, iPod touch tops itself. It can mail, map, web clips, customizable home screen, stocks, notes, weather, movies and musics.
iPod nano
iPod
iPod nano: Its thethe worlds most one very small iPod with big idea: Video. Now popular
music player lets you enjoy TV shows, movies, video podcasts, and more. The larger, brighter display means amazing picture quality.
iPod
iPod Classic iPod classic: Hold everything.
It lets you carry everything in your collection, up to 40,000 songs or up to 200 hours of video, everywhere you go. In a completely new, even thinner, all-metal design, this iPod is a modern classic.
iPod
iPod shuffle
The 1GB iPod shuffle lets you wear up to 240 songs on your sleeve. Or your lapel. Or your belt.
Portfolio Roles*
Strategic Brand
Linchpin Brand
will directly influence significant sales and market position in the future.
iPhone
Linchpin Brand
iPhone is such a linchpin brand product for
Apple company, because it represents the future ability to control a substantial and critical segment in the mobile phone industry.
Moreover, iPhone can be sorted into high, medium and low priorities in term of the impact on the target brand and the cost involved.
Branded Energizers
is any brand product, promotion, sponsorship, symbol, program, or other entity that by association significantly enhances and energizes a target brand.
iTunes
Branded Energizers
iTunes is a kind of either branded product or program for any people to easily download free music, video clips, movies and etc. This program is provided association of the branded energizer between Apple company and target brand. iTunes, branded energizers, is an entity that can live beyond the Apple product and its use, such as iPod,. Moreover, this program can increase awareness and energy to Apple company for both of Apple and Microsoft users.
is the brands that can play a strategically significant role to positively change or support the image of another brand.
The specification of a silver bullet role creates some rather fundamental changes in how a brand should be funded and managed.
iPod
is a brand that does not require as much investment as other portfolio brands. The sales may be stagnant or slowly declining, but there is a hard-core loyal customer base that is unlikely to leave the brand, for example MacBook.
MacBook