Building Brand Architecture Sample Report: HP vs.

Apple
Introduction:

The report consist of brand architecture of two most popular brand in market for their
personal computers - “HP and Apple”.

I have choosen this brands because they are well known brands that everybody knows and
are well aware of. In the market of personal computers, Apple and HP are two the most popular and
well trusted brands, so through this report you will know how this brand are different yet same. The
goal this report is to observe how consumers can have the vastness in the perception of this brands
and other similar products.

Brand Architecture:

1. For HP -

Brand core/ Essence - Reinention

Brand Personality-competitive, user friendly and frugal

Emotional Benefits-satisfaction, reliability and trust

Product benefits-most rugged,highest performing

Product Attributes-flexible design, lasting battery and

durability
1. For Apple -

Brand core/Essence-Think Different

Brand personality-lifestyle, innovation , liberty regained

Emotional benefits-Pride, premimum feel, exclusivity

Product benefits- Easy usability, security, durability

Product attributes- Beautiful, sleek, stylish metal body

Brand comparison-

Apple brand is well known for their UVP (unique value Proposition), which provides a very
beautiful design for ever- smaller packaging. For marketing startegy, the most used platform by
apple is online campaign. Where HP uses differentiating target strategy to provide customized
products and services to the enterprises. HP uses a mix value/product and pricing based positioning
strategies to compete in the market. Apple follows market-skimming strategy but HP follows
market penetration strategy.
For Apple product is an important thing, in marketing strategy, it’s product help them to gain market
share, brand awareness and brand loyalty. For HP , they work on the targeting strategy which
provides the products according to the consumers choices.

Brand Value -
Interbrand ranked Apple as number one company with 234,241 million dollar turnover, whereas, HP
is ranked 54th position with a turnover of 10,891 million dollar.

Apple revolutionized personal technology with introduction to the Macintosh in 1984. Today,
Apple leads the world in innovation by creating their own environment with iPhone, iPad, Mac,
Apple Watch, Apple TV, etc.

HP Inc. creates technology that makes life better for everyone, everywhere. Through our
portfolio of personal systems, printers and 3D printing solutions, we engineer experiences that
amaze.

Apple tops Forbes' annual look at the world's most valuable brands for the ninth straight time.
The brand of the tech giant is worth $205.5 billion, up 12% over last year. It is the first time a
brand crossed the $200 billion threshold.

As a laptop brand, HP is much better than Acer and ASUS when it comes to durability as well
as performance. ... Overall, HP computers might not be able to offer the stylish and attractive
design, but they are very reliable and come for a very reasonable price with excellent warranty
and support.

Source Consulted:
Refference are given bellow:
http://www.marketingminds.com.au/apple_branding_strategy.html
https://www.quora.com/What-are-the-advantages-and-disadvantages-of-having-an-Apple-laptop
https://neilpatel.com/blog/7-key-strategies-that-you-must-learn-from-apples-marketing/
https://www.interbrand.com/best-brands/best-global-brands/2019/ranking/
https://www.ukessays.com/essays/marketing/the-marketing-strategy-of-apple-inc-marketing-
essay.php
https://www.forbes.com/sites/kurtbadenhausen/2019/05/22/the-worlds-most-valuable-brands-2019-
apple-on-top-at-206-billion/
https://bestlaptopsworld.com/best-laptop-brands/