BRAND AND BRAND MANAGEMENT

GROUP PRESENTATION
Group Members
Abiodun Solomon
Jatinkumar Jani
Kanika
Maheshwari
Oladayo Odunaike
Safali Edmond

Think Different

Overview

History of Apple
Mental Map
Brand Philosophy and CBBE Model
Apple Line of Business
Brand Strategy and its Competitors
Market Share
SWOT Analysis
CSR Model
Financial Analysis
Conclusions and Recommendations
Jatin

History of Apple
Founded in April 1st 1976 California, United
States by
Steve Jobs
Steve Wozniak
Ronald Wayne

Companys Profile
Design and manufacture Computer software and
hardware
Consumer electronics
Digital distribution

Jatin

Mental Map
Innovative

Trustworthy

Intellectual
Development

Great Design
Highly
Ergonomic

Trendy

Reliability

Technology
Passion
Target
Audience

Excitement
Quality
Jatin

The Apple Brand Philosophy

Simple, not the complex
Believe in controlling primary
technologies
Make a significant contribution in
market
Quality product not quantity
On the face of the Earth to make great
products
Having an unbridled passion for the
things you
Solomo
believe in

CBBE Model
Loyalty
Relationshi
p
Engagemen
t

Trustworth
Fun
y
Satisfactio
Good value
n
Uniquenes Excitemen
s
t
Reliable
Stylish
Durability

Laptops, Mobiles and Music Players

Solomo

The Apple Line of Business

Line of desktop and notebook
computers
The iPod digital music player
The Mac OS X operating system
The iTunes music store
The iPhone
The iPad
Coming up with new product like
iTv,
Mac Book Air and iPad
Newspaper.
Safali

The Apple Brand Strategy

Centralised marketing team
A store just for apple
Media fodder
Education sales
Varied products
New innovations and attractiveness
Safali

Competitors
Different types of competitors
PC manufacturers like Dell, HP and IBM
Operating System such as Microsoft

Mobile device manufacturers like HTC, Blac

and Nokia
`
Safali

Market share
Vendor

2010 Units
Shipped

2010 Market
Share

2009 Units
Shipped

2009 Market
Share

Year-overyear-growth

Nokia
Research in
Motion

100.3
48.8

33.1%
16.1%

67.7
34.5

39.0%
19.9%

48.2%
41.2%

Apple
Samsung
HTC
Others
Total

47.5
23
21.5
61.5
306.6

15.7%
7.6%
7.1%
20.3%
100.0%

25.1
5.5
8.1
32.6
173.5

14.5%
3.2%
4.7%
18.8%
100.0%

89.2%
318.2%
165.4%
88.7%
74.4%

Top 5 Smartphone Vendors, Shipments, and Market Share

for Year 2010
(Units in million)
Rank

Vendor

1Q10
Shipments

Market
Share

1Q09
Shipments

1
2
3
4
5

HP
Acer
Dell
Lenovo
Toshiba
Others
All
Vendors

15,596
10,766
10,498
6,997
4,610
30,667
79,134

19.7%
13.6%
13.3%
8.8%
5.8%
38.8%
100.0%

13,004
7,555
8,668
4,419
3,562
26,527
63,736

Market
Share
1Q10/1Q09
20.4%
11.9%
13.6%
6.9%
5.6%
41.6%
100.0%

1Q10/1Q09
Growth
19.9%
42.5%
21.1%
58.3%
29.4%
15.6%
24.2%

Top 5 Vendors, Worldwide PC Shipments of First Quarter 2010

Safali
(Preliminary)
(Units In Thousands)

SWOT Analysis
Strength

Weaknesses

Unique operating
system
Design innovator
Fantastic Marketing
strategy
Strong research and
development
department

Weak relationship
with
Intel and Microsoft
Small product life
Cycle
Battery Problem
Faulty screen can
break
in minimum impact
Expensive
Strong competition
Kanika

SWOT Analysis (Cont.)

Threats
High product
substitution
Develop antivirus
effect
software
Incompatibility with
Develop new laptop
other software
models
Free music online
Introduce new mobile
downloads impact
advertising platform iTunes
sale
Legal lawsuits

Opportunities

Kanika

Financial Assessment
Apple
Year Ran Brand
Chan
k
Value($ ge in
m)
Brand
Value
201 17 21143 37%
0
200 20 15443 12%
9
200 24 13724 24%
8
200 33 11037 21%
7
200 39 9130
14%
6
200 41 7985
16%
5
200 43 6871
24%
4
200 50 5554
4%

Microsoft
Ran Brand
Chan
k
Value($ ge in
m)
Brand
Value
3
60895 7%

Nokia
Ran Brand
Chan
k
Value($ ge in
m)
Brand
Value
8
29495 -15%

56647

34864

59007

35942

58709

3%

33696

12%

56926

-5%

30131

14%

59941

-2%

26452

10%

61372

-6%

24010

-18%

65174

2%

29440

-2%

-4%

-3%

Financial Assessment

Kanika

Corporate social
Responsibility (CSR)
Safe working conditions
Treat workers with dignity and respect
Use environmentally responsible
manufacturing
processes
Disclosure of information
Protection of intellectual property

Oladay

Conclusion and
Recommendations
Great market potential
Leadership Succession Plan
Open own stores in major
continental countries
Eg. Nigeria, India
Apple should do more in Green
Policy to protect out environment
from toxics
Oladay

THANK YOU

Reference
http://www.apple.com/
http://www.electronista.com/articles/10/04/14/toshiba.jumps.ahead.of.appl
e.in.q1.2010.results/
http://www.google.co.uk/images?client=firefox-a&rls=org.mozilla:enUS:official&channel=s&hl=en&q=apple+images&um=1&ie=UTF8&source=univ&sa=X&ei=iTJuTeKcKJCy8QO7zoz2Dg&ved=0CDYQsAQ&biw=128
0&bih=839
http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-glo
bal-brands-2010.aspx

Reference
http://www.marketingminds.com.au/branding/apple_branding_strategy.html
http://mktg.uni-svishtov.bg/ivm/resources/CustomerBasedbrandEquityModel.pdf
http://news.cnet.com/8301-13579_3-20030831-37.html
Keller, K L (2001) Building Customer Based Brand Equity, journal of advertising
research, pp.15-19