Brand Value Of Apple Essay

2341 words - 10 pages

MKT2006
Brand Management

Brand Value
Apple
[pic]

Yifan Zhang
08250252

Contents

1. Introduction
2. Secondary Research
3. Primary Research
4. Conclusions and Recommendations
5. Appendix
6. References
7. Bibliography

Introduction

Apple's global brand value grew by almost 14 percent over the past year, according to a BusinessWeek survey of brands. Google, Starbucks, Motorola, and eBay are among this year's top gainers in BusinessWeek's annual ranking of The Best Global Brands, while Coca-Cola, Microsoft, IBM, GE, and Intel were among top five brands, respectively. Apple was No. 39 on the list with a brand value of $9.13 billion, ...view middle of the document...

(Times Online) And the company such as Asus just made the hardware and made up each individual into an integrated package.

Sub-brands
Brand value cannot be built with a single product or marketing initiative; it has to come from years of reinforcing messaging, processes, and products.

IPod
 
iPod is a brand of portable media players designed and marketed by Apple. It is launched on October 23rd, 2001. IPod is the first step of Apple's success. In 1990s, when Walkman as a brand came to world people have been more interested in storing their own music and carrying as many tracks as possible with them to listen to it when ever and where ever they want. Then Apple created a magic box called iPod which could store about 1000 tracks and could work for about 15 hours. That was amazing at that time and iPod did deep impression in people's mind. One reason for iPod's holding more and more market is the interface of iPod is friendly and easy to use with its fantastic click wheel. Having been equipped the click wheel, iPod has a new comfortable way for consumers to use. At first, iPod was just made for apple's own operation system and was not be able to use with the Microsoft windows. Currently about 2.84 million people own an mp3 player and 0.7 million are males those aged 16-24 (58%0. a further 4.3 million adults would like to buy an mp3 player in the next 6 months, so a potential have grown of 40%. In 2004 iPod was able to work with windows system with apple iTunes. ITunes is software that designed to work with iPod.

iTunes
 
iTunes is used to be a music management software for both iPod and pc. It is also the only way to transfer music to the iPod because of the copyright law. iTunes can connect to the iTunes store via internet to purchase and download music. Music in iTunes store could be purchased individually or the hole album. Nowadays more and more people like to purchase music online in iTunes store because they can purchase the individual track they love and it's cheap and convenient. After downloading it, they can listen to it on pc or transfer it to their iPod and take away. 18% of all internet users have used the Apple iTunes software in the last 6months, rising to 42% among 16-24 years old. One-fourth of iTunes users have gone on to purchase music through iTunes music store. That shows apple have hold a great market.

iMac
 
iMac is a range of computers made and designed by apple. It has been a large part of Apple's consumer desktop offerings since its introduction in 1998, and has evolved through four distinct forms. iMac is always designed with the concept "what not like a computer!"(Steve jobs) and it is popular with its appearance. But because of iMacs use its own operation system which is totally different with the windows system the iMacs were not well sold.
With apple's computers, it is important to know the current market position for operation system. The amount spent on operation systems was a total exceeding...

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