MKT539 BRAND MANAGEMENT

COMPANY BRAND
ANALYSIS
SHAFI HAIKAL BIN MOHD FAROLSHAM
Prepared for : MADAM NOR SARA NADIA Prepared by :
2023131249

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 WELCOME

CONTENT
ABOUT ME GALLERY PROJECT

PORTFOLIO STRATEGY

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 INTRODUCTION
Apple's products include the ipads, iphones. tablets, macs and apple tv.These products have performed well in the market,
and there is still a greatdemand for them. The corporation Apple Inc. was founded on january 3, 1977. The company has
created goods that are one-of-a-kind, such asdigital music players and computer software. The company has excelled
interms of product invention and development, producing outstanding andawesome products that have outperformed
their competitors in the market.

The company's creation of customer-friendly products, as opposed to competing businesses whose innovation does not suit
their customers' preferences, is one of the factors contributing to its success in the market. Given their familiarity with
consumer preferences, Apple technicians ought to have no trouble marketing the product. Industrial design has been the
cornerstone of Apple's strategy for winning over customers. Software and hardware engineers have been working nonstop to
develop new and amazing features since the beginning.

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 GOALS : Apple has created a whole ecosystem of suppliers over the years
to help with our business operations. In a nutshell, we want to deliver
excellent products and services to our customers and shareholders at a
price that maximizes value while meeting deadlines.
MISSION
MISSION : “to bring the best personal computing products and support to
students, educators, designers, scientists, engineers, businesspersons
and consumers in over 140 countries around the world.”

VISION VISION : “to make the best products on earth, and to leave the world
better than we found it.”

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 BRAND HIERARCHY
Apple Inc.'s organizational structure is hierarchical, including a weak functional matrix and discrete
divisional characteristics. The hierarchy is a typical structural component of commercial
organizations. Product-based divisions such as iOS and macOS are referred to as divisional
characteristics within Apple. The hierarchy is upheld despite the weak functional matrix's inclusion
of inter-divisional collaboration. The following are the main characteristics of Apple's organizational
structure:

Spoke and wheel hierarchy

product based divisions
weak functional matrix

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 Apple is based in the United States. According to Apple's 2019 SEC filing, the country
generates 45 percent of the company's sales. Furthermore, Apple has evolved into a national-
level corporation. Apple contributed approximately $55 billion to the US economy in 2018,
according to a press statement from the firm, and it expects to contribute $350 billion more in
the next five years.

Apple is one of the largest employers in the United States. It has already created over 2
millionemployment and plans to add 20,000 more in the next five years. Apple is investing in
localsuppliers and manufacturing partners, in accordance with the current White
Houseadministration's goal of "making America great again." To encourage American firms
toinnovate, the conglomerate upped its funding from $1 billion to $5 billion.

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 ANALYSIS 6 BRAND BUILDING BLOCK OF BRM

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 BRAND SALIENCE
The Apple logo symbolizes knowledge,
innovation, and simplicity, with the bite
representing a nod to technology and possibly
the byte.

Apple is the first brand that comes to mind

when I hear the word "innovation." Apple is
another company that offers a distinctive and
LOGO creative brand. Customers primarily view it as
the luxury brand in the world.

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 PERFORMANCE & IMAGERY
I believe Apple has established the best standard for Apple is well-known for its high-tech and innovative
brands to aspire to in terms of performance. Their product line. More Apple products are typically
products are of excellent quality, with lovely designs, purchased by stylish and tech-savvy consumers than
plenty of options, and ease of use. They put a higher by regular computer users. They need something more
price on their goods because of this. Apple's products than just utility, which Apple offers in a really special
are competitive with those of its rivals. However, I way, which is why they did this. By itself, the colorful
believe Apple has advanced significantly in this area emblem conveys the idea that Apple welcomes people
and consistently delivered ground-breaking features of various racial and religious backgrounds. The
to its users. I don't believe any company comes close to symbolic meaning of the name brought a kind,
matching Apple's level of dependability, durability, and "friendly and shine" mentality to the company.
serviceability.

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 BRAND JUDGMENTS & FEELINGS
Quality, credibility, consideration, and superiority are Apple's brand spread joy, excitement, and pride.
the four perspectives that customers use to evaluate Customers who possess Apple items are incredibly
an apple. Apple is one of the most reputable brands in excited to use them. The brand has cultivated an
the world and produces high-quality products. Its image of diversity and vibrancy through its
primary strength is innovation, which has attracted advertising. The customer has a lasting impression of
the customer's interest. Since Apple is a brand that this.
knows its clients well, it can accurately and closely
satisfy their needs. Customers now give the brand a
great deal of thought as a result. Additionally, it is the
best brand in the globe.

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 BRAND RESONANCE
APPLE USERS HAVE A VERY CLOSE RELATIONSHIP WITH THE BRAND.
RECURRING PURCHASES ARE NOT UNCOMMON. BECAUSE THE BRAND
PRESENTS A RADICALLY DISTINCT IMAGE, THEY HAVE AN EXTREMELY
DEEP COMMITMENT TO IT. UTILIZING THE APPLE BRAND MAKES USERS FEEL
SATISFIED, CONFIDENT, AND EXCLUSIVE. CUSTOMERS NOW HAVE A
STRONGER RELATIONSHIP TO APPLE IN THEIR MINDS AS A RESULT OF THEIR
EXPERIENCE WITH THE COMPANY.

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 PROBLEM
&
SOLUTION
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 PROBLEM
APPLE HAS LONG BEEN SEEN AS A LEADER IN INNOVATION AND
LUXURY BRANDING, BUT THERE IS RISING ANXIETY ABOUT THE
COMPANY'S POSSIBLE COMPLACENCY OR STAGNATION IN
PRESERVING THE SALIENCE AND RESONANCE OF ITS BRAND.
APPLE MUST MAKE SURE IT KEEPS DELIVERING INNOVATIVE
PRODUCTS AND EXPERIENCES IN THE FACE OF GROWING
COMPETITION AND SHIFTING CONSUMER EXPECTATIONS IN ORDER
TO MAINTAIN ITS BRAND DISTINCTIVENESS AND MARKET
RELEVANCE.

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 RECOMMENDATION
CONSTANT INNOVATION:
APPLE SHOULD KEEP PUTTING A HIGH PRIORITY ON INNOVATION IN EVERY ASPECT OF ITS GOODS AND SERVICES.
THIS COVERS NOT JUST NEW DEVELOPMENTS IN TECHNOLOGY BUT ALSO DESIGN, USER EXPERIENCE, AND ADD-ON
FEATURES. THROUGH CONSTANT INNOVATION AND PUSHING THE ENVELOPE, APPLE CAN MAINTAIN ITS LEADERSHIP
POSITION IN THE MARKET AND MAINTAIN ITS REPUTATION AS AN INNOVATIVE BRAND.

DEVELOP A SENSE OF COMMUNITY AROUND THE BRAND:

APPLE SHOULD TAKE STEPS TO BUILD A SENSE OF COMMUNITY AROUND ITS BRAND AND IMPROVE CONSUMER
ENGAGEMENT. THIS COULD ENTAIL DEVELOPING SPECIAL EVENTS OR PROGRAMS FOR DEVOTED PATRONS,
BROADENING THE SCOPE OF PERSONALIZED CUSTOMER EXPERIENCES, AND UTILIZING SOCIAL MEDIA AND OTHER
DIGITAL CHANNELS TO ENABLE DEEP CONNECTIONS WITH CUSTOMERS. APPLE CAN ENSURE SUSTAINED
RESONANCE AND RELEVANCE IN THE MARKET BY FOSTERING A CLOSER RELATIONSHIP WITH ITS CUSTOMERS,
WHICH WILL INCREASE BRAND ADVOCACY AND LOYALTY.

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 REFERENCES
Research Guides: This Month in Business History: The Founding of Apple Computer, Inc. (n.d.). https://guides.loc.gov/this-month-
in-business-history/april/apple-computer-founded

Apple’s Brand Positioning – How it Became the Most Valuable firm. (2024, February 27). Amati and Associates. https://www.amati-
associates.com/digital-products/brand-positioning/apple/

Cunningham, A. (2019, August 8). Apple: The World’s First Essential Luxury Brand. https://www.linkedin.com/pulse/apple-worlds-
first-essential-luxury-brand-andy-cunningham-1c

ED Ponsi (2019, January 05), apple is a symptom of a bigger problem https://realmoneythestreot.com/investing/stocks/apple-is-a-

symptom-of-a-bigger-problem-14823633

ivyPanda Free Study Hub. (2019, November 28), Apple Company's Problems Problem Solation Essay
https://ivyyponda.com/sways/apple-inc-3/

Peter Chan. (2019, January 14), 3 Sign: That Apple Has Last Its Innovation Mojo.
https://Poww.forbes.com/sites/petercohan/2019/01/4/3-signs-that-apple-has-lost-its-innovation-majo/?sh=366889036784

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Apple Inc.
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