Apple Brand Audit Analysis

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Apple brand audit In fact, about this business one can easily write a few weighty books. Without exaggeration, we can say that Apple is one of the brightest technology companies that appeared in the 70s of the last century. Due to innovative technology and aesthetic design, Apple Inc. has established a unique reputation comparable to the cult in the consumer electronics industry. In 2014 the company was ranked first in the world by market capitalization. The concept of the brand is built around the slogan 'Think different’ (Linzmayer, 2004). A. BACKGROUND History The history of Apple began thirty years ago, when the two friends, Steve Jobs and Steve Wozniak decided to found their own company for the production and release of computers. The company not only produces the number of highly technological devices, but also has a great brand ideology lying behind. The following chapters would review each of factors determining Apple`s success. Brand Image Meticulously crafted image of Apple products as a unique and unrepeatable product contributed to the fact that it has become almost a cult object. In 2011, according to the rating of research agency Millward Brown, Apple TM has become the most expensive brand in the world, which has been estimated at 153.3 billion dollars. Brand Communication Strategy Apple probably has the world 's best PR department. This is especially significant during the development and launch of new products, because in any technological company cannot call such a resonance with their innovations. Before the first time users are be able to see the new Apple product and touch it, the company carefully plans all its public appearances and mentions of it, leak control, organizes briefings for journalists privileged, closed the presentation that can be accessed by invitation only, and finally, it organizes early testing for pre-screened positive-minded members of the media. Nothing ride, on the rare occasions when Apple does not control the initial promise, it corrects this by using its powers to bring elaborate answers

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