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Apple Inc - Essay Example

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“Apple was founded in Cupertino, California on April 1, 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne to sell the Apple I personal computer kit” (Apple Inc. History, 2008). It is currently the second largest company in the world and also the most valuable technological company in the world. Kim (2010) has pointed out that only Exxon Mobile is currently ahead of Apple as far as market capitalization is concerned. It is often said that apple’s success is heavily dependent on the charismatic leadership of its CEO, Steve Jobs. In fact many people believe that the battle for supremacy between Apple and Microsoft is actually the battle between two individuals; Jobs vs. Gates. Apple succeeded in implementing certain unique marketing strategies in the beginning of 2000 which helped them to sell their products more easily. Moreover, they diversified or expanded their activities into consumer electronics sector also which helped them to change their image as a computer company or brand to a consumer electronics brand. This paper analyses apple brand in terms of its functional and symbolic brand associations, unique resources and capabilities, differentiation of Apple from competitors, the value proposition and the trust currently associated with Apple, forms of consumption and neo-tribal groups that may be important to Apple and recommendations for the brand to take it into the future. Apple brand in terms of its functional and symbolic brand associations Until 2007, Apple Computer Inc was the official name of Apple Company. From 2007 onwards, Apple removed the middle word computer from its name and currently it is known as Apple Inc instead of Apple Computer Company. The change was inevitable since Apple entered the consumer electronics industry from the beginning of 2000 onwards. Earlier, it was more focused towards the development of operating system and computers; however, they realized that the competition from Microsoft and IBM re intense and they cannot overcome it with the help of their existing products alone. In order to convey the change more clearly to the customers, Apple has changed its multicolor logo to a single color one. (The Evolution and History of the Apple Logo, 2009) A logo definitely reveals the class and business philosophy or the organization. The logo should be eye catching and it should force the customers to think deeply about it. If the logo consists of some unsaid part, customers will think about it. Apple cleverly blended all the required qualities of an effective logo into their logo. It says nothing about its product; however the logo reminds the name of the company immediately to the consumers. Apple is a favorite fruit for many people. Apple Company has cleverly taken out a portion of the apple from its logo in order to create a sense that somebody bites it. They wanted the consumers to think about the bitten part of their logo which is a clever brand building strategy. In short, apple’s communication with the customers is cleverly formulated with a unique style. They build their brand with the help of strong brand building strategies and effective marketing communication channels. Apart from the logo, Apple used English small letter “i” cleverly to name its products. “With the release of the iMac on August 15, 1998, Apple was able to put to rest some its past failures” ...Show more


During the last 35 years of history, Apple Inc has experienced many ups and downs. In the 80’s and in the early part of 90’s Apple faced stiff challenges from Microsoft and failed to progress properly. Microsoft gained upper hand during this period with the help of their renowned operating system Windows…
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