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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…
“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. ...
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