Brand Assessment

Brand Assessment for the magic Apple

Recently, Apple has released its latest mobile phone product: iPhone SE, which has received great attention from consumers. On the official website, it describes the iPhone SE as “A powerful new smartphone in a popular design” and “The Most Affordable iPhone Features A13 Bionic, the Fastest Chip in a Smartphone, and the Best Single-Camera System in an iPhone”. Compared with the previous products, the price of iPhone SE has been lowered, and the corresponding functions have been adjusted, but a group of potential consumers has still been harvested.

Apple Inc. is a multinational technology company in which headquarters is located in Cupertino, California, America. Its main business is the design and sells computer hardware and software, online as well as the other consumer electronics. It is one of the four major technological companies in the world along with Google, Microsoft, and Amazon. Its core business is the manufacture and the sale of the electronic technology products and for topnotch innovation that has been tested over the years. The most popular product among Apple’s offerings include the iPhone, the iPad, apple watch, iMac, and other products.

According to an official report, Apple’s revolution in the personal computers industry came up with the introduction of Macintosh in 1984. Apple has since grown to be one of the leading technological companies in the world with the invention of the iPhone, Apple TV, Apple Watch, iPad and iMac. Apple has five operating systems for its products namely,  iOS for iPhone, iPadOS for iPad, macOS for MacBook and IMac, WatchOS for Apple Watch, and TvOS for Apple TV, which give the clients a good experience as they use the Apple branded products. Apple provides ground breaking services that include App Store, iCloud, Apple Pay, Apple Music, and so on. The company has a team of over 100000 employees that help them to come up with the innovative products and services that are aimed at meeting the needs of the clients in the market. In fact, it has been wildly sought after by consumers from all over the world since Apple entered the market. Consumers are always keen when a new product is launched and they are always there to purchase because apple has managed to sets its brand apart from the others in the market which makes the new products that have been launched by the company to be very marketable.

The iPhone is based on technological innovation as the company does its best to meet the market needs and make sure that the employees have a good experience as they use the products made by the company. The innovation makes the company to be popular among the clients in the market, which explains the company’s market share. The brand has also been able to proliferate the market and has managed to have a foothold in the global smartphone industry. According to other media reports, we can also learn that the brand value of apple is also very high. Apple’s had a record market value of public offering on December 12, 1980, set a record market value of$ 623.5 billion in 2012 during the initial product offering.  On September 30, 2013, in the Hongmeng Group’s “Best Global Brand” report, Apple went ahead of Coca-Cola to be the most valuable brand in the world. Apple had become the biggest company in terms of market value on June 2014 for three consecutive years which was indicative of the fact that the strategies that they had put in place were successful in the market.

Apple ranked 15th in the 2014 World Top 500. At the same year, the Apple brand overtook Google and became the most valuable brand in the world. Brand Finance released the 2017 Global Top 500 Brand List in February 2017 which ranked Apple second. Regarding apples, some people once argued that the lives of the people in the world had changed with the appearance of three apples. The first is the apple eaten by Adam and Eve according to the Bible, which changed the perception of the world; the second type of apple that has was referred to, was the one that hit Newton’s head that changes the physical world and the Steve Jobs apple that changed the world’s technological world. Apple changed the technology world. Apple’s achievements are truly worthy of the name.

After knowing about the corporate background, we may feel surprised by Apple’s achievements. At the same time, we may wonder why Apple could have such success in brand management. Through investigation, I think the reasons for its success include the following aspects.

First of all, innovation is Apple’s soul. In addition to bring forth new technological ideas in products, this outstanding company also pay great attention to innovation of the brand value. It has the intention of satisfying the customer’s pursuit of valuable products and services at an affordable price that are based on the continuous innovation and the desire to solve more problems in the world. One of the best examples is the Apple’s silver logo. This silver apple was bitten off, something that makes it to be identical compared to the other logos in the market. It is also a commemoration of the pioneer of the great artificial intelligence-field-Turing.

Turing’s story makes Apple’s logo to be fascinating and makes it more recognizable. As we all know, there are six criteria for band elements: memorable, meaningful, likable, transferable, adaptable and protectable. The creation of a creative logo that can easily be identified by the clients is important for the success of a brand.  Apple builds a strong brand resonance model. When it comes to the brand resonance model, we should not ignore the brand awareness and brand image. We can usually use the consumer’s ability to identify a brand as a measure. There is an interesting marketing research about Apple. Consumers are asked which English word they have in mind when they think of Apple Inc. And the most frequent words are “well-designed,” “easy to use,” and “leading-edge technology.” Therefore, we can clearly recognize that Apple has an outstanding and distinctive brand image.