Apple Inc. brand and SWOT analysis

Résumé du document

The company Apple Inc. is an innovative company operating in the sphere of multimedia and high technology as the 7th largest global manufacturer. It is present in both hardware and software production. It also provides online services (iTunes).It is very important to know and understand Apple's history, which lead the company to becoming one of most famous brands. Apple Computer Inc. was founded by Steve Jobs and Steve Wozniak on April 1976. Their first computer called Apple I was built in their garage in California. It was the first personal computer to be combined with a keyboard and a monitor for display. They produced about two hundred units which were sold through word of mouth at $666.66 each. Initially, their goal was just to make applications available to the general public. The idea was to design a computer that everyone could use. Between 1977 and 1981, Apple II was a comfortable success. Subsequently, through the development of the computer industry, the company grew, and developed its vision. Their main objective now became to present the best products at the right time, and at a very competitive price. Apple now displays its presence on the high technology market, and boasts the reputation it deserves.

In 1981, Apple launched the Macintosh which was the most famous computer brand around the world for a long time. Its advertising, entitled ‘1984' and diffused for the Superbowl, is still one of the most famous commercials. From 1990 to 1998, the prices in the PC industry decreased constantly, and the competition became harder. At the same time, Microsoft launched Windows 95 which would soon crush Mac OS. However, Steve Jobs returned to direct the board and introduced new initiatives. The arrival of the iMac presented a restart for the company, and the Apple's fans community. In 2001, the iPod signaled the start of the diversification which continues with the iPhone, and the iPad. Apple continued to give up its computer hardware department, and has used the Intel CPU since 2005.

Extraits

[...] Attributes of the brand: Apple is a very innovative brand as we have all being experiencing this last decade. We saw some new products such as iPod arriving on the market and becoming revolutions in consumer's daily life and households. Some products such as the Macintosh are known for their reliability, others, such as iPhone for their applications, and way of use. But one important part of this innovative background is DESIGN. This particular point makes a serious difference between apple and its competitors. [...]

[...] In the first on the question would be for example: What computer brand do you know? then in the second one: Do you know Apple? (Top of mind recognition) The brand that has the highest brand recall has a competitive advantage compared to its competitors because consumers that remember voluntarily the brand will buy more easily a product from the brand. Apple already has a very high brand recall as it is very well known; but Steve Jobs's company want to take a further step and is now starting to boost its advertising budget especially with the launch of the new Macbook air. [...]

[...] Apple has a culture of opposition: during a long time, it was a competitor of IBM so Apple creates a logo design in opposition with them. Last years, Apple was in competition with Microsoft. So Apple did a lot of commercials or viral video on internet to compare both companies. http://www.youtube.com/watch?v=siSHJfPWxs8 A "cool" man wearing casual clothes introduces himself as a Mac, while another one dressed in suit-and-tie combination introduces himself as a PC (but more specifically a Microsoft PC). [...]

[...] During a long time, Apple has an image of differentiation. But now, everybody have Apple stuff. So where is the "think different" mind? Brand hierarchy Corporate brand level The company "Apple" has a prominent role in the branding strategy. "It bucks the traditional notions of what a corporate culture should look like in organization hierarchy" and develop a strategy by opposition face to its main competitors. It always knew how to combine its origins in the computing History with the future: Old and legend for trust and quality New and vision for innovation and creativity The first and maybe most important corporate brand level is the logo, represented by a bitten apple, which has been evolving since its creation in 1977 by Rob Janoff. [...]

[...] Our belief was that if we kept putting great products in front of customers, they would continue to open their wallets.” And “Innovation distinguishes between a leader and a follower.” Apple, its history, its product, everything is about innovation and continuing to make the consumer dream. You always need to have an excellent product and/or service, i.e. the quality has to be irreproachable, because that's what makes the difference between a low quality product and our exclusive one. Second source of equity: the notion of faith towards the brand. [...]