PowerPoint Presentation

Strategic Brand ManagementApple Brand Audit

Objective, Scope and Methodology

ObjectivesTo find out the perception of people toward Apple after Steve Job diedBrand imageBrand awarenessPositioningThreatTo find out how people response to iPhone 5

Think DifferentScopeThe report will cover among MUIC students that are using smart phone of any brand and have experience using iPhone of any modelMethodology The secondary data will be carried out by using the website article that relate to Apple brand before and after the death of Steve job. For primary data, our group used questionnaire method

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Industry backgroundFirstly invented by Ericson in 1997The term smart phone is still vague Allowing the third party applications to runWindow, IOS and Android

Industry BackgroundThe common one is Symbian from NokiaIn year 2000, the market was ruled by NokiaIn 2006, this is the turning pointInternet was provided almost entire areasSmartphone allows to perform various tasksIn 2007, Apple launched iPhone

Market Share of Smart phones

Apple Background- 1976, as computer company To achieve stellar products and services Be the main market leader in music players Joined the phone industry with the iPhone Market cap larger than Google & Microsoft combined Steven P. Jobs >> the Apple's CEOCurrent CEO >> Tim Cook

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Consumer AnalysisTrendsThe high-end models >> selling well Many significant online storesThe gateway to ecosystemWomen >> white iPhone more

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Consumer AnalysisMotivation To listen the musicTo communicate through social networkTo use high-end technologyFeel trendy and technological wisdom

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Consumer Analysis Perception Circle button below the screen is innovative Large screen and have simple design High quality >> smooth to touch Primary i >> sound smooth and attractive Sensation of being young and trendy

Think DifferentConsumer AnalysisSegmentationOne product for a particular purposeMiddle to high class and in the business of media and designLifestyles of the youth and middle age who living at the locationsUsing the internet and computers

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11Consumer AnalysisBehaviorTo improve the image of customersOne part of their daily lifestyleTake them wherever they goMost men >> purchase iPod is a necessity more than most women believes

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Brand elements

Original logo

1976-1998

1998-2000

2000-2007CurrentlyLogoEasy to recognizeQuality and innovativeOne of the most valuable symbol

Think DifferentBrand elementsPackagingAppearancePlain but uniqueBlack and WhiteApple packaging teamEmotional responseFirst impressionExcitement

Think DifferentBrand elementsSlogansiPod classic10,000 songs in your pocket."iPhone 5The biggest thing to happen to iPhone since iPhoneMacBook"MacBook Air. The world's thinnest notebook."

Think DifferentBrand elementsPOPsTechnology:Produce in the same manufacturer (Foxconn Co.Ltd)Use Samsung touchscreen technologyPrice:

BrandPriceiPhone 523,000Samsung s322,000Nokia Lumia21,500

Think DifferentPODsRetail store: Have its own retail store (Applestore/iStudio) ZEN concept Friendly expert staffCEO: Steve Job Tim cookRecognizableOperation system:Perfectly suit with all Apples productiCloudReliable

Brand elements

Think DifferentBrand elementsMarketing programSteve Job showRumor through social mediawww.macrumors.com Restriction in software updateForcing the customer to buy new modelCommercial showing the attribute of the product

Think DifferentApple Brand portfolioLaptop/ DesktopMacBook AirMacBook ProMac MiniiMacMac Pro

iPodiPod shuffleiPod NanoiPod TouchiPod ClassicApple TV

Think DifferentApple Brand Portfolio iPhoneiPhone 2GiPhone 3GiPhone 3GsiPhone 4iPhone 4siPhone5 iPadiPad 1iPad 2The new iPadiPad mini

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Brand Portfolio AnalysisMacBook White Launch to gain the market share of low-end market that customers who have a low income can purchase this productsiPhone S type; iPhone 3GS, iPhone 4SApple Inc. launch these product type to gain more revenue from customers because the past product is in the maturity period To extend the time period of products while other brands do not launch productsiPod Touch To capture the market in portable music player and movie player, which function is similar to iPhone

Think DifferentBranding StrategiesApple Inc. keep creating innovative productProduct featuresProduct DesignProduct UniquenessOpening retail store in high-end districtEmotional ConnectApple aims for loyal customers

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Branding StrategiesApple training manual- Approach customers with a personalized warm welcome- Probe politely to understand all the customers needs- Present a solution for the customer to take home today- Listen for and resolve any issues or concerns- End with a fond farewell and an invitation to return

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SamSung Brand element

Meaning three stars (powerful, everlasting)Memorable, transferable, unique, and easy to protectAble to extension the product categories

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SamSung Brand element

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Samsung Brand elementSloganinspire the world create the future

Vision and missionSmart thinking. Simple livingThe phone that does it allDesigned for Humans (Inspired by Nature)Camera reborn

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Samsung Brand element packagingPlain and classic Sense of elegant , high end productModern and attractive designFeel excited and feel of valueSimilaritiesStrong competitiveVery similar theme and look

Think DifferentSamsungs brand portfolioTVCameraNotebookMemory AccessoriesHome

Think DifferentPOPs/PODS of SamsungPOPsTry to launch new productTry to cover the gap in the marketTry to gain competitive advantages (brand reputation)PODsUltramodern productHumanizing the productBetter user experience

Think DifferentCurrent marketing programsSuperstars (representative) to increase brandMediaAdvertisementBillboardPoster (corner of many roads)

*gain lots of attention from targeted consumers*

Think DifferentNokia Brand Elementslogo

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Slogan

Point-of-DifferenceSustainable competitive advantage is its global reach accompanied with a locally tailored presenceIt is going to be hard for the competitors to enter a market like INDIA where Nokia has established a strong presenceDurability and Battery endorsement

Point-of-ParityWith the new operating system, Window phone 8, Nokia shared the same technology with HTC, Samsung, and HuaweiPricing (Nokia Lumia) is slightly different with competitors like iPhone 5 and Galaxy S3

NokiA Brand elementsPODs & POPs

Think DifferentNokia Brand ElementsMarketing Program

Think DifferentAdvertising Through TVC, Bill boards, Outdoor Ads, Radio and display standsPersonal selling By product training to DistributorEvent marketingPremiums for loyal customersBelow-the-Line promotion

QuestionnaireBrand AwarenessName the brand of smart phones you have heard Given the picture below, what brand do you think of?

100%100% recall the pictureIs the slogan of which brand?

QuestionnaireBrand ImageTo what extend do you feel the following product characteristics are descriptive of Apple iPhone5? How good or bad it is for Apple iPhone5 to have the following product characteristics?How unique it is for Apple iPhone5 in term of following product characteristics?

QuestionnaireBrand ResponseDo you think iPhone 5 is similar or different to existing competitors?Similar in term of same function/application with other brands.Not Similar in term of : iOS Design Application Brand Image Uniqueness InnovationSimilar = 36.67%Not Similar = 63.33%If you are considering buying new smartphone, assume all the brand have the same price, how likely would you buy the following brand

QuestionnaireBrand Relationship If you are considering buying smartphones in 3 months, which brand are you interested?23 out of 30 of the applicants choose iPhoneQ15 Would you continue buying the next generation of iPhone?76.67 %23.33%

QuestionnaireBrand Association

When you think of iPhone 5, what cam up to your mind?3%10%10%10%25%15%15%13%Steve JobsFunction/DesignsSame as iPhone4InnovationTim CookShort BatteryFastExpensive

QuestionnaireBrand PersonalityQ12 If iPhone5 is a person, to what extent do you think iPhone5 would have the following personalitiesTotal 19.99Q12 If iPhone5 is a person, to what extent do you think iPhone5 would have the following personalitiesTotal 15.54Q12 If iPhone5 is a person, to what extent do you think iPhone5 would have the following personalitiesThe result from this question is that the competence of an iPhone 5 is the most rated from respondents , which the Total is 20.94

Competitor AnalysisCompete with many brands.Technology, smart phones and computer industryDifferentiate, modern design and products3 main competitors in market; Blackberry, Nokia, Samsung and

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Brand Equity Judge Brand Equity since death of Steve Jobs

Brand AwarenessBrand ImageBrand Resonance Brand Relationship

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Brand AwarenessSome parts of brand awareness are strongEveryone can recognize brand logo and iPhoneSlogan is unknown but is an important brand elementRecognition is high but recall is not, Smartphones people think of Samsung more, This would not have been the case before, Salience is slipping

Think DifferentBrand ImageOverall Brand image is goodStrong, Favorable and UniqueShows imagery and performance of the product is good, and integral part of brand equity

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Brand ResponseApple still considered a unique product Reinforce the sloganPeople that are aware would consider it as their favorite brand of smartphoneWhen price is taken out of consideration it is also considered the favorite productSamsung are gaining share and Apple need to make sure this doesnt happen

Think DifferentBrand RelationshipVery strong brand relationshipMost customers consider buying next generation of iPhoneMost customers would consider iPhoneApple have strong behavioral loyaltyOur survey is just done for iPhone but this will be similar for most Apple products. Consumers feel they are part of Apple Family

Think DifferentRecommendationsBrand Recall lowIncrease Advertising effortsIncrease product rangeSlogan unknown - Important brand element that is relatableShow slogan on website and product packagingInvest in R&D to stay ahead and create more design appeal Be more wary of competitors and create branding plan accordingly Maintain core competenciesLook outside for features, such as Dropbox, Google, Hotmail etcDefine and reach customer base more broadly and deeply

Think DifferentRecommendationsBuild unbreakable customer bondsRetail stores can give information on customers to create bondCreate ideas and attention from customersBe careful when engaging in lower end of the marketManage Brand exposure

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