Professional Documents
Culture Documents
Brand positioning –
Attributes:
- Apple has a branding strategy that focuses on emotions
- The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion;
hopes, dreams and aspirations; and power-to-the-people through technology; elegant user
interface
- Simplicity and the removal of complexity from people's lives; people-driven product design; and
about being a really humanistic company with a heartfelt connection with its customers
Belief: To make the best and most innovative product in the market, can
develop and innovate, elegant users
Value: Resell value
Brand development – line extension( mac book, watch, ipad, tv, iTunes,
iCloud), no new brand name only use back apple logo
- customer experience elegant use and simplicity (iphone touch screen
gestures)
Umbrella branding strategy
Line extension
- occur when a company extends existing brand names to new forms, colors,
sizes, ingredients, or flavors of an existing product category.
No new brands
- Help company management control cost by saving new logo and
development cost