Analysis of value, image and positioning of a brand: An analysis of the brand Apple in Regard to the VIP-Criteria
Seminar paper from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1- (A-), University of Bedfordshire, language: English, abstract: Apple is a strong brand that stands for high prices and stylish technological products. Its core values, innovative easy to use, different and stylish in design contributes to the image of the brand: innovative but managable products for people who „think different“. Apple created an „army of Apple evangelists“ because of its strong and lasting brand values (Kotler et al., 2009, p.443). Despite this strength and effectiveness the brand faces also weaknesses. For example Steve Jobs is a main contributor to the brand ́s success – but an unsecure assets (as he could leave the company again – on purpuse or not).
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2003 at www.osnews.com 9 Interbrand Value accessed According to Keller Alliance Consulting Group Analysing Apple Aperion and Georgson Apple Keller Apple Marketing Blog Apple product range Apple Value Apple Website Apple´s Brand Strategy Apple´s brand values basis of Keller Best global brands Blog entry brand Apple brand architecture brand arousing emotions brand community brand equity brand image brand personality Brand Positioning Coca Cola core values Customer-perceived value definitions different and stylish Emerald Group Publishing Eventhough Apple German National Library GRIN Group Publishing Limited Image and Position Image of Apple iPad iPhone Journal of Product Justin Long Kapferer Karda and Mumel Keller four dimensions Kotler Milward Brown Number opinion about Apple´s Product & Brand sales till 2004 Segments of Apple statement by Rothfeld Steve Jobs strong brand stylish in design Subbrands of Apple Table Think different Trott University of Bedfordshire user-friendly value of Apple Values by Moser World Wide Web www.interbrand.com