Managing Apple Brand

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Individual Assignment

 Aigul Kabdrakhmanova

MSc in International Management

Module: Managing Global Brands

Academic Year / Semester:        2015/2016 Autumn

Word Count^[1]: 2736

Seminar leader: Dornyei Krisztina

Due Date: 4 April 2016

Contents

Introduction        

History of Apple        

The Position of Apple in the market.        

Competitive Analysis: Apple vs Samsung        

Apple’s Developed Strategy        

Consistent branding        

Apple has sought to satisfy existing customers        

Conclusion and Recommendations        

References        

Appendix 1        

Appendix 2        

Appendix 3        

Introduction

        Apple Inc. is an international company which has been founded in America. Company manufacturer of electronic devices such as: Personal Computer, computer software, cellular phones. Apple was created in 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne (Dougherty, 2010).  Currently, Apple Inc. is a big international company, which has been owned 437 Apple Stores in 15 countries. Apple's cost and revenue structure in 2014 is about 182 billion dollars (Market Watch, 2014). To be more precise the products of Apple are mostly concentrate in young generation, business people, people from high class.  The mission of the company is to create new innovation, in order to be a premium class product with high price.

      This paper examines the main key stages of growth, brands elements, brand hierarchy, positioning of Apple in the market. The main aim of this paper is to determine Apple’s Strategy in the management and market field. The main objective of the paper is to analyze competitive market of Apple and Samsung, likewise, it has been mentioned Apple brand equity, values, mission and vision. Moreover, the paper include Appendix, in order to illustrate a Cultural analysis of Apple market and competitive Analysis.