apple brand building9834234

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KEVIN LANE KELLERS KNOWLEDGE MODEL

OF BRAND BUILDING


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BrandKnowledge

BrandImage

Types ofAssociation

BrandAwareness

AssociationFavorability

Strength ofAssociations

AssociationUniqueness

Brand

Recognition

BrandRecall

Attributes

Benefits

Attitudes

Non-ProductRelated

ProductRelated

Functional

Experiential

Symbolic

Price

Usage andUser Imagery

Brand

Personality

Feelings &Experiences

KELLERS KNOWLEDGE MODEL OF BRAND BUILDING


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Apple Inc. is an American Multinational Corporation.

Hardware Products:

Macintosh computers.

The iPod.

The iPhone.

The iPad.

Software Includes:

Safari web browser

The iTunes media browser.Quicktime player

Introduction


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Established in Cupertino, California on April 1, 1976 .

Company was called Apple Computer Inc. for its first 30 years.

It has about 35,000 employees worldwide.

It had worldwide annual sales of US$32.48 billion in its fiscal year.

It has 250 retail stores in nine countries and an online store where hardwareand software products are sold.

Introduction Cont.


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first logo, designed by Jobs and

Wayne, depicts Sir Isaac Newton

sitting under an apple tree.

By Rob Janoffsrainbow

Apple, the now-familiar

rainbow-colored silhouette of

an apple with a bite taken

out of it.

While Jobs liked the logo, he

insisted it be in color, as a

way to humanize the

company

Logos


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June 2010


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Apple Experience


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Non Product Related


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BRAND

KNOWLEDGE:-

BRAND AWARE:

Known product in the

market

Brand recognition-

Advertisement, through

innovative products, social

media

Brand recall:-Logo, Tag line

( There is an App for that)

Brand image=creation of

brand image by for

associated features

Types of brand

association-------

Favorability of

brand association

excellent performer

,innovative, simple,

User friendly

Strength of brand

image

loyal set of

enthusiastic

customers

Uniqueness of

brand

HTC,Samsung, LG,Sony,Nokia

Attributes

related

qualities of

Apple

Attitudes

Simplicity ,Feel

good factor,

Highly liked

Benefits

Providing

various benefits

Product RelatedDurability:

Scratch resistant screen

Metallic finish, best software

ReliabilityHigh performance

Technology

Upgradable

Software to suite

Non Product RelatedPrice:

Value for product

User imaginary

Professionals

high income group

computer and fashion savvy

customers

Usage imaginaryexperience it provides to its

customers, simple,value

Functional

Good performance, easy to

use,superb user interfaces

Experiential

people-driven product

design, innovative , easy

Symbolic=logo,

design

APPLE


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apple brand building9834234

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