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Brand value, Brand equity Concern

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  • 1. Brand value, Brand equity Concern 2 2554 MK 542
  • 2. (Brand value, Brand equity Concern) 1 13 (Brand Association) 34 - 56- 78 - 9 10- 10- Market share 11- 6W 1H 12 - 13- Marketing Strategy (4 Ps) 14- 15- Business Model 15 - 16- Five Forces Model Analysis 17 - 18- 19
  • 3. (Brand value, Brand equity Concern) (brand value) (Brand Equity) (Appreciation of Quality) (Appreciation) 1. (Reason-to-Buy) 2. ( Strong Position)
  • 4. 3. ( A Price Premium) 4. ( Channel Member Interest) 5. ( Brand Extension) (Product Quality) 1. ( Performance) 2. ( Feature) - 3. ( Realiability) 4. ( Durability) 5. ( Service ability) 6. ( Fit and Finish)
  • 5. (Service Quality)1. ( Tangibles) (Manage Evidence) Apple Apple Apple2. ( Reliability) 3. ( Competence) Apple Apple4. ( Responsiveness) 3 3 5. ( Emphaty) (Brand Association) (Image) (Brand Position) 1) ( Differentiation)
  • 6. 2) ( Reason-to-Buy) 3) ( Positive Attitudes/Feeling) 4) ( Basis For Extensions) (Brand Association) (Brand Positioning) 1. ( Product Attributes) 2. ( Customer Benefits) Design 3. ( Relative Price) 4. ( Use/Application) 5. ( Customer/User) ? 12 6. ( Personality)
  • 7. 1. 2. 3. - 18 - - - - 4.
  • 8. 5. ( 30 45 ) ( 45 ) (Product Knowledge) (Brand Image) 6. - -
  • 9. 1. - (Staring for Brand Knowledge) (Product Knowledge) iMac , iPhone , iPad , iPod Touch - (Familiarity) 2.1 . (Brand Recall) 2 . (Brand Recognition) 3. ( Brand to be Consider) 3. 4. 5. 6. (Feeling and Emotion)
  • 10. 7. 8. 9.
  • 11. (Apple Computer Inc.) (Apple Inc.) 70 (Apple II) (Macintosh) 80 3 30,000 2 2553 20 17,000 (Google) BMW (Phillip Elmer-Dewitt, 2011 : paragraph 3-5)
  • 12. 5 1. (MacBook, MacBook Pro) (iMac, PowerMac)2. Mac OSX ()3. iPod iPhone4. iSight, AirPort 5. iTunes 30,000 .. 2552 27,000 - () 2552 7 168.6% 152.7% 3G 2007 2012 619,240,000
  • 13. Market share 2011 Canaccord Genuity Apple 65% 39.1 Apple 75% iPad 4 24 11.12 Apple 14 Kindle Fire 7 Amazon 15 $199 (~5,970 )
  • 14. 6W 1H1. (Who is in the target market?) Apple Graphic Design Desktop Publish eMac application 2. (What does the consumer buy?) iOS 3. (Why does the consumer buy?) Apple premium Apple Apple Lifestyle Apple Premium Brand PC Apple Premium Price Premium Brand4. (Who participates in the buying?) Apple Brand Brand Apple
  • 15. 5. (When does the consumer buy?) 6. (Where does the consumer buy?) 4 iStudio iBeat 3 U-Store 4 AR Apple Authorized 7. (How does the consumer buy?)
  • 16. Marketing Strategy (4 Ps) Product- Product Line (Diversified) Apple Apple - Apple Differentiation Differentiation Apple Design Price- Premium Priced Premium Brand Place- Built to order online- Apple Apple Apple - AT$T Apple Apple Ipod Apple Apple Apple Promotion- Word of Mouth ( apple Apple ) apple 85 % Apple Apple
  • 17. - Apple Apple Design Apple Apple (Graphic User Interface) - Apple Apple Apple Business Model 1. Value Preposition offer Apple Innovation Graphic Design Desktop Publish 2. Revenue Model business model Revenue Model Internet business model Apple 6 1. iPhone 36%2. Desktop 28%3. iPod 22%4. 7%5. Software , 4%6. Hardware 3%
  • 18. Advertising revenue model 3. Market Opportunity identify market value Apple 3 PC Notebook, MP3 Player Smart Phone PC Notebook PC Notebook Apple Design, OS, , Mac Window PC PC Notebook Apple
  • 19. Five Forces Model AnalysisThe Threat of New Entrants () Mac : PC Notebook iPhone : iPhone iPhone , Google smart phone iPod : Apple iPod iPod file MP3 AAC iTunes iPod The Bargaining Power of Customers () Mac : internet , , , iPhone : Customer smart phone iPod : Windows Macintosh iPod Apple Customers
  • 20. The Bargaining Power of Suppliers () Mac : Supplier 2 PC Notebook Supplier (OS) Supplier iPod iPhone : Apple ( Shared value activity ) SupplierApple Supplier The Threat of Substitute Products and Services () Mac : PC Notebook PDA, SmartPhone iPhone : iPhone iPod : flash memory iPod 15 GB Body Mac : PC Notebook HP Dell iPhone : smart phone , application, , , smart phone Motorola, HTC, ASUS, NokiaBlackBerry iPod : iPod Sony Network Walkman NW-HD1 Sony music player
  • 21.
  • 22. Jeffrey L. Cruikshank. . (The AppleWay). . .., 2550. . silicon valley. . , 2550.www.bloggang.com/viewdiary.php?id=momotoy&month=11-2011&date=14&group=11&gblog=11

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