Apple Brand Audit

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Marc Sullivan BRM 353 – University of Phoenix Thomas Melpolder * Apple Brand Audit
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* Background Summary * Founded in 1976, Apple has grown from a small computer business to one of the most successful brands in the world. Consumers have displayed an overwhelming amount of brand loyalty due to their groundbreaking product lines, marketing tactics, and their ability to rise above their competition. Innovative, user - friendly, quality products have made Apple and dominant force in the consumer electronics market. Successfully implementing and improving these core values will only grow Apples brand equity allowing them to continually grow their company.
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* Introduction and O bjective * Brand Audit Intro: B rand audit is concerned with the behavioral and psychological nature of brand equity. It is simply an overview of a brands current position in the industry and how it compares to its competitors. It helps determine the strength and effectiveness of a brand strategy, consumer views and market position. * Objective : The brand chose is Apple and the objective is to show how the brand currently stands and consumer views of the brand overall. After the audit we will be able to identify if Apple is flourishing in the consumer electronics market. Brand audit will also identify strengths, weaknesses, opportunities and how the brand is liked and by the end we will have a clear picture of Apples market position.

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