Apple


Brand Image & Positioning

- innovative, leaders, reputation for good customer service, status, focus on product design (aesthetics), higher price gives it status, exclusive distribution, student promotions, appeal to this audience, clever campaigns, emotional aspect (what's important to people)

Threats

- other superior products on the market (but it's the brand equity that keeps it strong), economic recession, easily copied products and software technologies

Secure & Increase Brand Equity

- continue to appear as innovators even if products aren't "as good"; as long as they are the FIRST to come out with products; leaders in innovation; expand into new markets (TV, radio); interact with the consumer; customer service innovation (easier to interact with customers)

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