Apple


Brand Image/Positioning:

Young, prestigious, artistic, modern, sleek, convenient, creative, premium.

Positioned with higher price than PC's but fully loaded with programs young adults look for.

Threats:

Window based PC's and Android based tablets.

Windows tablet that just launched.

Linux for computer and program savvy customers.

Brand Equity:

Continue its student discount pricing for high school and university students.

Provide programs and features that fit customers' needs and modify those that fail to do so.

Continue its consumer-friendly, service-oriented retail spaces.

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