Simple & Innovative
Premium, cutting-edge computer brand. Image of an exclusive & urban lifestyle
Threats to the brand - Cheaper price of PC computers, other smartphones, tablet and their improving quality and innovation.
"Early warning signs" - Ex. Samsung Galaxy are the most popular smartphone in Asia; Samsung's anti-apple ad "The Next Big Thing is Already Here"
Securing brand equity - Constant innovation, Rewarding their loyal followers, Brilliant marketing