Marketing Communications - Examining Apple
COMM 335 - January 24, 2013
The Apple Brand Image
Apple is.... cool, hip, trendy, innovative, smart, high priced but high quality, dependable customer service, sleek. Positioned as more trendy than Dell, HP, Acer, Toshiba and therefore also higher priced. Although you can purchase apple products through traditional channels (like at future shop) the apple stores are high-end, simple but effective and considered a cool place to hangout!
Threats to apple: needing to maintain quality while also producting products at lower price points that both satifsfy current consumers and draw in other customer groups (Ipad Mini may threaten current brand image with its low price point).