Apple Strategy

Apple has made a great branding success due to some following factors:

          Building overall brand strategies

      Apple has a branding strategy that focuses on the emotions. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. The Apple brand personality is also about simplicity and the removal of complexity from people's lives; people-driven product design; and about being a really humanistic company with a heartfelt connection with its customers.

          Designing branding components

          Brand name

      Apple, of course, is the archetypal emotional brand. It's not just intimate with its customers; it is loved. Apple is about imagination, design and innovation.
      Why did Steve Jobs and Steve Wozniak choose ‘Apple’ as their brand name? Surely, this name neither popped out of any creative research nor of any computer software for brand name creation. It is simply the name that seemed plainly obvious to the new creative geniuses. In one word, the Apple brand name conveyed the exact same values as those which had driven them to revolutionize computer science. Clearly, the brand name had in itself all the necessary ingredients to produce a major breakthrough and establish a new norm. What worked for Apple, however, did not work for Apricot. Apple reflected the founders’ values, which materialized into user friendly computers. This is indeed a far cry from just choosing a similar name without prior verification that such values as Apple’s could indeed be conveyed by the brand.


      The Apple logo is one of the most recognized corporate symbols in the world. The first Apple logo was designed by Jobs and Wayne in 1976, featuring Isaac Newton sitting under an apple tree with ‘Apple Computer Co.’ on a ribbon banner ornamenting the picture frame. That Apple logo was then changed by designer Rob...