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Brands & Branding and Private Labels Case Study

Case Title:

Apple – The Most Admired Brand

Publication Year : 2010

Authors: D John, F Nightingale and A Syed

Industry: Engineering, Electrical and Electronics


Case Code: BBP040IRC

Teaching Note: Not Available

Structured Assignment: Not Available

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Apple Inc was established in Cupertino, California on 1st April 1976. The company develops, sells, and supports a series of personal computers, portable media players, mobile phones, computer software, computer hardware and hardware accessories. Apple ranks first in the Fortune's list of 'The Most Admired Company' for the year 2008. It also ranks first in the Business Week's list of the world's 50 most innovative companies for the same year (2008). Apple had always been known for delivering closed systems, controlling the experience from end to end. Apple created new markets and integrated them with the most successful marketing strategies in the computer industry. Apple leads the computer industry in innovation. The case study helps to analyse the role of business strategies in creating brand image of a company. The case also offers a backdrop to debate whether Apple can retain its successful position and innovativeness in the long term.

Pedagogical Objectives:

  • To analyse the features of the most admired brands.
  • To analyse the innovative strategies adopted by Apple to reach the number 1 position.
  • To analyse the unique strategies of Apple such as people management, use of corporate assets, social responsibility, quality of management, long-term investment, quality of products / services and continuous innovation.
  • To analyse whether Apple can sustain its successful position in future.

Keywords :  Apple, iPhone, iPod, Innovation, People management, Corporate social responsibility, Use of corporate assets, Quality of management, Financial soundness, Long-term investment, Quality of products / services, iTunes, Apple retail stores, MacBook

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