Apple, Brand heritage

Brand Heritage :

According to Hudson (2014), Brand Heritage is defined as a concept that explicitly links a brand's historical status to their brand image and appeals to consumers.

For Brands, heritage is crucial to create and strengthen an emotional connection to its consumers by re-establishing this connection to the past. In fact, Brand heritage could be a reason to believe in the brand and also a good reason to purchase/buy the brand’s products/ services.

First, we will focus on the brand image. Since 1976 Apple’s logo has changed regularly and have always made a lot of mystery relative to its signification. In fact, nobody really knows this signification.

The first logo was designed in 1976 by Ronald Wayne and shows Sir Isaac Newton sitting under a tree from which an apple had fallen and he revolutionized the law of gravity.

For the second logo, Steve Jobs wanted something absolutely different and asked Rob Janoff to create a modern one. He created the most iconic logo in the corporate industry. The history behind the rainbow colored logo was that Jobs wanted people to « think different ».

In 1998 with the launch of the new mac, Jobs decided to change the logo to fit with the metal computer.

Then for the last logo, they wanted simplicity, high-technology, and infinity.

Apple’s reputation is one its biggest strength. In 2016, The Harris Poll Reputation Quotient measured public opinion of the nation’s most recognizable companies and Apple arrived at the second place. This survey revealed that apple’s users have a blind loyalty and that the majority don’t consider to leave the brand.

Apple’s brand promise is « think differently ». Its promise is the most famous slogan of all time and the key to Apple’s success in the computer industry. This promise is two-sided:

their guarantee to create products based on seeing the world a little differently

and their promise to inspire their customers to do the same.

Apple core values are based on the elegance of the design, and also on the simplicity of use. It’s also crucial to use the fastest processors on the market.

The identity of Apple is mainly representing by its logo symbol and the consumer’s relationship. In fact, at the end of the twenty century for the introduction of its new IMAC, Apple use their heritage as a user - friendly brand for independent minded people. By relying on the brand’s heritage, Apple was able to turnaround the brand fastly, and increase its share of market.

Moreover, apple’s products are easily recognizable because they all have an « I » prefixed to their names, this « i » is for innovation, the internet and interesting.

BRAND EVALUATION & CONCLUSION

According to the Economics Times, product life cycle is the cycle through which every products or brands goes through from introduction to withdrawal or eventual demise.

Apple’s introduction stage was the launch of the original Ipad, Imac, Iphone or Ipod. Now, Apple is doing its maximum to keep itself in the growth stage. In fact, instead of letting its products to a maturity stage, Apple keeps on coming out new features, always improving

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