2-2 Importance of Brand Positioning

Apple Inc. is a tech giant known for their consumer electronics, computer software and online services. Apple has a number of diverse and stylish looking products which include the iPhone, iPad, iPod, Mac and Apple Watch. Apple is considered one of the most successful yet polarizing brands in the world.

Apple Inc. is best known for its innovation.  Apple Inc.’s mission statement is to bring the best user experience to its customers through its innovative hardware, software, and services.  Apple Inc. highlights that it exists to offer its consumers the best products and service that it can.  Apple Inc.’s vision statement is “We believe that we are on the face of the earth to make great products and that’s not changing” (Apple, 2020). The company highlights that they are always determined to deliver quality products to their consumers.

Apple Inc. identifies itself with the bitten apple logo which is recognizable worldwide.  It has become a symbol for style, innovation, and reliability.  The logo comes mainly in 3 colors; silver, white and black.  The company maintains a monolithic brand identity.  Apple Inc.’s brand identity is based on an “ecosystem” of digital products and services which focuses on simplicity, elegance and style for all ages.  Apple products are viewed as trendy and forward looking.

Apple Inc. is positioned as a premium product.  Apple products are generally priced higher than its competitors. This position has helped Apple avoid getting into price war.  Instead of competing on price, Apple can now compete on innovation and unique value propositions.  Apple has a branding strategy that focuses on the emotions. The starting point is how an Apple product experience makes you feel. 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. Through these qualities, Apple is positioned as being extremely helpful to people as they strive to achieve their goals.

Apple Inc. follows an abstract strategy.  Abstract brand names allow for more imaginative liberty.  Without a descriptive name, Apple Inc. can engineer a completely new and unique experience with their customers.








Apple’s ‘Creative’ Brand Position – Insight by The Brand Specialist. (2018, November 12). Retrieved from https://www.thebrandspecialist.com/apples-creative-brand-position/


Capece, D. (2012, July 30). Top 5 Strategies for Creating a Brand Name. Retrieved from https://www.fastcompany.com/1295156/top-5-strategies-creating-brand-name


Rowland, C. (2019, February 13). Apple Inc.’s Mission Statement and Vision Statement (An Analysis). Retrieved from http://panmore.com/apple-mission-statement-vision-statement



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