Analysis of value, image and positioning of a brand (eBook, PDF) - Nagel, Sarah
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Seminar paper from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1- (A-), University of Bedfordshire, language: English, abstract: Apple is a strong brand that stands for high prices and stylish technological products. Its core values, innovative easy to use, different and stylish in design contributes to the image of the brand: innovative but managable products for people who „think different“. Apple created an „army of Apple evangelists“ because of its strong and lasting brand values (Kotler et al., 2009, p.443). Despite this strength and…mehr

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Seminar paper from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1- (A-), University of Bedfordshire, language: English, abstract: Apple is a strong brand that stands for high prices and stylish technological products. Its core values, innovative easy to use, different and stylish in design contributes to the image of the brand: innovative but managable products for people who „think different“. Apple created an „army of Apple evangelists“ because of its strong and lasting brand values (Kotler et al., 2009, p.443). Despite this strength and effectiveness the brand faces also weaknesses. For example Steve Jobs is a main contributor to the brand´s success – but an unsecure assets (as he could leave the company again – on purpuse or not).