Slogans: Apple utilize its variety

Slogans: Apple utilize its variety of slogans to promote their products, for their each product line they have different slogans which describe their importance, benefits, use and creativity of that product and it does so in creative fashion, Several of their slogans often emphasize the innovation of their products. For example, as they use for their App store that "Your iPhone gets better with every new app." the other best example is which they use for their ipad is "Thinner, Lighter, Faster, Face time, Smart Covers. 10 hour battery." Several slogans also state why Apple’s products are better than competitors' products (including preceding Apple products). In 2008, the slogan, “The first phone to beat the iPhone” was used to advertise the iPhone 3G. Currently they use slogan for Apple 5 is “The biggest thing to happen to iPhone since iPhone”

By analyzing the mental map of apple it shows that what thing comes in the mind of the customer when he thinks about the Brand.
It is innovative as apple is always focusing on innovation and they design each product innovative with great and unique design. Customers think apple as their lifestyle and passion and they use the products with full of excitement. Even though it’s in higher price compare to its competitor’s products but still people love to use Apple’s products due to its quality and features of the product. So whenever customer thinks about the Brand many attachments and things in his mind.

Performance & Imagery
In terms of brand performance, I think Apple has set the highest benchmark for others to follow. Their products are of very high quality offering very good options, ease of use and beautiful designs. This is the reason that they charge a premium for their products. Apple products are in line with its competitors. But when it comes to supplementary features, I think Apple has gone many steps ahead and has provided users with something revolutionary every time. In terms of reliability, durability and serviceability, I think there isn’t any company even close to the level of Apple.
The Apple brand is associated with sophistication and technology. Apple products are generally bought by computer and fashion savvy customers rather than the usual computer user. This is because they are looking for something more than functionality and Apple delivers that little extra in a very distinctive manner. The multi-colored logo itself depicts that Apple is for all races and creeds. The meaning of the name also gave the company a “friendly and shine” and warm based personality.
Brand Judgments & feelings
Customer judge the apple by keeping the view 4 things, quality, credibility, consideration and superiority. Products of apple have good quality and it is one of the most trusted brands in the world. Being innovative is its core competency and it has definitely caught the attention of the customer. Apple as a brand is very close to its customers and has been able to give them what they want with very close accuracy. This has created a high level of consideration for the brand with the customers. And it is also the most superior brand in the world.
The Apple brand spread out feelings of fun, excitement and pride. People who own Apple products always look forward to using them with a lot of enthusiasm. The brand through its advertising has created an image of being diverse and colorful. This has been deeply etched in the minds of the customer

Resonance
Apple customers relate to the brand very intimately. Repeat purchases are very common. They feel a very strong attachment towards the brand because it portrays a very different image. The person who uses the Apple are feeling satisfy and feel good and elite by using the Brand. The Apple experience has created deeper attitudinal attachment in the minds of the customer.

Marketing Strategies
Apple is also very innovative and efficient in terms of its marketing strategies and campaigns. Through its marketing advertisement they communicate with their customers effectively, the advertisements of Apple are simple, innovative and clear in which they clearly indicate the benefits and features of the product and they also show that how by using the brand their lifestyle will change. As in their ads of IPods’ they show the how people are enjoying and dancing on music it create kind of excitement and image in the customer mind. When Apple first decided to engage the PC market, it aired a Super Bowl commercial, in the commercial, a young woman with a huge sledgehammer smashes it into a massive television screen, bathing the bald-headed drones mesmerized by the monitor in a brilliant white light.
They also do co-branding in 2004 with Nike, in which a person wearing Nike products using Ipod and listing music and enjoy his walk. They also do their promotion through social websites and get the feedback and suggestion from customers through different blogs, it’s kind of customer relationship management through which they make relation with customer and design the product according to the customer expectation. Get a Mac campaign also get positive feedback which run from 2006 to 2009. In which a person in white shirt introduces himself as “I am Mac” while a man in a more formal suit-and-tie combination introduces himself as a Windows personal computer. In which the capabilities and attributes of Mac and PC are compared and distinguish that how Mac is more beneficial than other.
As on the launch of recent Iphone 5 they design a slogan “The biggest thing to happen to iPhone since iPhone" which get success in customer mind and remembered by everyone. And they also create two ads, in first ad they are showing that how easy it is to share your Thanksgiving photos with your friends and family and in second ad they are showing how the iPhone 5 automatically cancels background noise while you're making a call.
Means their overall marketing strategies are good and innovative through which they communicate customers and show the benefits and features of their products and to get attention of the customers.

SWOT Analysis
Strengths
Over the years apple has grown by offering superior products compare to its competitors. Apple has positioned itself to be a pioneer in the laptops, iphones, and ipads.
So apple has much strength which are listed below:
• Strong brand image
• Exclusive retail stores
• Most focus on R&D
• Genius management
• High customer loyalty
• High stock price in technological industry
• Overall top brand in the world
Weaknesses
• Decision to restrict iphone to a single operator was unpopular in several markets of world.
• Less product line
• Only offered touch screen gadgets.
• Only supports Apple Mac utilities.
• Battery problem
Opportunities
• More international expansion like Asian countries.
• Constant growth in technological products
• Good relationship through joint venture with other big brands.
Threats
• Competition in technology with other Pc industry giants like Hp, Dell, Lenovo and other mobile industry like Samsung, Htc, Blackberry.
• Expensive products as compare to its competitors.
• Recession can hit apple’s overall sales.

Recommendations

Apple is associated with products that appeal to the emotions and lifestyle of consumers. Likewise, the brand is also associated with Innovation, simplicity, excellent customer service, and unique customer experiences.

• However, on the other hand, Apple’s brand is also associated to a poor or lack of corporate social responsibility. Compared to its competitors like, Microsoft donates an estimate of $400 million yearly to various organizations. This is the same for IBM, which shells out around $150 million to schools and non-profit organizations. So apple should also do this activity As a result, we will that this will improve the Apple brand considerably and quash all associations of the brand as not being corporate socially responsible. In return, brand equity will be built, and customer goodwill and perception of the brand will also be strengthened.
• To deliver the desired brand positioning, we recommend that Apple should continue to implement its “I am a Mac, I am a PC” ad campaign because this marketing program states the benefits of using an Apple product rather than those of its competitors in a very simple, yet entertaining manner.
• They also should design such ads those are interesting and which may remember in customer mind for a long time.
• They should continue to use the Apple Store to give customers the ultimate shopping experience. For instance, Apple must not stop giving consumers the opportunity to feel, touch, and use sample Apple products that are displayed in all Apple stores.
• Apple should also sponsor in sports events, Like: Cricket, Football, Olympics etc through which they communicate the huge population of different countries, it’s a great platform to keep in touch with the customers.

Hasil (Bahasa Indonesia) 1:

Slogan-slogan: Apple menggunakan berbagai slogan-slogan untuk mempromosikan produk mereka, untuk lini produk mereka yang masing-masing mereka memiliki slogan berbeda yang menggambarkan pentingnya mereka, manfaat, menggunakan dan kreativitas produk dan melakukannya dalam mode kreatif, beberapa slogan mereka sering menekankan inovasi produk mereka. Sebagai contoh, seperti yang mereka gunakan untuk mereka toko App yang "iPhone Anda mendapatkan lebih baik dengan setiap baru app." contoh terbaik lain adalah yang mereka gunakan untuk ipad mereka adalah "tipis, ringan, lebih cepat, menghadapi waktu, meliputi Smart. 10 jam baterai." Beberapa slogan juga menyatakan mengapa produk Apple lebih baik daripada pesaing produk (termasuk sebelumnya produk Apple). Pada tahun 2008, slogan, "Ponsel pertama untuk mengalahkan iPhone" digunakan untuk mengiklankan iPhone 3G. Saat ini mereka menggunakan slogan untuk Apple 5 adalah "Hal terbesar yang terjadi untuk iPhone sejak iPhone"Dengan menganalisis peta mental Apple ini menunjukkan bahwa apa hal datang dalam pikiran pelanggan ketika ia berpikir tentang merek. Ini inovatif seperti apple selalu berfokus pada inovasi dan desain mereka masing-masing produk yang inovatif dengan desain yang besar dan unik. Pelanggan berpikir apel sebagai gaya hidup mereka dan gairah dan mereka menggunakan produk dengan penuh kegembiraan. Meskipun harga lebih tinggi dibandingkan pesaingnya produk tetapi masih cinta orang-orang untuk menggunakan produk Apple karena kualitas dan fitur produk. Jadi setiap kali pelanggan berpikir tentang merek banyak lampiran dan hal-hal dalam pikirannya.Kinerja & citra Dalam hal kinerja merek, saya kira Apple telah menetapkan patokan tertinggi untuk orang lain untuk mengikuti. Produknya yang berkualitas sangat tinggi menawarkan pilihan yang sangat baik, kemudahan penggunaan dan desain yang indah. Ini adalah alasan bahwa mereka biaya premi untuk produk mereka. Produk Apple yang sesuai dengan pesaingnya. Tapi ketika datang ke fitur-fitur tambahan, saya rasa Apple telah banyak langkah ke depan dan telah menyediakan pengguna dengan sesuatu yang revolusioner setiap waktu. Dalam hal kehandalan, daya tahan dan layanan, saya pikir tidak ada perusahaan bahkan mendekati tingkat Apple. Merek Apple ini dikaitkan dengan kecanggihan dan teknologi. Produk Apple umumnya dibeli oleh komputer dan mode pelanggan cerdas daripada pengguna komputer biasa. Hal ini karena mereka sedang mencari sesuatu yang lebih dari fungsi dan Apple memberikan sedikit tambahan itu dengan cara yang sangat khas. Multi-warna logo itu sendiri menggambarkan bahwa Apple adalah untuk semua ras dan kepercayaan. Arti dari nama juga memberi Perusahaan "ramah dan shine" dan hangat berdasarkan kepribadian.Merek penilaian & perasaanPelanggan menilai apel dengan menjaga 4 hal, kualitas, kredibilitas, pertimbangan dan superioritas. Produk Apple memiliki kualitas yang baik dan ini adalah salah satu yang paling dipercaya merek di dunia. Menjadi inovatif kompetensi inti dan itu pasti telah menarik perhatian pelanggan. Apel sebagai sebuah merek ini sangat dekat dengan pelanggan dan telah mampu memberikan mereka apa yang mereka inginkan dengan akurasi yang sangat dekat. Hal ini telah menciptakan tingkat tinggi pertimbangan untuk merek dengan pelanggan. Dan juga merek paling unggul di dunia.Merek Apple tersebar perasaan menyenangkan, kegembiraan dan kebanggaan. Orang yang memiliki produk Apple selalu berharap untuk menggunakan mereka dengan banyak antusiasme. Merek melalui iklan yang telah menciptakan gambaran yang beragam dan berwarna-warni. Ini telah sangat terukir dalam pikiran pelangganResonansiApple pelanggan berhubungan dengan merek sangat erat. Pembelian berulang sangat umum. Mereka merasa lampiran sangat kuat terhadap merek kerana ia menggambarkan gambar yang sangat berbeda. Orang yang menggunakan apel adalah perasaan terbaik dan merasa baik dan elit dengan menggunakan merek. Apple pengalaman telah menciptakan lampiran sikap yang lebih dalam pikiran pelanggan. Pemasaran strategiApple juga sangat inovatif dan efisien dari segi strategi pemasaran dan kampanye. Melalui iklan pemasaran yang mereka berkomunikasi dengan pelanggan mereka secara efektif, iklan-iklan dari Apple sederhana, inovatif dan jelas di mana mereka dengan jelas menunjukkan manfaat dan fitur dari produk dan mereka juga menunjukkan bahwa cara menggunakan merek gaya hidup mereka akan berubah. Seperti iklan mereka iPod ' mereka menunjukkan bagaimana orang menikmati dan menari di musik itu menciptakan semacam kegembiraan dan gambar dalam pikiran pelanggan. Ketika Apple pertama kali memutuskan untuk terlibat pasar PC, ditayangkan Super Bowl komersial, di komersial, seorang wanita muda dengan palu godam besar Smash itu ke layar besar televisi, mandi berkepala botak drone terpesona oleh monitor di cahaya putih cemerlang.Mereka juga melakukan penggabungan merek pada tahun 2004 dengan Nike, di mana seseorang mengenakan Nike produk menggunakan Ipod dan daftar musik dan menikmati berjalan. Mereka juga melakukan promosi mereka melalui situs sosial dan mendapatkan umpan balik dan saran dari pelanggan melalui blog yang berbeda, ini agak manajemen hubungan pelanggan melalui mana mereka membuat hubungan dengan pelanggan dan desain produk sesuai harapan pelanggan. Mendapatkan Mac kampanye juga mendapatkan umpan balik yang positif yang dijalankan dari 2006-2009. Di mana seseorang di kemeja putih memperkenalkan dirinya sebagai "Aku Mac" ketika seorang pria dalam kombinasi jas dan dasi yang lebih formal memperkenalkan dirinya sebagai Windows komputer pribadi. Di mana kemampuan dan atribut dari Mac dan PC dibandingkan dan membedakan yang bagaimana Mac lebih menguntungkan daripada lain.Sebagai pada peluncuran hari 5 Iphone mereka desain slogan "Hal terbesar yang terjadi untuk iPhone sejak iPhone" yang mendapatkan keberhasilan dalam pikiran pelanggan dan diingat oleh semua orang. Dan mereka juga membuat dua iklan, di iklan pertama mereka menunjukkan bahwa betapa mudahnya untuk syukur Anda berbagi foto dengan teman dan keluarga Anda dan dalam kedua iklan mereka menunjukkan bagaimana iPhone 5 otomatis membatalkan kebisingan latar belakang sementara Anda membuat panggilan.Berarti strategi pemasaran mereka secara keseluruhan baik dan inovatif melalui mana mereka berkomunikasi pelanggan dan menunjukkan manfaat dan fitur dari produk mereka dan untuk menarik perhatian pelanggan.SWOT AnalysisStrengths Over the years apple has grown by offering superior products compare to its competitors. Apple has positioned itself to be a pioneer in the laptops, iphones, and ipads.So apple has much strength which are listed below:• Strong brand image• Exclusive retail stores• Most focus on R&D• Genius management • High customer loyalty• High stock price in technological industry• Overall top brand in the worldWeaknesses• Decision to restrict iphone to a single operator was unpopular in several markets of world.• Less product line• Only offered touch screen gadgets.• Only supports Apple Mac utilities. • Battery problemOpportunities• More international expansion like Asian countries.• Constant growth in technological products• Good relationship through joint venture with other big brands.Threats• Competition in technology with other Pc industry giants like Hp, Dell, Lenovo and other mobile industry like Samsung, Htc, Blackberry. • Expensive products as compare to its competitors.• Recession can hit apple’s overall sales.RecommendationsApple is associated with products that appeal to the emotions and lifestyle of consumers. Likewise, the brand is also associated with Innovation, simplicity, excellent customer service, and unique customer experiences. • However, on the other hand, Apple’s brand is also associated to a poor or lack of corporate social responsibility. Compared to its competitors like, Microsoft donates an estimate of $400 million yearly to various organizations. This is the same for IBM, which shells out around $150 million to schools and non-profit organizations. So apple should also do this activity As a result, we will that this will improve the Apple brand considerably and quash all associations of the brand as not being corporate socially responsible. In return, brand equity will be built, and customer goodwill and perception of the brand will also be strengthened. • To deliver the desired brand positioning, we recommend that Apple should continue to implement its “I am a Mac, I am a PC” ad campaign because this marketing program states the benefits of using an Apple product rather than those of its competitors in a very simple, yet entertaining manner.• They also should design such ads those are interesting and which may remember in customer mind for a long time. • They should continue to use the Apple Store to give customers the ultimate shopping experience. For instance, Apple must not stop giving consumers the opportunity to feel, touch, and use sample Apple products that are displayed in all Apple stores. • Apple should also sponsor in sports events, Like: Cricket, Football, Olympics etc through which they communicate the huge population of different countries, it’s a great platform to keep in touch with the customers.