Introduction Brand Audit Brand audi

Introduction Brand Audit
Brand audit is concerned with the behavioral and psychological nature of brand equity, and it will be discussed in terms of strength of a brand’s equity and its nature. So simply it is the examination of brand’s current position in industry compared to its competitors and the examination of its effectiveness, brand’s strategy, positioning, market position, consumer views, pops and pods etc.

Objective and scope of the audit
Brand perceptions often create a complex and elusive picture, but it’s crucial that you determine how your various audiences view your brand. The brand which we have taken is Apple, the main objective of this audit is to show that where the brand is currently stand. After the audit will be done we also come to know that whether the share of brand in market is increasing, decreasing or stable. It will also show that what are the strengths, weaknesses and opportunities for this brand, how much people know and like the brand. So after audit we can come to know about the overall market position of the Brand.

Brand audit Apple Inc & its history
The brand which we have taken is Apple, currently the top brand of the world. The point which is intriguing is that how Apple has maintained its equity worldwide. The innovative products of apple have enabled the company to be a global brand worldwide. Apple Computer, Inc., is a multinational corporation that creates consumer electronics, personal computers, computer software, and commercial servers, and is a digital distributor of media content. Apple's core product lines are the, I phone, I pad tablet pc, and I pod portable media players and Macintosh computer line. The founders are Steve jobs and Steve wozniak which created Apple Inc on 1st April 1976. Initially, Apple has just produced the personal computers for almost two decades. With the introduction of the successful iPod music player in 2001 and iTunes Music Store in 2003, Apple established itself as a leader in the consumer electronics and media sales industries, leading it to drop "Computer" from the company's name in 2007. The company is now also known for its iOS range of smart phone, media player, and tablet computer products that began with the iPhone, followed by the iPod Touch and then iPad. As of 2012, Apple is the largest publicly traded corporation in the world by market capitalization, with an estimated value of US$626 billion as of September 2012. Apple Inc's market cap is larger than that of Google and Microsoft combined. Apple's worldwide annual revenue in 2010 totaled US$65 billion, growing to US$127.8 billion in 2011 and $156 billion in 2012.