Apple's Brand Strategy and Value

The provided document is an analysis of Apple's brand hierarchy and value. It explores various concepts such as corporate marketing, brand management, co-creation, and customer engagement in online brand communities. The document also references several academic papers and articles on these topics. A suitable illustration is provided to visualize the House of Brands: APPLE. This assignment can be used by students studying business, marketing, or related fields.

BRAND MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
Introduction............................................................................................................................5
Main body...............................................................................................................................5
Conclusion..............................................................................................................................7
TASK 2 ...........................................................................................................................................7
1. Brand portfolio strategy......................................................................................................7
2. The illustration of hierarchy management of brands within the context of Apple.............8
3. Strategies to maximise brand equity.................................................................................10
Boston Matrix Analysis...................................................................................................10
TASK 3..........................................................................................................................................11
1.) Strengths of Brand That can Be Leveraged....................................................................11
2. Weakness of brand leverage.............................................................................................12
3.) Collaborative and Partnership Agreements.....................................................................13
TASK 4..........................................................................................................................................14
I.) Brand Value.....................................................................................................................14
II.) Brand Awareness............................................................................................................15
III.) Market Share.................................................................................................................16
IV. Consumer Attitude.........................................................................................................17
V. Purchasing Intent.............................................................................................................17
CONCLUSION..............................................................................................................................18

REFERENCES..............................................................................................................................19
INTRODUCTION
Today, a brand plays important role to sell any services and products for an organisation.
It is the brand that creates the value of an organisation within its consumer base and reflects its
overall image. Brand management refers to an activity that supervises the promotion of a
particular brand that provide various products and services. The task 1 of report will evaluate
article on Brand is power on the basis of brand extension crisis, equity, etc. Along with it, it
explains the importance of brand and brand management and how Apple Inc. creates various
brand strategies in managing and building a brand. The different strategies of portfolio
management, brand hierarchy and its equity management as well. The evaluation of how brands
of Apple Inc. are managed at domestic and global level collaboratively. The different types and
techniques used in measuring a brands value etc. At last, the report will conclude with explaining
the importance of branding in an organisation and how it manages to create an impact of its
brand worldwide.

TASK 1

Introduction
The identification of a symbol, logo, mark, name, sentence or a word that a company uses to
distinguish its products from others firms is known as a brand. Its identity is created by utilizing
one or more of these elements and the legal protection given to its name is known as trademark.
The total value of the brand in terms of a separate asset is refers as brand equity whch
comprise commercial value of brand which comes from perception of consumers. The brands'
relationship with its customers is a result of the aggregate of the liabilities and assets attached to
its name. Its equity is often reflected in ways the brand's customers tend to feel, see and act
towards it. Also, the impact of this asset which is intangible can also be seen in the financial
books in terms of market prices, shares, demands and profitability as well.
(Anderson and Narus, 2014)
The stages' Optimum Impressions limited will use in creating a successful brochure
focused on brand is power are:
Determining its target audience, defining its (Brands) mission, Competition research, creating
valued propositions, Determining its guidelines, Marketing.
In the creation of a brand equity marketing tends to play an important role. The marketing team
of firm incorporates various programmes which are related to its prices, products and various
distribution channels. These programmes are essential to create an image of the brand and
building its awareness. This is done with the help of marketing communications in forms of
promotion, advertising, etc. Marketing is essential for brand equity as it aim at creating
awareness about the brand and its services. Marketing communication play a vital role in
developing customer relationships as well.
Main body
Different organisations use different strategies to strengthen its brand equity. For “Brand
is power” the organisation is going to choose different strategies to gain strength in its equity
towards its brands. The below mentioned strategies explore the various means in which a
company successfully gains the best results out of these strategies and the guidelines they used.
The model of Aaker views the equity of brand as a set of five different categories of the
assets of brands and its liabilities which are linked to a brand that subtracts or adds from the
provided value of a service or a product of a company. The five categories of Aaker's Model of

Brand Equity include:
The loyalty of brand is its currency as well, as defined by the Aaker. A higher loyalty
towards its previous products helps an organisation to reduce its marketing costs during its
product. It is said that loyalty cannot be gained or achieved overnight from competition and
therefore it provides the time to an organisation to respond to the moves made by its
competitors.
Brand awareness for an organisation acts as a starting point in building brands equity,
there are other parameters as well which comes next. The awareness of a product in an
organisation helps the company to get its brands product into consideration when these
costumers plans their purchases.
The perception to the previous products made by an organisation in provides a company
an extra edge over the product’s actual features. For example, in its previous cars, Ferrari
provided its customers with best of the services and high-quality features which in other brands
were missing. This made the high-end consumers from worldwide choose Ferrari instead of
other cars and created a perception that made them buy the cars of the company the very next
time they went for a purchase of similar products and services. (Anderson and Weitz, 2015)
Brand association plays an important role in creating its importance in the minds of its
consumers. The extents in which it contributes to buying process, brand differentiation, creating
feelings and attitudes towards it are the types of associations that the brands manage to come
across in its product launches. Along with it, the organisations good associations keep it
satisfying in terms of growth. For example, the customers of Marks and Spencer are its human
assets that the company has managed to increase from time to time and with good reputation its
best quality products. A good brand association will keep them in favour of the organisation for
a long term.
The other proprietary assets include patents, various trademarks and channel
relationships as well that helps the organisation to gain its brand importance within the given
circumstances. These assets tend to increase the availability of the products sold by the
company. (Anderson and Coughlan, 2014)
The above stated factors explains the usage of Aaker's brand equity model in an
organisation to strengthen its market equity shares during the launch of their brands products.
The steps of model suggest importance of brand and effectiveness of marketing brochure of

firm over Brand is power because it reflects interest and perception of buyers towards firm and
its brand.
Conclusion
Branding is an important tool for marketing. Branding can be seen as creating consumer
preferences for the services or products sold by the company which makes it easy for the
marketing department of an organisation such as Optimum Impressions to understand what their
consumers wants and needs are. Branding helps in generating increased revenues and market
shares, when the organisation does extensive marketing or branding of products the overall
organisation revenues and market shares increases. This is where it can be seen as an effective
tool for the marketing department where branding is fulfilling Optimum Impressions
organisational goals. Along with it, it helps the company in surviving temporary crises,
expanding the overall organisations worth, keeping the new competition away, increasing its
employee productivity etc. The organisation will see attracting new investors which follows the
brands that are strong and have a good target audience. These factors showcase the importance
of branding as a marketing tool and how the company's marketing team makes the best use of it.
TASK 2
1. Brand portfolio strategy
Apple Inc. brand portfolio strategy while launching its I phone considered factors such
whether the company should introduce phase out brands such as other segments of the phone
which provides fewer features and are sold in minimum prices. Also, extending the brand into
another product category in which the company can provide its customers with phones with large
or small screen feature under the same name. At nearly $146 billion, Apple, Inc., has been
named the world's most valuable portfolio by Brand Finance for the second year in a row.
Apple Inc. while launching its I phone considered the below mentioned factors to create its
brand portfolio strategy:
Rebalancing – Rebalancing is used by apple to realign the weightings of their asset’s
portfolio. Along with it, I phone development of Apple focuses on overcoming weaknesses and
gab opportunities by managing innovation and transformation in brand like 2G to 3G. The

growth of brand depicts rebalancing brand portfolio strategy of firm. The process of rebalancing
involves selling or buying of assets periodically in the organisation's portfolio to in order to
maintaining the original desired asset allocation level. The helps the organisation to look for
better options in managing the company's environment and build new strategies to promote its
brands. Along with-it organisation tends to developing and explore new resources and
approaches to achieve its organisational goals and objectives.
Premium Pricing – The approach of premium pricing helps the apple to keep up with its
market value. The products of apple are devoted towards providing best services to its consumers
and along with the company charges premium prices from its customers. Apple has always used
this strategy to attract consumers with high-end markets allowing them to make use of the best
services provided by it.
Sequential product management – The company's product strategy needs to be clear in
order to achieve sequential product management. Sequential product management is another
brand portfolio strategy of Apple which allows creating products in sequence of the phones. The
strategy is focused on digital advancement and on meeting expectation of buyers according to
changing market trends. . Such as launching the segments of I phone, that is 2G 3G, 4, 5 5S and
so on. . Along with it, the company tend to deliver the best of the services in order to achieve the
organisational goals and objectives. (Constantine and Manto, 2016)
The above-mentioned points explain the factors considered by Apple while creating its brand
portfolio strategy, during the launch of I phone.
2. The illustration of hierarchy management of brands within the context of Apple
Brand hierarchy refers as a means to summarize the strategy of branding with the display
of the nature and number of distinctive and common elements of brands across the firm products.
The brand hierarchy with portfolio of Apple is based on the products which the
organisation serves in the market and what products are most dominant and leads towards the
organisational goal. As per the standard hierarchy Apple's products such as its I phone is more
dominating than any of its other brands such as Mac book, Apple watches, etc. (Joachim
and Tim, 2015)
The brand hierarchy of I phone the core brand of Apple is given below:
I phone The company released its first I phone in 2007. The phone was launched in
multi-screen with digital key board

I phone 3G Launched in 2008, it was completely redesigned and supported 3G networks.
I phone 4
I phone 5
I phone 6
I phone 7
It was launched in 2010, redesigned and it included glass body and retina display
I phone 5 was launch in 2012, the company included new 30 pin charging port
and provided LTE support.
This time Apple brought a new phablet in its phone models with a big screen and
supported Apple pay.
Launched in 2017, the company provided its customers with new camera quality
and better screens.
I phone X Company launched the 8 and X models along. They provided their customers
with waterproof displays and better models.
Illustration 1: Apple Brand Hierarchy
(Source: How the iPhone 6 may be the start of apple's 'Back to Music' strategy, 2014)

Hierarchy management of Brand
There are two main models which are used to manage and organize brand portfolio.
These are house of brands or branded houses.
Branded House
It is one of the most common forms of brand portfolio. Apple when marketing itself as a
branded house expresses value proposition in unified and a single voice. In this strategy the
master brand structure is characterised by only one and single brand name where individual
products are aligned under the corporate entity. Here, the organisation itself is the brand and the
umbrella brands or brands are the products marketed by using the name of a brand name that
holds the parentage of all these brands. Apple uses this strategy in the organisation. For
example: Its products and services such as I phone, I music, I cloud, I watch, I pad etc. are its
line extensions and are known as the parent brand name.
Advantages
 Its advantage include competition and confusion are avoided from keeping every
marketing strategy, budget, offering under the same brand.
 The brand does not require a lot of promotion as a single promotion strategy tend to make
each of the brand successful.
Disadvantages
 A bad reputation gained by the single product can make the overall brand suffer.

(Source: Branded House or House of Brands, 2016)
House of Brands
This strategy is complete opposite from the Branded house. At this place sub-brands are
promoted or featured rather than corporate brands of Apple itself. The hierarchy occurring within
the company are more complex and an amalgamation of different products or services. There is
no need to create any leverage or awareness from the parent brand name. Apple is known for the
house of brand as they have introduced a line of product which is known by an individual name
of the brand and a single product line. For example: I phone, I pad. I watch are marketed by
Apple itself and holds the brands own identity. The products are marketed and sold understand
house of brands and the profits gained are earned by same entity.
 Advantages
The advantage provided by House of Brands to apple is that it provides it an ability of each sub
brand in order to define target audience in a much wider demographic range.
 Disadvantage
 It is very costly in House of Brands to implement, develop and operate many products
and service line and implement a successful marketing strategy.
3. Strategies to maximise brand equity
Apple strategy to maximizing brand equity. The brand pyramid of Apple aims at:
Illustration 2: House of Brands : APPLE

Brand essence: The company tends to increase its brand essence and value to increase the
organisation overall importance worldwide. Also, the phone developers believe in providing the
best quality products to its consumers. This helps the organisation to improve its quality from
time to time and creating a brand that deal with brand's satisfaction among its consumers.
Brand personality: Brand personality tends to provide better reputation and better
appearance of the overall brands. It increases the brand appeal and the product's identity within
its consumers sense. Also, improving its services from time to time in its products are make the
consumers of apple satisfied and happy.
Brand Values: The organisation tends to increase its brand value with the help of efficient
management and techniques. An increased brand value makes the consumer understand the
brand's importance and along with the products and services that it sells (Cleopatra
and Francisco, 2017).
Consumer benefits: Apple tends to provide consumer benefits in order to increase its
brand equity. The organisation provides its consumers with various benefits such as discounts,
offers, vouchers etc. which makes the organisation achieve good consumer satisfaction. Prices of
I phone decreases with new launch of product within same brand. It is the strategy of
maximizing brand equity and assist the firm in managing benefits to buyers.
Brand vision: Brand vision allows the company to set a vision of its products and services.
Apple used visions to make its consumer market reach and tries to understand the variety of
needs of its consumers. It makes the apple to set a number of goals and objectives along with
achieving them (Wai Jin Thomas, Aaron and Phyla, 2017). Such as Apple while determining its
brand vision for new I phone have created visions such as to reach high-end consumers with the
help of social media and other channels. To lead in product values by providing the best phone to
its consumers.
Boston Matrix Analysis
The Boston Matrix classifies different products of business units in 4 different categories such as
Stars, Cash Cows, Dogs and Question Mark. These classifications are based on industry's growth
rate and its market share of a business, which are relative to its largest present competitor. Below
mentioned is the BCG matrix of Apple Inc.

Cash Cows: The products which are in low growth markets with high market share are
come under cash cows. There are two products of Apple which fall under this category Apple
iTunes and Apple Mac Book and iMac's.
Stars: The Star products are those products which arrive in high growth market with a
high market share. These products have a potential to grow in the future. The iPhone of Apple
Inc. come under the star category. Every time the company with its new iPhone launch set new
sale records.
Question Mark: This category of products are the one with high growth markets with a
low market share. These products can become both revenue generating or a loss making machine
for the company(Marc Logman, 2016). Apple TV is the product that come under the category of
question mark in Apple.
Dogs: These products are perceived to have a good potential to grow but fails to create
magic due to a market growth that is slow. The iPods of apple arrive under this category as they
were considered as the next big thing but failed to create a necessary impact.
The above mentioned BCG matrix explains the Dogs, Cash Cows, Stars, and Question Marks of
Apple Inc.
TASK 3
1.) Strengths of Brand That can Be Leveraged
Brand Leveraging refers to, adoption of such strategy, in which the complete focus is laid
on the use of power by a company so that, it can enter in the completely new but, a related
product category. Brand Extension refers to the expansion of brand by using the name of already
established brand with the motive of launching the new products in the market. Apple i-phone is
a very renowned brand in the fields of IT sector and is continuously launching new products by
identifying and recognising the needs and demands of consumers. Its target consumers are those

who are very much passionate and interested towards the launching of new gadgets in the
industry or the gadget lovers (Dessart, L., Veloutsou, C. and Morgan-Thomas, A, 2015). On the
other hand, Apple i-phones are using the strategy of Brand Leverage with the objective of
entering in the category of new product segments. The organisation is using the emotions of
leverage in the respect of building up identity of its brand.
Strengths of brand leverage are as follows: -
1. Product Development: - Apple i-phones are such products that are meeting the consumer
needs like some of them are handy and digital equipped while some of them are for
leisure puros and some are for business purpose.. Launching of enhanced features in
camera with the launch of every new product in market is helping the organisation in
leveraging its brands.
2. Design and Utility; - The products designed by Apple i.e. i-phone are completely sleek
and lightweight as compared to that of other brands. The organisation is giving its
customers the value for money that they are spending on buying this unique handset by
launching the product with more slim size and working on improving the ios (software).
3. Marketing Strategy: - Apple i-phones have captured a bigger market by offering the
customers completely updated products with premium quality and attractive brand pro
motioning tools. Especially, i - phone users had been insisted and forced by themselves
for using the completely updated feature launched by Apple in the market. Apple is
focusing on keeping uniqueness in its products.
2. Weakness of brand leverage
Apple I phone also have some weakness that are required to be given proper direction or
to be converted in strength. The weakness of the organisation is as follows: -
1. Very proprietary and controlling: - The organisation is not opening up the
operating system of Apple i- phones to any outsiders for developing the hardware
products and to work with it. It has restricted the sales of hardware by keeping it with
itself. While it's keeping the controlling of designing within and inside the
organisation and that too up to the standards. Now, adopting of this step has somehow
hurt or affected its designing of hardware especially in the segment of computers. The
market share of i-phones is relatively low as compared to that of other brands or the

competitors. Apple is having complete rights and power over the products that are
sold buy it.
2. Use of excess internet data: -. I-phones consumes excessive internet data due to
which a lot of time of users internet pack is wasted in surfing and texting to the
family members and the peer group members. So, excess use of internet data by apple
is another major weakness of Apple.
Suggestions for Improvement
The organisation can improve its weakness by working on these points. Apple can
expand its network reach to various other networks that are available for the sharing of data and
useful information. Here, Apple, can make its entry to the new and emerging markets by entering
where it can have significant growth in its sale revenue.
3.) Collaborative and Partnership Agreements
Apple is having collaborations and partnerships with many multinational organisations.
Following are the collaborations that Apple is having with various firms.
 Apple and Samsung: - Now, Samsung is going to make $110 for every i-phone that will
be sold by Apple to its customers all around the world. All the accessories and the
software like: - OLED display; NAND Flash; and DRAM Chips that are being installed
in the mobile's and laptops given to the Apple Inc. Only and only Samsung is the only
organisation which is capable of making such products in IT industry for Apple. So, it
clearly reflects the partnerships of both the firms.
 Apple and Accenture: - Accenture is the organisation, which is making the iOS,
(operating System for Apple). It is a very renowned and recognised brand in the IT
industry for the digital transformation with simplicity. It works on the security feature of
iOS with the objective of supporting series of I phones and its security. . Accenture has
created a benchmark in the iOS within its digital studio. Apple is taking such service
from Accenture so that, the customer experience can be improved and focus could be laid
on enhancing the productivity and reduction of cost. By doing this, Apple is focusing on
improvising its customer experience and capturing of the large market share in IT sector.
 Apple And Cisco: - Both are the top multinational companies that are working and
offering the best services to the consumers. Apple is creating such devices in which the
customers are using the networks of Cisco. Cisco is focusing on providing its services in

the field of operating systems like: - iOS; mac OS and latest and updated technology so
that the customers can easily operate the devices and can get ease of connection with the
enterprise at everywhere.
So, this is the collaboration and partnerships of Apple with each and every organisation
in respect of providing the trending and latest software services to the consumers in IT sector.
Disadvantages
Below mentioned are the disadvantages of collaboration or partnership:
1. Collaboration or partnership sometimes lead to losses and profitability issues. This is
possible because of one-side effort made between both of the organisations. One sided
effort does not lead towards a successful partnership and its success as well. Apple and
the organisation which it is collaborating with both have to suffer when efforts are being
made from a single side only.
2. Loss of flexibility in working practices is another disadvantage of collaboration or
partnership. This can make the organisation face problems in creating an environment
where its employees are able to work in a flexible and comfortable manner. Collaboration
between two firms or organisations can make the overall organisational functioning and
operating suffer and might create confusion between the employees.
TASK 4
I.) Brand Value
Branding can be defined as a corporate strategy in the recent times. All the corporate
sectors are using different types of brand strategy with the objective of making their brand
familiar with the consumers. Apple is using such a brand strategy, that has taken place in the
heart or has grab the mind of customers. Brand Value of any product increases when there is a
proper brand management in respect of that product. It is the only thing that helps an
organisation in gaining the largest market share. Apple is such a brand that is having brand value
of $214 billion in the market. Apple has been listed in the top ten most valuable brands by
Forbes magazine. After Apple, on the sixth position, there is Samsung that is having a brand
value of $60 billion. (Balmer and Greyser, 2015)
The below image depicts the brand value of Apple in the year, 2018 as compared to the
other brands. Apple retains the top position as one of the most valuable and powerful company in

IT sector which is having an estimated worth of $214.5 billion. On the other hand, its
competitors Samsung; Google and others were on sixth and second position.
II.) Brand Awareness
Brand Awareness is second most crucial element that affects the reputation of the
company. Basically, brand awareness is the extent to which a renowned brand is recognized by
the potential customers and is promptly associated with the particular products and services that
are given by the company. Samsung, a very famous brand in tech-no world. In the year 2002,
planned to make an investment of 2.5 Crore in organising the road shows. Also, with the
intention of enhancing the market network in the retail sector by almost 40% Samsung is making
plans to maintain the relations with the dealers in the local market. Apple which is a very
renowned brand all over the world is having its global presence across the globe
(Baldus, Voorhees and Calantone, 2015). In the gulf countries, and in UK, London the brand is
very much popular in the respect of its products that are offered by targeting the elite customers
Illustration 3: Brand Value of Apple
(Source: Brand Value, 2018)

for the product. Samsung, started doing the market research and came to know the fact that, it
has achieved a remarkable success as the 95% of customer market was captured and it focusing
on increasing the awareness by 97% of this brand. For improving the brand awareness, Apple
can adopt the following strategies: -
1. Custom Hash Tag: - Apple i-phones can focus on creating the custom hash tag by
taking the help of its marketing and advertising expert.
2. By Participating In Or Sponsoring the Local events: - Apple i-phones take the
advantage of launching and promoting its products in the local markets of other
nations with the motive of improvising its global presence all around the world.
3. Maintaining Uniformity Across Social Media: - Although, Apple i-phones are
having its presence on the social media but, it should also try to bring some
improvement in it. By adopting some changes.
4. Use of Voice Feature: - The voice feature is such a feature that adds some sort of
uniqueness in the product by bringing this feature in use for the users it would be
helpful for the company itself, to get its publicity done easily.
5. Keeping the Products Simple and Unique: - The products of Apple are having the
speciality that, they are unique and special in itself. But, along with this, the company
focus on keeping its products very simple.
III.) Market Share
In respect of i-phones, Apple is leading the market in IT sector. In the year 2009 Apple
has been amongst the top 5 smartphone vendors in the world. With the decline of Nokia and
other market leaders at one point, Apple started grew rapidly and occupied a large share of
market in the industry. After that, Apple is consistently focusing on maintaining its position and
one of the closest competitors of Samsung. Sale of I- phones has consistently increased over the
last few years, that rise from almost 170 million units in 2014 that increased to almost 216
million units in the year 2017. (Gambetti and Graffigna,2015)
Apple iPhone users in the U.S. market are 80.4 million and Apple is having 46% of
market share. Apple in the field of smartphones have occupied a large market share. Not only
this the Apple has focused on selling the iPhone 6 and 6s and the performance of both these
smartphones have captured the largest market of Apple and the release of the smartphones
iPhone 8 and 8s have also contributed a lot on the performance of the market share of Apple.

IV. Consumer Attitude
The consumers buying the smartphones of Apple i-phones are having a completely
positive attitude. The behaviour of consumers and their review in respect of using the
smartphones of Apple i-phones is very positive. Actually, the consumer behaviour is the very
crucial and important part of marketing. If a company wants to be stable in the market and is
continuously making products in satisfying the needs and wants of consumer then, it will
definitely prove to be valuable for the company. The wheel of consumer analysis runs on the
following basis: - Affect and Cognition; Consumer Behaviour and Consumer Environment etc.
(Aaker and Joachimsthaler, 2015).
The affective system can be defined as the way an individual respond to the outside
stimuli. It completely depends on the moods and emotions of the customers. Cognition refers to
the insight that is obtained from the consumers. Samsung is one of the best and closest
competitors of Apple. It’s quite true that, Samsung is also offering products with updated
software to its consumers but, the consumers of Samsung are not happy by the score of, Samsung
devices are getting hanged within a short period. The consumer behaviours of potential buyers
are not concern with its premium price but are loyal and focus on innovation and designing. The
purchase decision of buyers depends of sequence and innovation in particular brand of apple.
V. Purchasing Intent
It basically refers to the probability that whether a consumer will buy a product or
service. To evaluate the purchasing intent the marketers uses predictive modelling to identify the
possibility of the future outcomes that are based on the data which is collected from any source.
The purchasing intent of Apple I phones can be easily determined because of its brand loyal
buyers regardless of prices and re designing in brands. As per a survey conducted by CNBC-
there were 6900 consumers and it was also found that 18% of the customers were interested in
purchasing the iPhone of Apple. By the score of, the products of Apple i-phones can be
purchased only by those consumers that are of elite class. The simple reason of this could be, the
company has targeted only such consumers who are completely sophisticated; belongs to the
elite class or the tech no lovers (Brodie and De, 2018). So, overall purchasing intent of the Apple
consumers is good.
Methods and Tools to measure elements

Survey: Survey is one of the effective techniques that is used to measure effectiveness
and efficiency of deployed awareness in the market. Surveys are taken by data collection,
questionnaire construction etc. The advantage of survey is that it provides a good understanding
of different channels that markets and consumers are going through. The disadvantage of survey
is that it takes a lot of time and effort and also take time in convincing people for the surveys.
Finance Based method: Finance based methods include methods of cost evaluating and
understanding of the overall organisation's finances. Finance methods include cast flow and
multiples based methods. These methods are easy and approachable to understand the overall
understanding and helps the organisation to develop required understanding. The advantage of
finance based methods include having a brief understanding of market cost and factors of cost.
Its disadvantages include a number of core aspects gets missed when the organisation uses
finance based methods. It only covers the costs evaluations etc.
Cost based method: Cost based refers to method which identify the costs and used
technique such as cost evaluation and a variety of cost comprehension developments. The
advantage of cost based methods include better understanding of an organisation's expenses and
units produced or sold, along with it, it provides a number of valued understandings and pricing
methods for the organisations. The disadvantage of cost based methods is that it requires a lot of
understanding of the market and requires a number of working personnel to achieve success.
Market based method: Market based methods refers to such methods which are better for
understanding and evaluating the occurring changes in the market. It is one of the best methods
that an organisation can make use of to eliminate core problem areas. These problem areas once
solved provides the organisation with a clear and sound understanding of the market in which it
is selling its products and services. The advantage of using market based methods that it
provides the organisation a brief understanding of various issues surrounding market and areas to
generate growth and success. The disadvantage includes it takes a lot of effort and time and also
required skill personnel to achieve desired results.
CONCLUSION
The project report concludes in the respect of leverage and the extension of products of
Apple Inc. in the US market. The assignment focusses on the managing techniques and efforts
that were made by the owner of Apple in building up its Brand Value and also in making it stable

in the market. Further, it refers to the portfolio of Apple and hierarchy of its brands that were
launched in the beginning to that are currently prevailing in the market. And finally, the report
summarizes the assignment by focusing on the measuring and managing of the brand value of
Apple.

REFERENCES
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distribution channels”, Journal of Marketing Research.1. pp.18‐34.
Anderson, J. C. and Narus, J. A. 2015. “A model of distributor firm and manufacturer firm
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Baldus, B.J., Voorhees, C. and Calantone, R. 2017. “Online brand community engagement: scale
development and validation”, Journal of Business Research. Vol. 68 No. 5, pp. 978-98
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