Brand Extension of Apple: A Marketing Analysis

Principle of marketing

Table of Content
 Background
 Brand value-
 Brand value of Apple
 Target market for new product
 Key trends & PESTEL ISSUE
 Apple brand extensions comparison with Bose
 Distinction from competitive products-
 Conclusion
 References

Background
Apple, a multinational technology and e-commerce firm headquartered in
U.S. Firm deals in electronics items, e-commerce, cloud computing, artificial
intelligence etc. It has many competitors such as Alibaba, E-Bay, Google etc.
It was founded by Steve Jobs ion 1976. It deals in many products such as
iphone, Apple watch, Apple TV, iPad etc. Company has been evolving with
change period of time & they operates at global scale. They too focuses on
brand extension due to rise of competition in market & due to this they have
large customer base as well as large product portfolio. Also, they have been
expanding their business at global scale due to rise of competition in market.

Brand value-
A brand value is defined as value of firm in market and in minds of
customers. It is essential to have brand value on basis of which it is easy to
carry out functions as well as operations of business. Furthermore, in
relevance of Amazon they have higher brand value in market all over the
world especially in U.S market with percentage of 49. Moreover, Apple
also sponsored many other organizations such as they have moved into
sports with FC Bayern Munich partnership. Through such sponsorship
events & program-mes they are able to enhance their brand value at higher
scale.