Brand Management Strategies: Analysing Apple Inc. Brand Equity

This report provides an overview of brand management, focusing on Apple Inc. as a case study. It discusses the development of different brands, the importance of branding as a marketing tool, and analyzes Apple's brand equity using Keller's Customer-Based Brand Equity (CBBE) model. The report further explores key components of a successful brand strategy for building and managing brand equity, including brand hierarchy and portfolio management. It examines various strategies and models for each aspect, highlighting the significance of branding in achieving business success and sustained brand growth over time. The analysis emphasizes Apple's ability to cultivate a superior brand image and customer loyalty, contributing to its competitive advantage in the global market.