Apple Inc vs Microsoft Essay examples

4580 Words Feb 27th, 2011 19 Pages
Table of Contents Page

Introduction 2

Apple, Inc Overview 3

Apple’s Branding Strategy 4

Apple’s Brand Equity 5

Microsoft’s Marketing Strategy 6

Microsoft’s Branding Strategy/Equity 8

Apple vs. Microsoft Operating systems 9

Advertising Campaigns 10

Effectiveness/Conclusion 13

Appendix A 16

Apple Balance Sheet 17

References 18


The psychological perception of a company is a very important aspect, often overlooked by marketing analysts. This concept reveals the company’s perception in regards to how the consumers view its reputation in the marketplace. Microsoft was perceived as old and stagnant in the last ten
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Apple's product strategy is to create innovative products and services aligned with a "digital hub" strategy, whereby Apple Macintosh computer products function as the digital hub for digital devices, including the Apple iPod, personal digital assistants, cellular phones, digital video and still cameras, and other electronic devices ("Apple," 2008). Apple has a branding strategy that focuses on the emotions. The brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. The Apple brand personality is also about simplicity and the removal of complexity from people's lives; people-driven product design; and about being a humanistic company with a heartfelt connection with its customers.

Apple’s Brand Equity

The Apple brand is not just intimate with its customers, it's loved, and there is a real sense of community among users of its main product lines. The brand equity and customer franchise, which Apple embodies, is extremely strong. The preference for Apple products amongst the "Mac

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