Steve Jobs Brand Analysis

Brand story: summary Introduction

Background history
Apple under the vision ship of Steve Jobs established itself as a brand on April 1st 1976. Steve Wozniak and Ronald Wayne also contributed towards Brand by selling Apple computer kit initially. The brand was divided among these three owners in ratio of 45% share of company with jobs, 45% with Wozniak and remaining 10% with Wayne. Apple witnessed mixture of its young and mature leadership in which jobs and Wozniak were youth and Wayne fell under older age as compared with the rest two. But this mixture failed to prove worth working and at last Wayne sold its 10 % to jobs and Wozniak.
The amount by which the Brand’s 10 % was sold at that time was just 800$. This is considered

Hardware
2. Software

Hardware:
Hardware category composed of personal computers in the form of Macintosh, air-books (laptops), iphones, gadgets like personal digital assistants, and other accessories prepared by apple like earphones, displays, chips etc.
Software:
Software category has apple softwares like IOS operating system for Macintosh, iphones and other gadgets. It also includes applications and its operating software like I-tunes.

In the picture shown above the data of revenue of apple per category is taken from Dec 2006 to September 2012. In this picture Hardware category posses product like ipods, music products, ipads, and iphones while software category is showing much higer revenues as compared with hardware.

Product mix of brand:
Apple posses following brand mix in its product portfolio:
1. Macintosh computers
2. I phones
3. I pad
4. I pod
5. Software (itunes, operating systems etc)

Product line of brand:
Product line depth:

Product line width:

Market

The brand need to expand in new markets for its future growth and in order to get rid of maturity stage from the major brand contribution that is coming from USA alone.

Brand spectrum:
Brand spectrum of apple brand is build up here by the help of a choosing Smartphone category in USA market. If we analyze this situation then according to porter, we have following 5 forces model:

High end Low end

Product competitive analysis:
Apple share following competetors in the industry:
1. Samsung
2. Google
3. Microsoft
4. Dell
5. Blackberry

(Apple brand audit report, 2012)
Consumer segmentation:
Consumer segmentation fall under the marketing approaches which consist of three steps. It is itself a part of these three steps as shown in the figure below:

Value chain