Analysis of value, image and positioning of a brand

Seminar paper from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1- (A-), University of Bedfordshire, language: English, abstract: Apple is a strong brand that stands for high prices and stylish technological products. Its core values, innovative easy to use, different and stylish in design contributes to the image of the brand: innovative but managable products for people who think different"e;. Apple created an army of Apple evangelists"e; because of its strong and lasting brand values (Kotler et al., 2009, p.443). Despite this strength and effectiveness the brand faces also weaknesses. For example Steve Jobs is a main contributor to the brand's success - but an unsecure assets (as he could leave the company again - on purpuse or not).