MAC Branding

In 2004, Apple sold 807,000 iPods, surpassing for the first time the number of Macintosh computers it sold (749,000). What is Mac’s brand strategy since then?
MAC sales increased dramatically since 2004 . In 2004, Apple's overall PC business was growing more slowly than that of its Microsoft- and Intel-based competitors .





According to Leander Kahney , if Mac users are so loyal, it is due to the brand. The current CEO, Steve Jobs, spent $100 million marketing the iMac, which was a run-away hit. Apple continues to spend lots of money on high-profile ads like the "Switch" campaign.
Marketer Marc Gobe, author of Emotional Branding, said Apple's brand is the key to its survival. Apple is the archetypal emotional brand. It's not just intimate with its customers; it is loved. "It's like having a good friend," Gobe said. For example, Apple's flat-screen iMac, was marketed as though it were created personally by Steve Jobs and Jonathan Ive, not by factory......

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Title: Mac Branding Database
Approximate Word Count: 645
Approximate Pages: 3 (250 words per double-spaced page)

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