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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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1. Mac Branding Database
   

   Mac Branding Database. MAC Branding In 2004, Apple sold 807,000 iPods, surpassing
   for the first time the number of Macintosh computers it sold (749,000). ...

2. Apple Marketing Stratgy
   

   ... months from February to May, 2005)(Mac News World ... Retrieved January 14, 2006, from
   High Beam Research database. ... Competitive Branding Strategies CEO Refresher. ...

3. Microsoft .Net Case
   

   ... The re-branding effort is also part clarifying ... Improved Database Connectivity – Active
   Data Object (ADO ... environments (Unix, Linux, Windows, Mac, etc.) J2EE is ...

4. Online Greeting &Amp; Wedding Cards
   

   ... will be dealing with product branding through online ... Web Server Database Server Hardware
   Dell(TM) PowerEdge(TM ... Integrated WIFI Compliant wireless LAN Mac Pro: i ...

5. Lester Electronics Benchmarking
   

   ... with the appearance of MS Office on Mac PCs. ... Yorkshire Global Company and continued
   the co-branding idea with ... Retrieved July 15, 2007, from EBSCOhost database. ...