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Strategy

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SCHOOL OF MANAGEMENT

Brand Image of Apple Inc.

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BSc in Business and Management Studies [Marketing]

TABLE OF CONTENTS[pic]

Page
ACKNOWLEDGEMENT

Executive Summary

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Chapter 1: Introduction

1.1 Industry Summary 6 1.2 Company Profile 6 1.3 Brand Personality and Strategy 7 1.4 Line of Flagship Products 8

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Chapter 2: Literature Review and Theoretical Framework

2.1 Literature Review 9

2.2 Corporate Marketing v/s Product Marketing 2.2.1 Corporate Marketing 11 2.2.2 Product Marketing 13

2.3 Definition and Importance of Corporate Image, Reputation & Brand 2.3.1 Corporate Image 14 2.3.2 Corporate Brand 15 2.3.3 Corporate Reputation 15

2.4 Impact of Exogenous Factors on Corporate Image 2.4.1 Effect of Country-of-origin (COO) on Corporate Image 16 2.4.2 Cultural and social influences to Country-of-origin (COO) 17

2.5 Importance of Corporate Communication 2.5.1 Total Corporate Communication Mix 18 2.5.2 Corporate Communication Wheel 19

2.6 Consumer Behavior 2.6.1 Maslow’s Hierarchy of needs 20 2.6.2 Consumer Buying Decision Process 21 2.6.3 Influence of Reference Groups 22 2.6.4 Family Influence on Consumer Behavior 23 2.6.5 Cultural Influence on Consumer Behavior 23

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Chapter 3: Research methodology

3.1 Research Objectives 24 3.2 Methods of Data Collection 24 3.3 Sample Size 25 3.4 Tools of Analysis 25

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Chapter 4: Situation Analysis of Apple Inc

4.1 Internal Analysis 4.1.1

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