Apple Branding Strategy and Marketing Case Study

Analysis and examples of Apple’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.

Apple brand logo

Brand Overview

Category

  • Electronics
  • Entertainment & Media

Business Type

Physical Products & Software Service

Customers

Target Customer

Premium Technology Users

Primary Need (Job To Be Done)

Use technology that provides simplicity and style

Brand Visual Identity & Content

Primary Brand Colors

[

#000000

[

#ffffff

Brand Typefaces

  • SF Pro Display
  • SF Pro Text

Hero Content

Apple hero image

Hero Content Type

Photo

Content Features People

No

Brand Messaging

Key Messages

Headline
iPhone 12
 
Subheadline
Blast past fast. From $29/12/mo. for 24 mo. or $699 before trade-in. Buy directly from Apple with special carrier offers.
 
CTA
Learn More

Benefit or Feature Focus

Feature

Tone of Voice

Keywords
Matter-of-fact, Informative, Friendly
 
Dimensions
Funny <> (+1) Serious
Casual (+1) <> Formal
Irreverent <> (+2) Respectful
Enthusiastic <> (+1) Matter of Fact

Aspirational

Self-Actualization

Element of Value Self-Actualization

Emotional

Design & Aesthetics

Element of Value Design & Aesthetics

Functional

Quality

Element of Value Quality

Simplifies

Element of Value Simplifies

Integrates

Element of Value Integrates

Brand Benefits

Benefit #1

Technology that prioritizes ease-of-use above all else

Benefit #2

Modern, stylish, design that satisfies a desire for premium quality and aesthetics

Benefit #3

Seamless connection across a family of devices to better integrate into day-to-day life

Competition

Key Competitors

Google, Microsoft, Samsung, Amazon, Dell, HP

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