In this article we use Apple to illustrate how Blueprint assesses Brand Value. We use the Blueprint Brand Value Score to evaluate Apple's intangible asset - Brand Value - and by doing so, break its Brand Value down into clear, measurable elements.
The value of the Apple brand can be seen in its US$2.9 trillion market capitalization (as of Jan 11 2024), and its FY’23 US$383.3b revenue. One can argue that Apple’s success is attributable solely to the amount of money spent on marketing. Apple keeps tight-lipped about its marketing budget but it is thought that it spends anywhere from US$1-10bn in marketing each year. Even at US$10b, this represents only 2.6% of its FY’23 revenue.
Apple's success is not simply based on inundating its users with ads and retail stores. Without products worth buying, Apple would simply not be the tech giant it is today. So what is it about Apple that makes the brand so valuable in the eyes of the consumer?
Apple scores an impressive 98% on the Blueprint Brand Value score, scoring >90% across all Brand Value elements of Product-Human Need Fit, Trust and Credibility, “represents me”, emotional affinity and consumer engagement.
Product-Human Need Fit: 98%
Apple is often recognized as a design-focused company due to their emphasis on the user experience and customer needs in the development of their products. Their dedication to consumers is evident in the quality, design, and usability of Apple products. Apple’s ad campaigns highlight specific features that appeal to different demographics of consumers - the “Shot on iPhone '' campaign appeals to the avid photographer and videographer, while to appeal to gamers, Apple focuses on talking about the Bionic A17 chip. It is clear Apple understands the different segments of consumers and what their needs are.
Trust and Credibility: 100%
If we look back on what Apple has done, it is safe to say that Apple delivers experiences, products and innovations that do not simply meet expectations but over-delivers. Its products and technology help simplify, organize and enhance productivity in a way that is intuitive, simple and clean. An Apple experience, be it in-store or even unboxing a product is uplifting, anticipatory and fun - in short, it goes beyond what one would expect/is used to. Through all its different touchpoints, Apple focuses on delivering experiences that enhance the consumer’s daily life, earning it a perfect score in Trust and Credibility.
Emotional Affinity: 92%
Apple demonstrates strong emotional affinity with its consumers. This is evident in their marketing campaigns such as “Silhouettes” that introduced the iPod, or the “Get a Mac” campaign which utilised 2 actors, one portraying a PC user, the other a Mac user. Apple’s ability to simplify its messaging, attract and appeal to its consumers using humour while reminding them to express their own creativity and individuality, deeply resonates with consumers and fosters deep emotional attachment.
Consumer/Community Engagement: 95%
Apple’s annual WWDC (Worldwide Developer Conference) event and even its in-store Genius Bar demonstrate the company’s focus on Consumer/Community engagement. The WWDC event is historically where Apple shares its latest software updates and new product launches. Targeted at Apple’s app developers, the WWDC event fosters a sense of community among one of its most important customers. The Genius Bar is also another disruptive tactic. By putting tech support and customer service front and center, it enables in-person connections with Apple’s consumers and delivers a superior customer service experience. It is clear that what enables Apple to score so highly on Consumer and Community engagement is its focus on experiences across all touchpoints.
“Represents Me”: 99%
Apple’s high score in this category reflects a strong understanding of its consumers and what matters to them. This score indicates how well a consumer feels Apple as a brand aligns with their values and how well Apple’s identity reflects theirs. Apple’s efforts towards its sustainability initiatives - net zero by 2030 - reflects the current consumer focus on sustainability. Its 2023 Mother Nature status report turns a historically dry and data-packed internal report into an easy-to-understand, engaging ‘commercial’. Consumers are more likely to stay loyal to Brands that feel like an extension of their identity, personality and values - they want to be consumers of what that “represents them” best.
It is clear that Apple’s success is not solely rooted in its cutting-edge technology or the minimalist aesthetic; its inherent Brand Value, represented through elements of emotional affinity, trust & credibility and product-human need fit, come from its relentless pursuit of excellence in innovation, a clear understanding of simplicity, obsessive attention to detail and a deep focus on its customer.