Global Brand Management – Apple Inc.
An introduction which presents the global brand you selected and briefly describes the
background about this brand including its brand vision/mission, and performance. (About 500
words)
2. A brand inventory, which includes a critical analysis of (1) brand positioning (2) brand
identity and (3) brand elements.
Consideration needs to be given to its global brand strategy. What is the supporting marketing
programme for this brand? Who are the target audiences? Are they different by country or the
same?
Profiling one competitive brand to determine points-of-parity (POP) and points-of-difference
(POD). (About 1500 words)
3. A brand exploratory, which consists of a critical analysis of consumer-based brand
equity.
What is the awareness and usage characterising this brand? What are the imagery
and feelings associated with this brand? Keeping in mind the Country of Origin (COO) for
your selected brand, choose one other country and compare / contrast consumers’
knowledge towards this brand (About 1000 words)
4. Development of globally relevant managerial recommendations on how to develop the
brand in the long-term. Based on your previous analysis in the brand inventory and brand
exploratory sections, what opportunities can you identify for the brand? (About 500 words)
5. A bibliography which includes all the references that you used to carry out your brand
audit in Harvard format. (Not included in the word count)
