苹果公司的品牌传播分析.pdfVIP

Abstract Since the release of the first mobile phone from apple, the world seems to have changed. Peoples daily life, study, work is no longer as usual, many freshers want their parents to buy them the Apple ’s products, such as “iPhone、iPad、iMac”, without these three products, the freshers would be humiliated by others. Which is hard to understand. With so many consumers are addicted to Apple, I begin to ask about what makes Apple have so great charm? This paper to the Apple Corps practice as the starting point, using the case study method, try to discuss this issue at brand perspective. This paper first defines brand communication. According to the past for the brand research, brand will spread is the basic condition to determine, the dissemination study angle of view to recognize the brand, and put forward the concept of brand communication. In this paper, on the basis of marketing and communication theory, from the SWOT analysis of the Apple Corp brand communication. From the perspective of practice to the Apple Corp brand communication characteristics were discussed, from the dissemination of ideas, word-of-mouth communication, visual communication, public relations, marketing means to the analysis of Apple Corp is how to build the brand image in the minds of consumers, and the realization of brand communication. In this paper, the innovation lies in the use of communication and marketing theory analysis and validation of a Apple Corp brand communication practice, that brand communication is the enterprises and institutions can learn from the successful development and the survival of the road. And with the Apple Corp bra