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Would You Buy This Apple Lead Story-Dateline USA Today July 15 2002 The article discussed good advertisement establishes great brand images Some examples used were Snapple Kia Sprint and the Apple computer IMac The following topics were discussed and evaluated by our team members the role of Apple advertisements and personality advertising and the creation of brand success market share as a primary goal and whether or not Kias advertisement could be considered a success considering the brand is ranked No 20 Advertising is the process of getting an idea about a brand into a prospects head such as to move himher rationally or emotionally preferably both towards purchase Advertising is the key in the projection of a brands personality which is a totality of a set of values offering functional and psychological benefits to the consumer httpwwwshilpabichitracomshilpa2000indart51htm Apple computers took the role of the hip computer manufacturer Its ad featuring a computer with an attitude targeted a younger class of consumers Using an informative advertisement by featuring new products Apple computers introduced a fun attractive likeable computer Apple also used the different personalities of Apple users in their commercial ads flaunting the differences between IBM machines and Apple computers and once the user discovered Apple they would never return to IBM These ideas came from Steve Jobs When Steve Jobs returned to Apple in 1997 he proclaimed that the company was spending 100 million a year on advertising but it wasnt doing them that much good They were going to continue spending 100 million a year but they were going to spend it better He realized that one of the most valuable things going for them was the Apple brand Duetschman 2000 Steve Jobs realized the Apple brand was a success but does great advertising ensure brand success Brands are not built by advertising but by the brand experience Kotler 2003 p 420The consensus is advertising does not impact all brands equally Its
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