Contents

• Table of contents 2
• Chapter 1 – Introduction 4
• 1.1 Introduction 4
• 1.2 Background of the Study 5
• 1.3 Purpose of the Study: 5
• 1.4 Location of research 6
• 1.5 Research questions 6
• 1.6 Research Aim and Objectives 6
• 1.7 Scope of the study 7
• 1.8 Research Limitations 7
• 1.9 Framework of the research 7
• Chapter 2 –Literature Review 9
• 2.1 Introduction 9
• 2.2 Importance of branding in overall marketing strategy 9
• 2.3 Importance given by customers to the various elements of a brand 12
• 2.4 Major factors that impact on Apple’s brand 15
• 2.5 Identify the power of Apple brand on its customers’ decision making 16
• 2.6 Conclusion 18
• Chapter 3 – Methodology 19
• 3.1 Introduction 19
• 3.2 Research philosophy 19
• 3.3 Research approach 21
• 3.4 Research design 22
• 3.5 Research methods 23
• 3.6 Ethical Consideration 25
• 3.7 Validity and Reliability 25
• 3.8 Conclusion 26
• Chapter 4 – Data Analysis 27
• 4.1 Introduction 27
• 4.2 Demographic Information 27
• 4.3 Findings on customer perceptions 31
• 4.4 Findings on Brand Apple 37
• Chapter Five – Conclusion 42
• 5.1 Introduction 42
• 5.2 Validating the Research Objectives 42
• 5.3 Recommendations: 46
• 5.4 Reflection 46
• 5.5 Direction of future research 47
• Appendices 48
• Customers Survey Questionnaires 48
• References 51

Description

This study elaborates on the various strategies adopted for brand building by the computer industry. The study explores the fundamentals of brand building in the computer industry and will focus on a case study of Apple and its brand impact in computer market.