Apple Retail Store "Apple Store" Brand Communication Research

Apple Inc., as usual in2013, is still the most powerful High-tech Company in theworld. The Steve Jobs retail model has become a crucial part of the Apple’s businessEmpire, thus it has been the target of this study.The reason why Apple put itself in one of the hot spots in high-tech industry isthat it has expanded its business in a speed, which no one can ever imagine. Also theinnovative products and the frenzied business growth it achieved during the pastyears are divine enough to attract massive attention. As a result, how Apple sells itsproducts and where do we get to know the products constantly become a focus inthe industry. This growing trend brings Apple’s direct retail platform “Apple Store”onto the stage. So far Apple has opened418retail stores worldwide,75%of Applesannual30stores are built outside the U.S. territory. It goes without question thatApple Store has already become Apple’s most powerful service brand.This study offered a brief introduction of the recent development of Apple Store,summarizes not only brand theory itself, but service brand theory and their commoncommunication patterns and other related materials as well. By doing so, this studyemphasizes the importance of Apple Store in the whole Apple branding strategy.Thus, this study helps create a communication pattern of Apple Store by analyzing itsbrand image, its brand identity and its core value. This particular communicationpattern drew its path out of the traditional communication model of commoninformation. The ways of this analysis are involved in the following methods: first, bylisting fundamental elements in a communication process during the purchase of aproduct in Apple Store, we can draw a clear picture of the process. Second, combinethose elements frequently used in the purchase process with a particular brandingstrategy helps us create our own thoughts of the branding strategy of Apple Store.And last, by concluding the strategy itself, we may find a common method for a retailplatform to survive in the market.This study summarizes the constituent elements based on the communication model of retail branding strategy, hoping to bring some enlightenment for our ownretail branding.