The Research On Apple Inc’s Brand Based On The Brand Competitiveness Theory

With the rapid development trend in the Information Technology(IT)industry, competition is increasingly fierce. Price of products with sameperformances drops by half every18-month. Large global leading companiesmonopolies across vast majority of market segments. China, the world’slargest manufacturing base is also a big consumer of information technologyproducts with low brand competitiveness due to homogenization of its ITindustry.This research result is based on the theory of applying brandcompetitiveness to analysis the first five dimensions of the IT industry. Itanalyzes innovation, value power, market power, management power, andspread of power. Then it uses the Analytic Hierarchy Process to establish themodel of brand competitiveness in the industry.Apple Inc., a highly valued consumer technology product company,occupies a trend setting influential position in the industry. Apple provides a wide range of products and services which are extremely competitive in itsmarket sector. Apple became a model for the new generation of innovativecompanies, especially for the Chinese IT industry who are rising to improvetheir brand competitiveness.The model of Sub-brand competitiveness indicators is used here to studyApple’s brand competitiveness. It selects Apple’s five competitors to evaluate its competitive model. Thus this research inferred the status of the Applebrand in the IT industry and concludes with an IT brand competitivenessupgrade-program for Chinese IT industry.