Apple 's Brand Research From The Perspective Of Consumerism

Since Apple Inc was born in 1976, it has created a lot of products that can change people’s consumer conception and lifestyle, and it is these products that bring Apple’s brand to the world. Apple Inc always adhere to innovation as the core value of its brand and insist on meeting the needs of consumers that they want but can’t express as its mission, therefore, Apple’s brand has grown into the world’s largest brand. However, few scholars do a more comprehensive and in-depth study of the Apple Inc’s brand from the perspective of consumerism.Under the background of consumerism has subtly affected the people’s consumer conception and lifestyle, this paper discusses the relationship between consumerism and the Apple Inc’s brand intensively from the perspective of consumerism, combining with the development course of Apple Inc and its brand, and diffusion from the three respects of the consumerism gene of Apple’s brand, the interpretation of consumerism that Apple’s brand gives to and Apple’s brand encourages the spread of consumerism.