Brand Communication Of Apple Inc. Under The Perspective Of Cultural Branding

With the growing prosperity of commodity market, the purchasing behavior ofcustomers is much more than an activity to satisfy one’s physiological demands.Customers incline to find psychological satisfaction and self-identity through selectingdifferent brands. In order to win in fierce market competition, scholars and entrepreneursshow a lot of interest in the study of brand culture. Practices of Apple Inc. indicates thatwhen building a brand, a cultural notion which can satisfy need of this period should beput inside of the brand to form a unique brand concept. If a company can find theconcept and communicate it properly with advertising\design and so on, it will establishsuperiority in the relation with customers and win extraordinary market success. In thisresearch, we combine the branding activities of Apple Inc. and the cultural brandingtheory to explain the reason of Apple Inc.’s great success. This research fills in the blankof relating domestic studies, enriches the cultural branding theory and finds some newdirections for further studies.The main structure of this paper mostly refers to the culture branding theory. Thefirst chapter is instruction which contains the background and research approach of thestudy. Chapter two introduces the important concepts and existing theories about thistopic. In chapter three, the paper analyses the position and transformation of Apple’sbrand concept with the development of American culture values through some of theirimportant advertisements. Chapter four elaborates different ways of Apple Inc. tocommunicate the brand concepts, including advertising\design of logos and retail store\behavior of the leading enterpriser and so on. In fifth chapter, as a reply of a successfulbrand concept, the society net including loyal customers\professionals and followers willbe formed, and brand will have interactive with popular culture in many ways. In sixthchapter， the main ideas and deficiencies of this study are concluded, and theenlightenments for companies in our country are enumerated.