Study On The Brand Communication Of Apple Inc

The concept of Integrated Marketing Communication (IMC) theory spread into China since the last century, meanwhile, has the same purpose, the concept of Integrated Brand Communications (IBC) has shown signs of sprouting. I believe that:"speak as one voice, corporate as one image" show people the purpose of Integrated Marketing Communications Theory is still serving for the brand, which is an crucial means to achieve the desired result of brand communication. Apple Inc is committed to creating extraordinary brand communication since the eighties of the last century, Through nearly three decades of communication practice and innovation, Apple demonstrated in practice:jointing every voice channels together to create brand information Symphony, using variety of communication channels to build specific brand is an important way to achieve the desired communication effects. This article try to demonstrate the use of different channels to build content of brand concept, brand behavior and brand image. Combining the brand theory and IBC strategy, building Apple’s brand communication strategy into a three-dimensional form between communication channels and contents, enrich the lack of research on the Apple’s brand communication in academia and industry.This paper reviewed the brand communication theory and the former research of Apple brand management and brand communication, gives a summary and analysis of propagation-model and the factors of the Apple brand, then demonstrate the process of using different channels to build brand concept, brand behavior and brand image of Apple Inc. through brand communication. This paper fill the relative lack of Apple brand communication strategies research in communication perspective, while, it combined the brand theory and the communication strategies, showing a three-dimensional form to build the Apple brand communication strategy,to enrich in both academic and industry research for the Apple brand communication.This paper begins with macro perspective view, summarized the propagation model of the Apple brand, then analysis the specific elements in the mode: communicator, content, channels, audience and the effect. Then, starting from the microscopic perspective, this paper pointed out that in the Apple brand case, particular brand communication channels (advertising channels, brand PR channels and sales channels as the main channel) focused on creating a specific brand content (brand concept, brand behavior and brand images as the main content). More specifically, it means the advertising channels and the sales channels working together to build the Apple brand concept; the PR channels and the sales channels working together to build the Apple brand behavior; meanwhile the sales channels and the advertising channels working together to build the Apple brand image.