Brand Management

Case Study of Apple Inc: “Think Different” Branding Campaign

Steve Jobs and Steve Wozniak founded Apple on April 1, 1976.   The two Steves, Jobs and Woz (as he is commonly referred to — see woz.org), have personalities that persist throughout Apple’s products, even today. Jobs was the consummate salesperson and visionary while Woz was the inquisitive technical genius. Woz developed his own homemade computer and Jobs saw its commercial potential. After selling 50 Apple I computer kits to Paul Terrell’s Byte Shop in Mountain View, CA, Jobs and Woz sought financing to sell their improved version, the Apple II.

They found their financier in Mike Markkula, who in turn hired Michael Scott to be CEO.  … Read the rest

Abey Francis

Case Study of Onida: Brand Analysis and Revival Strategies

Story so far…..

Household name in television Onida was founded in 1981 and by1982 the company had started assembling television sets at its own factory. Superior products backed up by distinctive design, cutting-edge advertising and purposeful marketing made Onida a household name in India. In addition to televisions, the company has recently made a foray into other household appliances, including air-conditioners, washing machines, DVDs and home theatre systems. For business and industry, Onida has introduced state-of-the-art multimedia presentation products.

Onida, is still well known for its brand mascot ‘The Onida Devil’ and its punch line “Neighbor’s Envy Owner’s Pride”. In the 1980s when owning a television set was considered a luxury, Onida launched its advertising campaign on the platform of envy, to promote its television range.… Read the rest

Abey Francis