Airtel

Institute of Management Technology, Nagpur

(2009-11)

Brand Management Project

On

Submitted to

Professor Rajeev Kamble

Submitted By

Nitin Sharma | (2009147) |

Acknowledgement

Any accomplishment requires the effort of many people and this work is no different. I thank my Professor Rajeev Kamble, Institute of Management Technology, Nagpur, whose patience, support and guidance was instrumental in accomplishing this task.

I wish to express my gratitude to those who may have contributed to this work, even though anonymously.

Nitin Sharma

Declaration

I, Nitin Sharma, hereby declare that this report on “iPhone as a Brand” has been prepared under the guidance of Professor Rajeev Kamble, Institute of Management Technology, Nagpur.

This report is submitted as a project report in Brand Management Subject in the partial fulfillment of the requirement for the Post-Graduation Diploma in Management Program, at Institute of Management Technology, Nagpur

The report is authorized by Professor Professor Rajeev Kamble and covers a detail study of iPhone from Brand prospective.

For preparing this report, various springs of secondary sources has been approached (mostly through sources such as newspapers, journals and magazines, internet, etc.).

Nitin Sharma

TABLE OF CONTENTS

Acknowledgement ii

Declaration iii

Project Scope 1

About IPhone 1

Brand Portfolio 2

Core Values 3

Brand Personality and Strategy 3

Value Proposition 4

Consumer Perception in India 4

Winning Strategies 4

Strategy Failure 5

Conclusion 7

Suggestion 7

Appendix 1 9

Appendix 2 10

Bibliography 11

List of Figures

Figure 1: Various Versions of iPhone 1

Figure 2: Timeline of iPhone Models 2

Figure 3: Brand Portfolio of Apple 2

Project Scope

This project study on brand aspects of iPhone has been restricted to Indian scenario only. The major emphasis of the project study has been on critical evaluation of iPhone strategies in India....