Super brand: the cultural dominance of Apple and its power to seduce and connect

Mitchell, Stephanie (2011) Super brand: the cultural dominance of Apple and its power to seduce and connect. BA dissertation, University of Portsmouth.

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    Abstract

    Founded in 1976 by two computer fanatics, Apple began as a computer company for the average consumer; they had a dream to create a more affordable and accessible computer, giving power to the individual. Following this dream, they are now renowned for reliable, high-quality products that generate excitement and anticipation within their users. With this in mind, Apple has become this culture’s most prevalent technology brand giving potential in, and taking over the consumer electronics market by innovating and releasing products such as the revolutionary iMac and Macbook computers. Apple, with their fluent and consistent design and reasoning were able to branch off into other areas such as music, phone and tablet computer markets releasing products such as the iPod, iPhone and iPad, which today has enabled them to briefly become “the most valuable [technology brand] in the world” (Sales, 2011, p. 4).

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Creative and Cultural Industries > School of Art and Design
    Depositing User: Jane Polwin
    Date Deposited: 16 Nov 2012 16:01
    Last Modified: 28 Jan 2015 12:11
    URI: http://eprints.port.ac.uk/id/eprint/9721

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