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Brand Architecture: Apple vs Lenovo

The document compares the brand architecture of Apple and Lenovo, discussing each company's core values, brand personalities, emotional and product benefits, and product attributes. It also analyzes differences between the two brands in operating systems, performance, product strategy, affordability, design, and innovation. The document concludes that Apple has a significantly higher brand value than Lenovo at $214.5 billion compared to Lenovo's $4.54 billion.

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CHANDAN KUMAR
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479 views2 pages

Brand Architecture: Apple vs Lenovo

The document compares the brand architecture of Apple and Lenovo, discussing each company's core values, brand personalities, emotional and product benefits, and product attributes. It also analyzes differences between the two brands in operating systems, performance, product strategy, affordability, design, and innovation. The document concludes that Apple has a significantly higher brand value than Lenovo at $214.5 billion compared to Lenovo's $4.54 billion.

Uploaded by

CHANDAN KUMAR
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Building Brand Architecture Report: Apple Vs Lenovo

Introduction:
In this report we will see the brand architecture of two brands i.e; Apple and Lenovo. Both
brands deal in same market segment of personal computers. Instead of having a different brand
personality they are competing with each-others. In this report we will see the different brand
personality of each brand and how they are different from each-others. Also we have a look of
customer brand perception about these two brand.

Brand Architecture

Apple:
Brand core value: Think Different
Brand Personality: Life-Style, Imagination, Innovation
Emotional Benefits: Pride, Satisfaction, Loyalty
Product Benefits: Ease to use, Durable, Metal body
Products Attributes: iOS, iPod

Lenovo:
Brand Core Value: Trust and Integrity

Brand Personality: Energetic, Highly Relevant


Emotional Benefits: Cool, Customization
Product Benefits: Performance, Design
Products Attributes: Low Halogen Transition
Brand Comparison:
Apple and Lenovo both company deals in same market segment of computers and laptops. Both have
their own brand value and brand equity. Here, we have taken two companies in which one deal most of
the time with lower income people and the another one deal with higher income level people. We can
also see the difference between both the products in following points:

 Apple has unique operating system while Lenovo uses windows operating system
 From the performance point of view Apple is much better than Lenovo
 Apple has better brand product strategy, quality, features and customer perception than Lenovo
 In term of affordability, Lenovo come first than Apple
 Apple is bitterly designed brand compare to Lenovo
 In term of innovation, we can always say that Lenovo is lagging behind

Brand Value
In term of brand value Apple has the highest brand value on this planet and in term of money its
value is around $214.5 Billion while the Lenovo has the brand value of $4.54 billion that is
around 5X lower than Apple. Not only in term of market value also in term of Performance,
Emotional benefits, Reliable, Trustworthy and Value of money Apple is always better than the
Lenovo. We can also say that Apple is the future technology and its market share is increasing
day by day, while Lenovo is struggling to maintain its position in market, because competition is
very high in market.

Sources:
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