Case Number: 5-204-257, Year Published: 2004
HBS Number: KEL065
Brand Equity, Branding, New Products, Product Design, Product Development, Channel Management, Consumer Marketing
This case focuses on Apple Computer’s launch of iTunes and iPod, in an effort to give Wintel-users a vehicle for having a relationship with Apple. The case deals with issues of brand equity, corporate and brand goal setting, target selection and matching product and service characteristics with goals and targets. It also provides a vehicle for a discussion of channel partners, their interests and their impact on the likely success/failure of a strategy.
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