Publication Date

Fall 2021

Faculty Advisor

Tyler Laird-Magee


Pamplin School of Business


The research in this paper focuses on the roles of brand identity and consumer perception in shaping Apple’s marketing strategies and to what extent they are influenced. From going nearly bankrupt to becoming one of the largest companies in the world and a leader in the technology industry, Apple has leveraged its brand identity as a powerful tool to influence consumer perception. The Apple company focuses on its brand identity and has emphasized communicating it to its consumers.

While many companies focus on a single aspect of its brand identity, Apple takes a holistic approach by ensuring every aspect of its brand identity complements each other. Apple ensures its brand identity is present in its physical products, marketing campaigns, customer experience, and employees themselves. Apple’s brand identity emphasizes the qualities of simplicity, innovativeness, exclusivity, and memorability within the minds of its consumers. This research is examined through the lens of the 5 P’s of marketing: Product, Price, Place, Promotion, and People.


Branding (Marketing); Apple Computer, Inc. Apple II Division; Communication in marketing; Marketing--Sociological aspects

Publication Information

Copyright for this work is retained by the author.

BUS 471H: Senior Honor's Project

Document Type

Student Project