What is Coke's name worth?
A lot more than Apple's!!
When people go to their local Pizza Hut, they ask for a Coke even when they mean Pepsi. Now, THAT represents value in a name. People don't use "Apple" as a generic term for computer.
However, I believe the name "Apple" may actually detract from the company, much in the same way that the "Radio Shack" devasted their computer busienss with their name (although they later tried to change it to "Tandy", it was too little too late).
While Apple certainly connotates quality in home computers, most computer-buying businessmen think of them as just that -- home computers. You don't buy a home computer for your business. For your business, you need an IBM -- or a COMPAQ -- or whatever. Not an Apple.
The Apple name certainly has value, but not in the business computer markets. I know this doesn't address your question, but it IS part of Apple's problem.
They need to create a separate, almost unrelated brand name with a different look and feel for business use. Get rid of the Apple logo. And promote it as a computer FOR businesses, designed that way from the ground up. Make it plug in networkable with all the other stuff out there. And promote it like hell to businesses. Not the "Apple" for business, but the new name.
It's amazing what a name can do for or against a business.... |
