Apple Corporate Culture

In Naomi Klein's article New Branded World, she states that a brand is "the core meaning of the modern corporation"1. This is because during the 1940s "there was a burgeoning awareness that a brand wasn't just a mascot...the company as a whole could have a brand identity or 'corporate consciousness'."2 As a result, agencies shifted their attention away from individual products and services to a psychological examination of what brands mean to people and their culture. However, due to

Apple is a large multinational company and is the second largest information technology company. Apple has a revenue of $199.9 billion and a profit of $44.46 billion. Apple’s market capital, meaning the aggregate value of the company based on its current share price and the number of outstanding stocks is $741.8 billion. Apple is a public company meaning you can buy shares into the company, which are traded freely on a stock exchange and is now the largest publically listed company. It was founded by Steve Jobs, Steve Wozniak and Ronald Wayne on April 1,1976. Apple employs 92,600 people and has 437 stores located in fifteen different countries. An online store is also available in 39 countries to serve on

Once the stakeholder’s needs are identified, the company needs to establish what brand they are trying to polish. This is when ideas and brainstorming among coworkers to develop a unison brand image is formed. Knowing the brand and how to send the image, or message, out about that brand happens in the developing of ideas.

When developing a company identity you want a strong solid one that adds to your credibility with customers giving them a sense of trust and reliability. They know what you do and do well giving them a feeling of ease. They will come to trust in your strength and business.

Meyer (2015) states that the Apple’s structure is one of the main reasons why the company is generating success. Also, the structure allows Apple Inc. to vacate business growth.

Microsoft has a competitive work environment which does not promote teamwork. The corporate culture at Microsoft and its competitiveness makes it hard for many employees to keep up ADDIN EN.CITE Klein200530(Klein, Schmeling, & Blanck, 2005)303017Klein, DavidSchmeling, JamesBlanck, PeterEmerging technologies and corporate culture at Microsoft: a methodological noteBehavioral Sciences & the LawBehavioral Sciences & the Law65-96231CORPORATE cultureCORPORATIONS -- Sociological aspectsCORPORATE imageCORPORATIONSSOCIAL responsibility of businessBUSINESS enterprises2005John Wiley & Sons, Inc.0735393616124216Articlehttps://erms.tourolib.org/url/http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=16124216&site=ehost-live10.1002/bsl.627a9hEBSCOhost( HYPERLINK l "_ENREF_4" o "Klein, 2005 #30" Klein, Schmeling, & Blanck, 2005). Microsoft's culture promotes creative thinking and innovation, but innovations from employees are rarely taken up as management has to measure their impact. This has stifled the innovative culture that Microsoft used to have and has led to less innovation from its employees. The competitive work environment at Microsoft has demotivated many employees, which has led employees to resign or they are only interested in punching in the clock.

“ “A corporate brand is a product of an organization's corporate strategy, mission, image, and activities. Corporate brands distinguish organizations from their competitors, orient the organization in the minds of customers and employees, and create a perception of what an organization stands for “(Matrix AMC, 2014) CCC will need to establish an organizational branding standard that makes a statement to potential clients of the high standards that they bring to the business.

Standing behind Board of Director, like other companies, Apple has CFO, COO, Legal, Operations, Retails, Product Marketing and Global Communication. Besides, Apple is also structured by specialized departments such as Design, Hardware, iOS Software, Software Engineering. Apple is considered as an organizational hierarchy.

From its start-up until the present, Apple’s corporate structure hasn’t changed a lot. Before his death, Steve Jobs was the one to make the calls regarding all the decisions; everything had to be passed through him. The company’s decision making processes were and still are centralized, in which the CEO makes all the decisions but it is incorporating more of a collaborative approach. The company is doing so by encouraging its hardware and software teams to collaborate. This approach however, never existed when Jobs was the CEO. Apple is considered a centralized company because it makes high capital investments that encourage centralization. It is highly competitive, offers high technology products, has a homogeneous product line, low product diversification, and has a lot of experience doing international business. Furthermore, it is organized on different basis; functional, divisional and geographical. Its functional structure is that the innovations and visions essentially come from top management and flow down the organization. Top management includes the board of directors in which they oversee and ensure that shareholders’ interests are being served for a long-term. Also, its functional structure is departmentalized and includes marketing, engineering, manufacturing, financing, IT, research and development. Its divisional functions include the products the company is offering, the market it is operating in and geographical areas. Apple has four product categories; the

Brand identity is the extent to which buyers take the brand name into account when making purchase decisions. Just like if any test is to be made

Brand logo design is developed around one core idea that connects the customers to your company and this idea must be immediate and meaningful.

In a circumstance like this, it is to be determined how an honest employee who had known about the theft and misdee d towards Bill should react in an organizational setting depending on the employ ee s own values, perception and personality(Sagie & Elizur, 2002 pp.503-14).

In the case of Apple, organizational structure is contributing to successful innovation of the company. An organizational structure of a company can make opportunities for development of business. Nevertheless, it can also charge limits on how the company progress. In the Apple Inc, they use mainly the traditional hierarchy of the organizational structure, with some important components from organizational structure of other. The success of the Apple is connected to Steve Jobs innovation and leadership, but organizational structure has a role for providing assist for such leadership. But later after Stevejobs, now apple is under Tim Cook, Apple has made some little modification in its organizational structure to adapt demand of market and industry.

What meant by structure is the components that constitute the corporate identity. Regardless of the difference in categorizations, researchers have more in common when it comes to studying the construct of corporate identity than they had in its definition. Different views were offered of the construct of corporate identity.

It is not easy to build brands in today 's environment. The brand builder who attempts to develop a strong brand is like a golfer playing on a course with heavy roughs, deep sand traps, sharp doglegs, and vast water barriers. It is difficult to score well in such conditions. Substantial pressures and barriers, both internal and external, can inhibit the brand builder. To be able to develop effective brand strategies, it is useful to understand these pressures and barriers