Come l'innovazione porta ad una forte brand identity? Il caso Apple

This thesis analyzes two fundamentals aspects of the Apple strategy and DNA, innovation and marketing, in order to understand how combined together contributed to the creation of one of the most, if not the most, valuable and powerful brands in the word. Previous academic research has deeply analyzed the aspects that have permitted Apple to be a source of constant innovation over the years, in particular setting ideally Steve Jobs as the engine of the company. Additionally, its strengths also stem from Apple's marketing strategy, but there is little consideration of how and why it has increasingly become a luxury brand over a tech one. Starting from a necessary theoretical basis the aim of this work is to identify which are the managerial and organizational aspects that have permitted to the company to be that innovative, and the important steps that fostered the brand growth. Ultimately, on the lens of Galloway's work (2017), it is to present the key points of the brand transformation in order to create a framework useful both for future research and for real life application of those principles to other business intending to pursue a similar path.