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This is an equivalent of US$0.13 per share. To prove the loss of dominance of the Apple brand, a similar quarter of the company revenue three years from 2012 indicates a US$ 0.19 per diluted share or a net profit of US$66 million. This paper discusses the impact of evolution in technology on the operations of Apple Company. Apple applies a corporate branding strategy that revolves around consumers maintaining an emotional experience with the products of the company. The success of Apple over the years is pegged on the development of an emotional brand that obligates the company to adopt a distinct humanistic corporate culture.