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June 4, 2006

Brand Architecture: The Mac is Back

AppleIt appears as though is moving towards a revised Mac-orientated masterbrand (also spelled master brand) architecture with its new brand names starting with “Mac.” I agree with this new nomenclature.

  • The PowerBook G4 laptop now sports the MacBook Pro brand name.
  • The iBook G4 laptop is morphed into the MacBook brand.

Apple MacBook and MacBook Pro

Now it is rumored that the PowerMac desktop brand name will evolve into .

iMacXserve may adopt the MacServe brand name as well, and iMac may be given a “pure” Mac product name as well.

I think these brand architecture name changes make sense because the Mac brand has immeasurable equity, has a very strong emotional bond with consumers and it's a legend in the product naming Hall of Fame.

I realize some Mac lovers think the new masterbrand strategy is confusing. That's to be expected, but we (I am a Mac lover), should realize that this is “poetry in motion.” Once the full Mac nomenclature is implemented on all the new Intel-based Macs, the Mac faithful and consumers in general will accept the brand name changes.

I also agree that the iMac simply has a dated brand name. Apple has almost an obligation to build its brand around the Mac name which is almost three decades old — and anyway, any name with a lower case “i” at the beginning it is simply “too nineties,” iPods, iTunes, iLife etc. notwithstanding.

iPodThis raises an interesting brand architecture question. Should Apple drop the “i” from its iPod name? What should Apple replace the i in iPod with?

For more news on Apple, here are some blogs I recommend:

Here are some perspectives on Apple from some of our favorite marketing gurus:

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Posted by William Lozito at June 4, 2006 11:54 AM
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1 Comment

Seems to me iTunes and iPod are names well-entrenched enough to withstand the being labaled "dated." I doubt Apple would want to go through the struggle of rebranding either of those highly-successful offerings. iLife may be new enough to warrant a change, though. As for what to call it, beats me, but whatever Apple chooses will be automatic cool. How do they do it?

Love your blog.

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