Seminar paper from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, Verwaltungs- und Wirtschafts-Akademie München e. V, language: English, abstract: In this study paper the term brands and branding are generally defined and the different values of the success of a brand are explained in more detail. Then the history of the founding of the Apple Group is briefly presented. In the following, the values mentioned in the first part are taken up again and explicitly demonstrated in practical applications relating to Apple's innovation strategy. The topic of brands is a hot topic in marketing worldwide. Each of us own brands at home and uses brands, for example when using your smartphone. The importance of brands and branding has increased in the recent years. The behavior of consumers can be controlled by a brand. Because consumers build relationships with brands and have very lively brand images. A brand is also a distinguishing mark for the potential buyer. For this reason, it is crucial which image and appearance the brand incarnates in public, so that the brand can become successful and achieve a high market value. Nowadays, electronics and innovative technologies are very important. The brand Apple can attach a high level of awareness to this. From young to old people, there is interest in the brand and its products.