Samsung Electronics Brand - Coursework Example

Samsung is one of the successful brands in the electronics industry. The company has been building its brand image through product investments, consumer research, and advertising, and product promotions. The objective of this paper is to evaluate the term ‘brand’ as it extends to cover the products in the electronics market in general and to examine the strategies followed by Samsung Electronics in building a powerful global brand. The study also examines the strengths and weaknesses of the electronic market to suggest more effective brand marketing strategies. On the basis of a survey conducted among the consumers of electronic products, this study concludes that branding has a large influence in promoting the sales of electronic products especially consumer electronic products in which segment Samsung is one of the major contenders.

Extending the business on a global level has its own attractions as well as challenges a company or product has to face in achieving a global position. However, it is a difficult proposition to achieve a completely global presence in all the markets with an identical core value. The decision of an organization to take its brand globally stems from the availability of many strategic opportunities like size and magnitude of the market, displacement of potential competitors, and possible economies of scale, enlargement of revenue and margins, and chances of enhancing innovations. However, it must be remembered that each of these strategic opportunities has significant implications on the brand of a particular product that such implications are to be given full attention before setting out to explore newer markets. Failure to consider the brand implications may lead to the utter failure of the marketing efforts in the alien soils. Market culture, buyer behavior, current brand loyalties, and many other considerations weigh before any product is being offered on a global level. This is particularly true in the case of electronic products where there is the need for establishing a powerful brand image that sustains the sales growth of the product under varied market conditions.