StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Samsung Brand Building - Essay Example

Cite this document
Summary
The paper "Samsung Brand Building" considers Samsung brand, discussing various strategies through which the company develops and maintains its position in the market. Proper segmentation, positioning, and targeting are imperative to ensure that customers appreciate the company’s brand image…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER95.4% of users find it useful
Samsung Brand Building
Read Text Preview

Extract of sample "Samsung Brand Building"

The Samsung brand is one of the most renowned international brands. The Samsung brand encompasses a number of subsidiaries and affiliated businesses, which operate under the Samsung Group, a South Korean conglomerate headquartered in Seoul’s Samsung Town. Steve, who is a close friend, is an extremely loyal customer of the Samsung brand (Kotler & Keller, 2005). From his cell phone to his television and other technological devices, Steve only trusts the Samsung brand. According to Steve, his loyalty to the Samsung brand can be attributed to the company’s robust brand-building activities.

Steve argues that Samsung’s frequency programs and brand image-building activities sustain his loyalty to the brand. The brand’s extensive promotional tools shape its image, for instance, Samsung’s image is enhanced by the company’s extensive promotional activities such as promotions and advertisements. Samsung’s frequency programs also help retain customer loyalty. For instance, Steve argues that Samsung service centers are always open to Samsung customers and the company’s employees are immensely helpful in dealing with customers’ inquiries or complaints.

Steve gave an instance of when his Samsung Galaxy Tablet experienced audio difficulties and upon taking it to a Samsung service center, the problem was fixed almost instantly at no cost. Therefore, Samsung maintains and reinforces its positive brand image, thus maintaining the loyalty of customers such as Steve. Trust plays a pivotal role in enhancing attitudinal and behavioral loyalty to the Samsung brand (Clottey, Collier & Stodnick, 2008). Since Steve trusts Samsung products, as well as the brand’s positive image, he believes that Samsung’s competitive brands such as Toshiba, Sony, and Nokia are relatively unreliable, particularly with regard to the quality of their products, as well as after-sales services such as servicing, repair, and maintenance.

Steve also believes that certain competitive brands are targeted at specific markets such as Asian markets in the case of Toshiba products. Based on Steve’s assertions, it is clear that Samsung’s brand equity is extremely strong, thus the Samsung brand is one of the company’s most valuable assets, which consequently enhances the financial value of the company (Jensen & Hansen, 2006). Elements of the Samsung brand that speak to its extensive brand equity include customer recognition of visual elements such as the Samsung logo, as well as recognition of the brand’s values such as quality.

The brand has, therefore, been able to position itself positively in the customer’s mind. The superior quality of Samsung products and the effectiveness of its frequency products make the brand preferable to customers within the target market. Part 2According to Kotler & Keller (2005) segmentation entails dividing the market into small groups or segments. Upon making proper segmentation, organizations typically identify segments with the potential for high profitability and growth, as well as those capable of blending into the organization’s long-term goals.

Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Brand Building Essay Example | Topics and Well Written Essays - 1000 words”, n.d.)
Brand Building Essay Example | Topics and Well Written Essays - 1000 words. Retrieved from https://studentshare.org/marketing/1480915-brand-building
(Brand Building Essay Example | Topics and Well Written Essays - 1000 Words)
Brand Building Essay Example | Topics and Well Written Essays - 1000 Words. https://studentshare.org/marketing/1480915-brand-building.
“Brand Building Essay Example | Topics and Well Written Essays - 1000 Words”, n.d. https://studentshare.org/marketing/1480915-brand-building.
  • Cited: 0 times

CHECK THESE SAMPLES OF Samsung Brand Building

Strategy, Structure, Management, Performance, and Process at Samsung

samsung Name Institution The vision 2020 for samsung as specified in its new dictum is to motivate the world and to build the future.... samsung's new vision mirrors its mission to motivate its societies by enhancing its three major strengths: Innovative products, new technology and creative solutions as well as stimulating fresh value samsung's essential networks, which include partners, industry and the employees.... Via these exertions, samsung anticipates to have positive impact to the world and enhance a fuller involvement for all this is according to an article from samsung's website....
4 Pages (1000 words) Essay

Samsung- The Making of a Global Brand

Comment on Samsung's brand-building initiatives in the global consumer electronics market.... The paper "Samsung- The Making of a Global brand" aims to discuss the role of marketing in Samsung's success.... Samsung, beginning in 1993, sought to create a global brand and acquire a new corporate identity.... By 2002, samsung was rated as one of the top 3 players in the global mobile handset market.... Analysts attributed samsung's success to its marketing initiatives....
5 Pages (1250 words) Case Study

Samsung Electronics Brand

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.... Brands are considered to be value generators for business and it becomes necessary to understand how brand loyalty among consumers is created and how brands help to generate value....
52 Pages (13000 words) Coursework

Samsung Customers Perceptions on Branding

The paper "Samsung Customers' Perceptions on Branding" examines how the customer experience, satisfaction and loyalty can influence customer perceptions towards the samsung brand, explains the concept of branding and related variables that drive brand success, brand value.... The evaluations of the samsung brand may differ across cultures, and this may be worth investigating to increase the external validity of the findings of this research.... Trying the product is critical towards the path to satisfaction and for developing their preference of the brand; the latter develops loyalty behaviour towards the company and their goods....
34 Pages (8500 words) Case Study

Samsung: Building a Great Brand

Discuss the samsung brand itself and compare with Sony or any other brand you think it is the major competitor for Samsung.... n the United States, Samsung tends to introduce its higher end Number] Samsung: building great brands Analyze price strategy, distribution strategy, or promotion strategy of Samsung in the U.... Samsung has worked its way from a less known brand in yester years to a strong market competitor in recent years, especially in the cellular phone and television markets....
1 Pages (250 words) Assignment

Branding Strategy of Samsung

n order to create emotional attachment, Samsung makes use of different visible and invisible elements of brand building.... For example, pricing and advertising are two of the major visible elements of brand building.... As a result of that, the emotional attachment towards the samsung brand among consumers is growing.... Modern customers give more importance to brand value rather than the features of a product.... 'Samsung has adopted an aggressive branding and advertising strategy to transform the company from the manufacturer of cheaper Japanese brands products to a global brand known for innovations, cutting edge technology and leading design' (Farhoomand, 2013, p....
7 Pages (1750 words) Essay

Apple and Samsung: Business Strategies, Domestic and Global Environment, and Internal Capabilities

The company has a broad brand portfolio, comprised of the following brands: iPhone, iPad, Mac, iPod, the iOS and OS X operating systems, iTunes, and others (MarketLine Advantage, 2014).... The author analyzes the existing business strategies, domestic and global environments, industry, and internal capabilities for Apple and samsung.... samsung Electronics is a part of the samsung group, which offers consumer electronics goods, varying from televisions, refrigerators, monitors, and printers to smartphones and tablets (MarketLine Advantage, 2015)....
11 Pages (2750 words) Assignment

The Moderating Effects of Market Orientation

This paper "The Moderating Effects of Market Orientation" is being carried out to provide a detailed description of the Moderators of market orientation, and discuss their link to 'strategic marketing management' and 'organizational performance'.... ... ... ... The moderators of market orientation determine how an organization defines its business, missions, and goals because they determine how marketing concepts will be implemented....
8 Pages (2000 words) Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us