Written by:

Cristina Isabel Espiritu

Brand Audit
Company
Established in 1938 initially as a trading company, Samsung has grown into the large and highly respected
conglomerate that it is today. Headquartered in Samsung Town, Seoul, Samsung operates in 74 countries, with
510 global points of presence, in four major industries: Electronics, Machinery and Chemicals, Trade and Services,
and Financial Services.1 Under Samsung Electronics, there are 3 sub- categories of products. First is Consumer
electronics which involves Samsung’s Visual Display, Digital appliance, Printing solutions, and Health & Medical
equipment businesses. Second is Device Solutions which includes Samsung’s Memory, Systems LSI, and LED
businesses. The third and final sub- category is IT & Mobile communications which deals with the company’s
Mobile Communications, Network, and Digital Imaging businesses. 2 The scope of this paper is limited to Samsung
Consumer Electronics (Samsung).
In 2000, Samsung landed on the 43rd spot of Interbrand’s Top 100 best global brands, with a brand value
of 5.2 billion USD. Since then, Samsung has been climbing up the said prestigious chart, ranking 19th in 2010, 17th
in 2011, 9th in 2012, and 8th in 2013 with a brand value of 39.61 billion USD (see exhibit 1).
Customers
With a complex set of product offerings varying from low to high- end, Samsung is evidently employing a
total market strategy, targeting a diverse set of consumers: young consumers, professionals, married couples to
families with kids. This total market strategy is reinforced by Samsung’s Galaxy S3 slogan “designed for humans”.
In one of Samsung’s ads, it categorized its tablet users into three groups: Connecticus (users in their early 20s who
are socially active and put high value on instant access), Wanderus (users in their late 20s to mid-30s who use the
tablet on the go) and Relaxicus (owners in their mid-30s to mid-40s who are most comfortable using the tablet at
home).3 Just like Apple, Samsung was able to develop its own set of fanboys: a group that is mostly composed of
tech geeks who are mesmerized by the open platform Android and users who are what we call Anti- Apple, people
who do not want to patronize Apple products because of the monopolizing nature of the company. In totality,
Samsung caters to no- nonsense consumers, users who value efficiency, sensibility, and practicality.
Competitors
The competitive landscape of Samsung Electronics is multi-faceted, given that this sub- category of
Samsung produces a complex set of products which includes mobile devices, television/ audio & video, home
appliances, digital cameras, memory/ storage, PC/ peripherals & printer, and accessories (see exhibit 2).
Samsung’s competitors include Apple, Sony, Lenovo, Nokia, LG, HTC, Huawei, Panasonic, Canon, Nikon, Whirlpool,
and GE. Of these, Samsung is aptly aggressively pitted against a single company: Apple.
Originally positioned as a computer company, Apple Inc. (formerly called Apple Computer), is now
positioned as a mobile- device company. Currently ranked as the #1 best global brand,4 Apple’s brand value is at
98.31 billion USD. The brand built by legendary CEO Steve Jobs has a cult like following, thanks to its products’
ease of use, industrial design, and technical elegance. It is undeniable that Apple has revolutionized the multiple
product categories that it competes in with its Mac, iPod, iPad, etc.

Brand Equity and Brand Image among stakeholders

Brand Equity: Knowledge metrics
Samsung enjoys a high level of brand awareness. When it comes to consumer electronics brands,
especially in the mobile space, Samsung is a brand that is recognized globally, regardless of age, race, gender, etc.
Moreover, in this digital era that we are all living in, Samsung enjoys top-of-mind unaided recall, second only to
Apple. But when it comes down to the Android space, Samsung is the clear frontrunner in terms of brand
awareness. However, the downside of Samsung in terms of brand awareness is its slogan/ tagline: consumers
have a hard time recalling what the slogan of Samsung is. Even for aided recall, consumers find it difficult to
identify which of Samsung’s slogans is the current/ latest one.
Aside from brand awareness, Samsung has evoked a lot of brand associations over the years. Its functional
brand associations include: durable, stylish, ease of use, innovation, quality, smart, up-to-date, lends productivity
and efficiency, sleek, sexy, and classy. On the other hand, emotional brand associations include: cool, dependable,
trustworthy, reliable, “in”, status symbol, bold, and no- nonsense.
Brand Equity: Preference metrics
When it comes to familiarity, Samsung clearly doesn’t have a problem. The same is true for consideration:
up to this stage, Samsung has a strong edge over its competitors. For mobile devices in general, when it comes to
consideration, the battle is mostly between operating systems (Apple iOS vs. Android), not that much among
brands. Once the consumer has decided he wants to go with Android, Samsung’s edge over other players in the
Android market (LG, Sony, HTC, etc.) is much more evident: Samsung is the first brand that is being considered.
However, Samsung has a problem when it comes to Purchase, Usage, and Loyalty. Due to cutthroat competition
and the advent of peer reviews, leadership in the Android mobile space is difficult to sustain. For instance,
although Samsung has developed cutting- edge technology for its release for the year, another brand may have
done an even better job than Samsung and thus, consumers will flock to that said brand and the position of
Samsung as market leader is challenged.
Brand Equity: Financial metrics
With a market cap of 178 Billion USD, Samsung is the most profitable smartphone manufacturer in the
world,5 surpassing Apple in smartphone sales, grabbing 30.3 percent market share of smartphone shipments 6 and
38% of U.S. mobile phones.7
Brand image
Samsung has done a very good job in reinventing its brand image. From being perceived as a brand that
sells cheap, copycat versions of Japanese technology products, Samsung is now a brand that is regarded with very
high respect, so much so that it is now able to command a premium for its products. Although it has this image of
being more affordable than Apple, it is still able to evoke an image of being trendy, thanks to its sleek designs.
Moreover, Samsung is regarded as brand that is reliable: always coming up with proven technology. Not only that,
Samsung has a brand image that evokes superior technology. Although Samsung is constantly coming up with
products that are packed with state-of-the-art features, it is still able to induce an image of simplicity and ease-
of-use, as evidenced by its high Global Brand Simplicity Index ranking in 2013 – Samsung earned the highest rank
among smartphone brands, landing at the 8th spot (Apple’s ranking plummeted to #19 from #7).8 Finally, over the
past few years, Samsung has successfully transformed its brand image from a "value for money" brand to an
innovative leader by changing its marketing strategy to focus on meeting the needs of all consumers.9

Brand Identity
Brand vision - mission
Samsung Electronics’ brand vision is to “Inspire the World, Create the Future”. On the other hand, the
brand’s mission is to inspire the world with innovative technologies, products and designs that enrich people’s
lives and contribute to a socially responsible, sustainable future. 10
Brand value proposition
Samsung’s success in the recent years is attributable to the pillars of its value proposition: innovation,
design, quality, and price. Samsung has established itself as an innovation leader, constantly and consistently
releasing products one after another that are packed with features, enough to make a Samsung fanboy drool until
the next Samsung product is released. Samsung does not end at delivering state-of-the-art innovation to its
consumers, it wraps all of its ground breaking features stylishly. Its products’ designs are effortlessly sleek and
sexy, exuding an oxymoron of flashy elegance. On the other hand, Samsung’s high regard for quality translates
into the products that it releases – and this doesn’t go unnoticed by its consumers, as evidenced by its ability to
command a premium. Finally, Samsung’s price point gives another consumers a strong reason to purchase. Its
prices are quite more affordable as compared to Apple’s yet the value that Samsung delivers to its patrons
matches, if not totally exceeding, the value that they get from Apple.
Samsung’s brand value proposition translates into the functional attributes and emotional benefits that
its consumers receive and experience. Samsung’s functional attributes include: provides features that are useful
in everyday living and makes its consumers more efficient and productive; mobile devices such as tablets and
phones have big and scratch- proof screens; mobile and TVs tout a super amoled display; allows users to
experience powerful performance, i.e. has a long battery life and has large-yet-still-expandable memory; takes
sharp and clear photos instantaneously; is very light and handy; home appliances are easy-to-use; provides good
warranty and an exceptional customer service; compatible with products of other brands (e.g. power charger of
Sony can be used for Samsung devices and vice- versa); its technologically- superior products are very durable
and have a high resale value; allows users to share content easily with other Android users; and finally, Samsung
always gives its consumers options, not just in terms of product variety, but in terms of its features as well.
On the other hand, the emotional benefits that Samsung extends its customers are the following: it is
reliable and dependable – it won’t let you down; owning a Samsung products makes a person feel he belongs to
the “it” crowd; trusted and recommended by friends; in the case of wear-and-tear, it provides no hassle for the
consumer to replace the worn- out parts (unlike Apple); all of Samsung’s products provide good value; people are
impressed with its ultra-cool features (curved screens, NFC technology, etc.); and finally, with Samsung, its long
list of innovative features evokes a sense of endless possibilities.
Brand essence
Superior technology that is practical. Superior technology captures Samsung’s forte in innovation, design,
and quality, while the word practical in the brand essence evokes a sense of usability – Samsung’s features- packed
products are not just there to wow the consumers, they are meant to be used to improve consumers’ everyday
living.
Brand personality
If Samsung were a person, it’d be a campus crush. Just like the campus crush who is simply captivating
and is an everyday head- turner, Samsung is drop dead gorgeous. One glance at your campus crush (and at
Samsung for that matter) makes your heart beat faster and blood rushes to your head, leaving your face flushed
with color. At the same time, a campus crush is not just good- looking, he is also ultra-cool. He hangs out with the
cool crowd, wears the trendiest clothes, and drives the latest car. Samsung is just the same, it doesn’t just look
sleek and sexy, it is also packed with ultra-cool features that will impress your friends to the bone, making them
want a Samsung product for their own. And as if being good- looking and cool are not enough, the campus crush
is also smart and multi- talented; he is the perfect example of beauty and brains. In a similar fashion, Samsung
not only has a coveted design, it also performs excellently; its quality is impeccable. Finally, a campus crush is not
only gorgeous, cool, and smart, the thing that makes him a campus crush is his personality – he is down-to-earth.
Although good- looking people are usually associated with being a snob and an airhead, the campus crush is an
absolute opposite, he is approachable and is very friendly. Similarly, Samsung is not just cool, stylish, innovative,
and performs superbly, it is also very usable; it is something that makes daily living easier and more productive.
If Samsung were a real, living person, it would be celebrity Ryan Gosling – effortlessly handsome,
extremely stylish, tremendously talented, and surprisingly down-to-earth. On the other hand, if Samsung were a
car, it would be BMW – sexy, known for its performance and for its passion for driving. Finally, if Samsung were a
city, it would be Sydney – down-to-earth, a fusion of urban living and serene nature, and an international
conglomerate of cultures and landscapes.11
Brand values
Samsung’s brand values include reliability, consistency, design, sophistication, cosmopolitan, practicality,
accessibility, innovation, user friendliness, customer focus, variety, delivery, and performance.
Brand positioning
Samsung is a premium, lifestyle brand that is better than any other consumer electronics brands for those
consumers who value technology as an indispensable tool for everyday living because Samsung offers its
consumers a life companion in the form of superior, high- quality products that have world- class design, packed
with innovative features that can be used in their daily lives as it perfectly fits their lifestyle needs, with the result
that customers feel more efficient and more productive and that their lives have been made easier. Aside from
that, they feel proud because they belong to the “it” crowd. Finally, they are more empowered to engage in
whatever lifestyle activities they can think of because Samsung’s products are always there to back them up.

Strengths and Weakness of the Brand

Strengths
1. Strategic repositioning efforts – A decade ago, Samsung was regarded as a manufacturer of cheap, copycat
versions of Japanese products. But thanks to its innovation and sound branding strategies (e.g. pulling out of old
cheap TVs from the market and pulling out of WalMart and instead choosing focus stores as its retail channel),
Samsung is now a brand that reflects quality and superior technology. These new values that the brand now stands
for allows it to enjoy a premium for its products.
2. Innovation, Leadership, and Culture – Samsung has established a culture of Marketing Innovation, as evidenced

by its Creative & Innovation Center, which encourages and rewards internal creativity. At the same time, Samsung
hires only the best people who are marketing- savvy and who are bold enough to tell the world of Samsung’s
innovation story and who are very keen in tapping and addressing key consumer insights. These, along with the
endless innovation that Samsung has been cooking up, made Samsung market leader in the categories that it
competes in.
3. Ability to connect with consumers at the right touchpoints in a creative manner – Samsung knows its consumers
well and how to best touch base with them. For instance, Samsung knows that music plays an integral role in their
consumers’ lives, with music- based features driving consumer choice in the mobile space. Knowing that music
has a young, tech-savvy crowd, and that festivals are the best places to find those consumers, Samsung treated
its consumers to concerts by the likes of Alabama Shakes, Kendrick Lamar, M83 and Fun.12 More importantly,
Samsung connects with its consumers in a creative manner. For instance, Tough Mudder, Samsung’s activation
activity for its washing machines, consisted of a muddy obstacle course participated in by 50, 000 people,
showcased the power of its laundry appliance. Another great example is the “Dragon phone” which involved a
clever consumer receiving a free Galaxy S3 that is customized with a dragon drawing (see exhibits 3 and 4). All of
these creative efforts help differentiate Samsung in an intensely competitive market. By having strategic
consumer touchpoints, Samsung’s brand awareness is improved, ultimately landing the brand at the top of its
consumers’ minds and
4. Employing a consumer- benefits approach – Samsung continuously tries to make its brand more relevant to
consumers. Thus, it keeps on identifying problem areas in the consumers’ lives and innovatively comes up with
features that provide solutions to the consumer. Moreover, Samsung goes the distance by translating their
products’ high- tech specs into something that is easily understandable by its consumers. For instance, Samsung
consolidates the processor, battery, and memory specs into a simple statement: powerful performance. Finally,
in its advertisements, Samsung clearly gives examples on how the features can be used (e.g. for shopping, for
dating, for meeting new people, etc.). Focusing on how its products can benefit consumers cultivates a deeper
emotional connection to its consumers.
5. Smart partnerships – Samsung’s partnership with the Olympics committee allows it to showcase its superior
technology to the entire world. Also, Samsung’s partnership with celebrities and icons such as LeBron James,
Usher, and Jay Z prove to be a perfect fit as these ambassadors evoke an image that is compelling and is consistent
with Samsung’s brand.
6. Bold campaigns – One of the most talked- about Samsung campaigns is the “Next Big Thing is here” (with the
Galaxy S313 and the Galaxy Gear14 – see links for the actual ads) which communicates the message that Samsung’s
technology is superior than the rest and that the next big things that other brands are promising the market are
already in fact present in Samsung’s products. These campaigns establish Samsung’s superiority and makes the
consumers of other brands re-think their purchase decisions.
Weaknesses
1. Awkward tagline – Samsung Galaxys S3’s tagline, “Designed for Humans” was meant to communicate the
brand’s total market strategy, but users all over the world found it awkward and has been the butt of internet
jokes (see exhibit 5).
2. Brand Dilution – Although Samsung has its reasons for utilizing a single brand strategy, it still brings a possibility
of brand confusion among its consumers. Some consumers may find it weird to own both a Samsung Galaxy Note
handset and a Samsung washing machine.
Key issues / challenges for the brand
1. Tarnished brand image – In the past years, Samsung has been entrapped in a legal battle with Apple. Although
the idea of Apple actively suing Samsung for patent infringement sort of hints that Apple considers Samsung as
an equal and a legitimate threat, it still tarnishes Samsung’s brand image. Some potential buyers shy away from
Samsung, thinking that it is just copying Apple’s products.
2. Brand loyalty is not that evident – As mentioned earlier, the purchasing decision for mobile devices usually
begins with a choice between the Apple operating system and Android. In the Android space, Samsung is
undoubtedly the top of mind choice, given its exceptional track record for performance and quality. However, in
the event that an Android competitor, say LG, releases a product that is better than Samsung, there is nothing
that stops the buyer from choosing LG over Samsung because of the absence of switching costs.
3. Imitable Points-of-Difference – The key factors that differentiate Samsung (innovation, design, and quality) from
its competitors are imitable and difficult to sustain, especially in an industry known for its cutthroat competition.

Future Brand Strategy and Implementation

1. Position Samsung as the new, hip brand.
 Rationale: One of the key factors for Apple’s success is its hip brand image. Because of its breakthrough
products (such as the iPod and iPad), its sleek design and user interface, and a rebellious brand image,
Apple has managed to foster a cult- like following over the years, as evidenced by loyal fanboys camping
outside Apple stores days before product releases. Moreover, because of its price point, Apple has also
managed to evoke a sense of exclusivity for its brand. Because of this hip and exclusive brand image,
naturally, millions of non- Apple users aspired to be part of the Apple clan and eventually bought their
own Apple products. Currently, Apple no longer has that rebel appeal; it has now become a mainstream
brand – so mainstream that it now serves a diverse market, ranging from toddlers to grandparents.
Because of this, Samsung has a chance to beat Apple at its own game and become the new, hip brand.
 Critical Success Factors: Although Samsung currently employs a total market strategy, i.e. marketing to
almost everyone, Samsung should start intensifying its marketing and branding efforts to secure the youth
segment. Tapping the youth segment and gaining a critical mass of young consumers will reinforce the
hip image.
 Implementation:
Sponsor/ organize events catered to the lifestyle of the youth – First, Samsung can sponsor
Coachella- like festivals. Thousands of young people flock these music and arts festivals, and
sponsoring events such as these is a great opportunity for Samsung to not just showcase its
superior technology but to also be associated with something that is ultra-hip. Aside from music
 and arts festivals, Samsung can also organize themed pub crawls. Pub crawls involve hitting
multiple pubs in a single night. To gain more attention, Samsung can hold a huge, simultaneous,
global pub crawl on Halloween – that one night people look forward to dress up and party the
night away with their friends. Finally, Samsung can also host College house parties – an event that
establishes a more intimate connection with the youth, the market segment that Samsung is
trying to capture and own.
o For its upcoming product releases, Samsung should step up the design a couple of notches higher,
one that appeals to the design preferences of the youth. The critical factor is that these new
products should find the perfect spot between ease and complexity of use. The products should
be easy enough to be used by tweens (10- 12 years old) but complex enough to ward off people
from the older demographics (grandparents) from using it. The rationale behind this is based on
Facebook: some young people are beginning to stay away from Facebook because their
grandparents have begun to add them as friends and post LOL’s on their walls (totally uncool).
o Select brand ambassadors that have the same image and values as the youth. Maroon 5-
frontman Adam Levine, supermodel Miranda Kerr, and NFL quarterback Tim Tebow can be
potential brand ambassadors. Aside from getting these icons to endorse Samsung, Samsung can
also create a line of mobile accessories designed by these icons.
2. Make the brand more relevant to the consumers’ lives
 Rationale: A product, no matter how technologically- advanced it may be, as long as it doesn’t make the
consumers’ life better will not be successful. A lot of companies nowadays, especially those in the
technology industry, come up with undoubtedly amazing products but can’t seem to build a strong
connection among consumers because of this. Thus, every product released by Samsung should always
have the end consumer in mind. Samsung should stay away from useless innovation and extend its Galaxy
S4 campaign of being a “life companion” to the entire brand. Once it has indeed achieved its goal of
becoming the consumers’ life companion, the key Points-of-Difference for Samsung will be sustained and
the brand will live beyond its products. Samsung’s mantra should then be to “Find big AND small problems
in the consumers’ lives. Solve them.”
 Critical Success Factors: There has to be consistency when it comes to the product features’ in everyday
living – all of the features’ benefits to consumers should be evident and ingenious (“aha” innovation;
make consumers think why other companies haven’t come up with these before). Finally, Samsung must
be able to deliver on its promises.
  Implementation:
o Upgrade the S Voice and make it way better than Siri – There should be a dramatic improvement
for the S Voice. Currently, the value it gives consumers is at par with what they’re getting from
Siri. Samsung should make the S Voice more accent- friendly. It should also be able to support
multiple languages, not just English. These two areas are what consumers are looking for in a
digital personal assistant. In fact, a lot of Apple users aren’t using Siri at all because of these
limitations. Taking the S Voice to new heights will make Apple users, however loyal they may be,
a good enough reason to consider Samsung the next time they buy a smartphone. More than
that, if Samsung is able to revolutionize the digital personal assistants space, non- Apple and non-
Samsung users will have Samsung as their top-of-mind choice when they buy a smartphone.
Campaign ads and activation activities should be done in a global scale to evoke that image of
Samsung embracing the world as a whole.
o Samsung should develop built- in apps on its smartphones that are useful for its consumers. Since
Samsung has been positioning itself as a lifestyle brand, it can, for instance, create an app which
looks at your location (GPS- based) and recommends places to dine in, bars for unwinding, malls/
stores to shop at, movie houses nearby and consolidate screening information, as well as spots
they can visit (especially helpful for tourists). The app will also ask the consumers how much their
budget is, as well as look at past information, so that the app’s recommendations will be
something that the consumers would enjoy. For this, Samsung can organize an Amazing Race-
type of event in which participants can jump from one lifestyle place to another, based on the
clues and recommendations given by the app. Aside from that, Samsung can build its own job-
hunting app that consolidates job postings from different job search engines and add in some
functions that track postings, interview dates, etc. For this Samsung can sponsor a job fair – this
is the perfect place to find active job seekers. In this job fair, Samsung will showcase how its app
works.
3. Create the Samsung ecosystem
 Rationale: As mentioned earlier, a key issue for Samsung is brand loyalty. Consumers are relatively free
to choose whichever brand fancies their taste. Moreover, Samsung’s Points-of-Differentiation from other
companies are imitable. Although Samsung’s products are top notch, there is always a possibility of
consumers switching to other brands. That’s why it is important for Samsung to come up with an
ecosystem that serves as a switching cost for its consumers. These switching costs that are too significant
to ignore plus the brand image of being a life companion will help Samsung secure a more stable footing
in its consumers’ minds and hearts. One of the things that make Apple so successful is the ecosystem it
 built for its products. Samsung can do the same, i.e. to build its own ecosystem. But Samsung is in a better
position to do so because of its very diverse product categories – it not only has phones and TVs, but it
also has smart cameras and home appliances. The ecosystem that Samsung has the potential to build is
so much more practical and life- changing than Apple’s.
 Critical Success Factors: The ecosystem that Samsung will build should be practical. The convergence of
Samsung’s products which act as pieces in the ecosystem should make sense in relation to one another
and should reinforce Samsung’s brand image of it being a life companion for its consumers and that
Samsung is in the business of making lives better, otherwise, it will only look as if Samsung is doing a
horrible job of cross- selling their products. Samsung’s mobile devices, most especially its smartphones,
will be key in this strategy as these are what consumers are considering as its life companion the most.
 Implementation:
o Samsung should start with the home. In the fast- paced world that we are living in, the
management of a home is something that consumers should not have to worry about anymore.
This is where Samsung comes in. For instance, Samsung can improve home security by installing
its smart cameras on Samsung appliances that are present all over the home (i.e. refrigerator/
microwave in the kitchen, TV and air conditioner in the bedroom and/ or living room, washing
machine in the basement or backyard). These cameras will be connected to the consumers’
mobile devices via a built-in app and will serve as CCTVs so that consumers will be able to monitor
the security of their homes while at the office or while they’re on a vacation on the other side of
the globe. To showcase the functionality of this Samsung home security system, it can build
showcase rooms in home- related shops.
o Samsung can also revolutionize the grocery shopping experience for its consumers. The grocery
delivery business Home Plus (backed by UK-based Tesco) launched high-res photos of store
shelves on the walls of subways, complete with QR codes. Commuters could scan codes and order
their groceries en route.15 Samsung has to install a small QR scanner on its refrigerator so that
anytime the person consumes something from the refrigerator/ from the pantry, he can scan it
and it sort of acts as an inventory management system for the consumer which is again linked to
his mobile device via a built- in app so the next time he goes to buy some groceries, he would
know what to buy and in what quantities. The same can be applied in cooking. When a consumer
googles a recipe on his mobile device, his device will automatically access his inventory
management system app and will alert him which items in the recipe list are present in his home
so that he knows what exactly to buy.
Exhibits

Exhibit 1. Samsung’s brand value compared to the brand value of the Technology Sector as a whole
(Source: www.interbrand.com)

Exhibit 2. Samsung’s Consumer Electronics products (Source: company website)

 Exhibit 3. Facebook conversation between Samsung Canada and a loyal Samsung consumer.
(Source: http://www.reddit.com/r/funny/comments/u3cjd/well_samsung_canada_has_won_me_over/)
 Exhibit 4. Samsung Canada’s surprise gift to its clever consumer
(Source: http://www.theglobeandmail.com/report-on-business/small-business/sb-marketing/when-social-
media-marketing-goes-right/article4209875/)

Exhibit 5. Internet users making fun of Galaxy S3’s tagline

(Source: htttp://www.9gag.com)
References
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company website
2
company website
3
Matthew Chung, Brands of the Year: Samsung builds up its street cred, http://strategyonline.ca/2013/
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4
http://interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013.aspx
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www.bloomberg.com
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http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-
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Jacob Siegal, Samsung sales surpass Apple in quarter before iPhone 5s, 5c release,
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Jacob Siegal, Brand survey shows simplicity is the secret to Samsung’s success,
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Rajeshni Naidu-Ghelani, Is Samsung Closing the Image Gap With Apple?, http://www.cnbc.com/id/100425677,
January 31, 2013.
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Elizabeth Kovar, 10 Sexiest Cities, http://www.pacsafe.com/blog/10-sexiest-cities/, August 30, 2013.
12
THE YEAR IN MUSIC 2012: BRANDING). (2012). Billboard, (46). 28.
13
http://www.youtube.com/watch?v=QR8A3T6sPzU
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http://www.youtube.com/watch?v=f2AjPfHTIS4
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Grocery - IRELAND, J. (2013). Mobile marketing: its perks & perils. New Zealand Management, 60(3), 54-55.