Building Brand Architecture Report : Samsung vs Oppo

Introduction

This report written to examines the brand architecture between two brands which is
Samsung versus Oppo in the smartphone and technology market. The two brands was
choosen cause of their popularity brand that use in Indonesia market and of course have
similar market and yet have different brand personalities. The two brands have valuable
brand in smartphone market, and this report will compete the difference in brand
architecture of these brands. And of course the goal is to observe and get the insight
how consumers in Indonesia can have significantly different perceptions of and
relationships with very similar products owing to the differences in brand architectures.

Brand Architecture

Develop brand pyramids for both brands

 Brand Architecture for Samsung

Brand Core/Essence : Change, worthy, Vitality and

Excellent

Brand Personality : Creative, Innovative and Competitive

Emotional Benefits : trustworthy, premium

Product Benefits : High technology

Product Attributes : Great AI, Worth processor, elegant

design
 Brand Architecture for Oppo

Brand Core/Essence : Vitality, Camera goddess

Brand Personality : Competitive, Young, Energetic

Emotional Benefits : Sense of premiumness at low

cost, Memory Capture

Product Benefits : High performance camera,

low cost

Product Attributes ; High Resolution Camera,

Oppo Android system update

Brand Comparison
As the data shown above, the two brands compete in very similar markets. Also
both brands place high value on product performance and quality.
However, differences in brand personality appeal to very different target
audiences in the same market. Samsung has always prided itself on the
excellence and innovativeness of their products, which it presents through sleek
designs and at affordable prices for some products. On
on the other hand, Oppo attracts its audience with the high-level camera
sophistication technology it offers with its products. When
Samsung creates a sense of trust for its customers, Dell provides memory value
in every photo they capture using Oppo to its customers.
Samsung targets the lower-middle to high-end market, and its customers are
usually not price sensitive. There are several options to choose from, but brand
loyalty is very high. Oppo offers a wide variety of smartphone models with
different levels of camera sophistication at affordable prices, and has something
for every section of the market. It allows its customers to control prices through
a customization model. Oppo customers generally tend to be more
 technologically savvy with the content (image or video) they need. Due to
differences in technological expertise, Samsung products are products with
durable technology. On the other hand, Oppo relies more on its camera
technology. Thus, the two brands serve the purpose of sharing the company's
revenue through two different drivers.

Brand Value
Interbrand ranked Samsung as the largest brand value ever, amounting to USD
62.3 billion. Despite current challenging business conditions for companies
globally, Samsung was able to record a 2% increase in brand value, from USD
61.1 billion in 2019 to USD 62.3 billion this year. The company has recorded
consistent growth in brand value, starting from the 43rd position in 2000, when
Interbrand began publishing the Best Global Brands rankings. In 2012, Samsung
entered the top 10, then continued to rise to 6th in 2017, and 5th in 2020.

*Samsung Electronics' brand value growth

Which Samsung has some technology that affect their brand value;
 Rapid response to COVID-19 through an integrated global CSR program
 Company-wide activities dedicated to sustainable development
 Continuous launch of innovative products including Galaxy Fold, The Terrace
and BESPOKE refrigerators
 Consistent investment to lead the development of advanced technologies, such
as Artificial Intelligence (AI), 5G and Internet of Things (IoT) (Source:
Interbrand, 2017)

OPPO became the pinnacle of smartphone brand minds among Indonesian

consumers through a survey held in 6 major cities in Indonesia. This assessment
is also measured based on several points including Market Dominance,
Longevity, Goodwill, Customer Loyalty and Overall Market Acceptance. This
assessment also involved more than 20 million consumers in the high-end and
middle-class markets.
OPPO has received the Top Brand 2021 rating with an assessment measured
based on several points including:
1. Mind Share (Achieving a brand in terms of top of mind awareness
2. Market Share (achievement of a brand in terms of user preferences
3. Commitment Share (achievement of a brand in terms of future usage
preferences)

But the exact brand value of the two companies cannot be ascertained or
calculated precisely, because I have no other data such as production costs by
which we can know how much extra each brand is charging for their brand
prominence. But we can say that Samsung is still considered a more valuable
brand based on the brand architecture and the perception they create in the
customer's mind. While on the other hand Oppo is one of the best brands in the
segment for money and sophistication of its camera technology.

Source Consulted
https://r1.community.samsung.com/t5/others/samsung-electronics-masuk-5-
besar-best-global-brands-2020/td-p/7339497
https://www.oppo.com/id/newsroom/press/oppo-raih-top-brand-2021-kategori-
smartphone/
https://www.indonesia-investments.com/news/todays-headlines/which-brands-
dominate-the-smartphone-market-in-indonesia/item7152