BRANDING DECISIONS &

Evolution
OF APPLE & SAMSUNG
NAME : PRANAV DAGAR
ROLL NO.: 2019PBA9202
 SMARTPHONE INDUSTRY

 The smartphone market size has the potential to grow by 39.96 million units
during 2020-2024, and the market’s growth momentum will accelerate during
the forecast period.
 Smartphone Market: Segmentation by Region
APAC was the largest market for smartphones in 2019, and the region will
continue to offer the maximum growth opportunities to market vendors during
the forecast period.
 Smartphone Market: Segmentation by Technology
 The availability of a variety of features in Android phones has boosted the
popularity of Android OS among consumers.Market growth in this segment will
be faster than the growth of the market in the iOS segment.
 APPLE Inc.

 Apple Inc. is an American multinational technology company headquartered

in Cupertino, California, that designs, develops, and sells consumer
electronics, computer software, and online services. It is considered one of
the Big Tech technology companies, alongside Amazon, Google, Microsoft,
and Facebook.
 History: Apple Computer Company was founded on April 1, 1976, by Steve
Jobs, Steve Wozniak, and Ronald Wayne as a business partnership. The
company's first product is the Apple I, a computer designed and hand-built
entirely by Wozniak.
 Products: iPod, Mac Book, iPhone, iPad, Apple Watch, Apple TV, Home
Pod,etc.
 Apple’s Slogon: “THINK DIFFERENT”
 Apple Branding Strategies

Apple has three very important things in their strategy:

 1 – The company portrays a humanistic corporate culture and a strong
corporate ethics,     involvement in the community and support of good
causes. Apple’s founding ethos was power to the people through technology.
It’s always about people.
 2 – The company has a unique visual and verbal vocabulary, expressed through
advertising and product design. This is true of Apple, its products and
advertising are clearly distinguishable.
 3 – The company has created a “heartfelt connection” with its customers.
This can take several forms, from creating trust to growing a community
around a product. Apple’s products are designed for the people: “Take the
iPod, it brings an emotional, sensory experience to computing”.
APPLE STP
 Segmentation: Apple use mono-segment type of positioning appeal to a single
type of customer who are willing to pay more for technology product and
services with more advance function, design and capability.
 Targeting:

 Positioning: Apple is positioned as a premium brand in the mind of its

customers that demand and earn a premium price. It has positioned it to
target customer with less price sensitive.
BRAND PERSONALITY AND INDENTITY
 The Apple brand personality is about lifestyle; imagination; liberty regained;
innovation; passion; hopes, dreams and aspirations; and power-to-the-people
through technology.
Evolution of Apple Logo
 SAMSUNG

 Samsung (means "three stars" in English) is a South Korean multinational

conglomerate headquartered in Samsung Town, Seoul. It comprises numerous
affiliated businesses, most of them united under the Samsung brand, and is
the largest South Korean chaebol (business conglomerate).
 History: Samsung was founded as a grocery trading store on March 1, 1938,
by Lee Byung-Chull. He started his business in Taegu, Korea, trading noodles
and other goods produced in and around the city and exporting them to China
and its provinces.
 Products: TVs, tablets, smartwatches, virtual reality headsets, home theater
and audio, desktop computers, laptops, monitors, printers, memory devices,
home appliances and security/monitoring systems, etc.
 Samsung Slogan :"Inspire the World, Create the Future"
Brand Positioning and Identity
 Samsung brand Positioning , once known to be the low-quality service
provider of all time is now one of the leading mobile companies of the world.
Samsung came up with new ideas to be more customer-focused and creative
in order to establish a strong brand image in the global market. Rather than
making normal or usual handset devices, they started to produce smartphones
to catch up with their competitors.
 Brand Identity:
Samsung STP
 Segmentation: demographic by age.
1. Middle age group
2. Teenagers
3. Executive class
 Targeting: trendy young people, professionals, common cell phone users.
 Positioning: it has branded it self as a synonym for quality,
it focus more on real margin that comes from mid end to high end segment
Evolution of Samsung Logo