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  • Branding 1611180002

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    Mahdia Binta Kabir
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    Samsung is a South Korean technology giant headquartered in Suwon, South Korea. It was founded in 1969 and is known for consistent quality service and recognition as the 7th best global brand. Samsung positions itself as a market leader in mobile and smartphone markets through low prices, innovative features, and a focus on personalized experiences. The company utilizes brand elements like its name, logo, slogan, and brand ambassadors to build brand equity and resonance.

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    BRANDING_1611180002

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    Samsung is a South Korean technology giant headquartered in Suwon, South Korea. It was founded in 1969 and is known for consistent quality service and recognition as the 7th best global brand. Samsung positions itself as a market leader in mobile and smartphone markets through low prices, innovative features, and a focus on personalized experiences. The company utilizes brand elements like its name, logo, slogan, and brand ambassadors to build brand equity and resonance.

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    1 views19 pages

    Branding 1611180002

    Uploaded by

    Mahdia Binta Kabir
    Samsung is a South Korean technology giant headquartered in Suwon, South Korea. It was founded in 1969 and is known for consistent quality service and recognition as the 7th best global brand. Samsung positions itself as a market leader in mobile and smartphone markets through low prices, innovative features, and a focus on personalized experiences. The company utilizes brand elements like its name, logo, slogan, and brand ambassadors to build brand equity and resonance.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 19

    BRANDING

    THE SOUTH KOREAN TECH GIANT

    MAHDIA BINTA KABIR


    ID: 1611180002
    History
     Headquarter in Suwon, South Korea,
     It started its journey in January 13, 1969.
     Founder: Lee Byung-chul
    Brand equity
     Consistent quality service and recognition as 7th best global brands in
    the world.
    Brand Positioning

     To be a market leader in whole


    mobile and smartphone market.
    (second highest according to
    InterBrand)

    Point of Parity: low end product


    price, features and designs.

    Point of differentiation: humanized &


    better personal experience. (S6 with
    a curved screen, the family hub
    refrigerator)
    Brand Elements

     Brand name: Samsung

     Brand logo:

     Slogan: "Imagine the amazing things we can build.“

     Characters: James Magnussen(athlete), David Beckham (athlete),


    Maria Sharapova (athlete), Lee Kwang Soo (actor in South Korea),
     URL: http://www.samsung.com
     Packaging: significant blue and white color.
     Jingles: over the horizon, Samsung whistle,
    Brand Ambassadors
    Brand elements

     Memorability: Name, Logo, slogan, theme music, sponsorship


     Likability: packaging
     Meaningfulness: Slogan
     Adaptability: user friendly (android users)
     Transferable: related to other electronic product category
     Protectability: legally, Patent dispute with Apple
    Brand Resonance
    Brand Value chain

     According to Interbrand: 7th best brands in the world, (14% growth)


    Sponsorship
    Rio 2016 Olympic
    Sponsorship
    Experiential Marketing

     https://
    www.wsj.com/articles/samsung-explains-why-its-betting-on-experiential-marketing
    Relationship Marketing
     Samsung was named as the most shared brand of 2013 during Unruly's
    inaugural Video Sharing Awards (VSAs)

    https
    ://econsultancy.com/blog/64064-how-samsung-owns-social-video-with-youtube-and-vi
    Presence in Facebook
    Samsung Electronics YouTube Channel
    Samsung Mobile YouTube Channel
    Challenges

     Presence of POP
     Powerful rivals
     Legal disputes
    Recommendation

     POD
     Default software
     Artificial intelligence
     CSR
     Presence in social media
     Product extension
     Develop R&D

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