BRAND REPORT CARD

Delivers Benefits Customers’ DesireSamsung develops electronic

products that answer customers’ needs.

The company emphasizes “wow”, “simple” and “inclusive” through innovative products that deliver value, ease of use, availability and affordability

Stays RelevantSamsung’s emphasis is on

innovative products, state-of-the-art, and cutting edge technology. This insures that its products are relevant to consumers. 

Price Based on Perception of Brand’s ValueSamsung strives to become a

high end product manufacturer that can charge a premium for its products. This was true for the B2B market through customization and is in the B2C market through innovation and ease of use

Properly PositionedSamsung differentiates itself

from competitors through features and capabilities of its products. It also uses the “market driven change” program to find hidden needs that help it differentiate its products in the market

Brand is ConsistentThrough the use of a single firm

to create its worldwide advertising, the brand has a consistent image

Brand Portfolio and Hierarchy Make SenseAll initiatives are done under the

digital convergence umbrella. This insures that all products line up correctly in the market. Driving to attain digital convergence would mean that some products will become obsolete and re-evaluation of the product offering has to take place periodically

Marketing ActivitiesAll marketing activities are

coordinated through its GMO marketing division

Understand Customers’ Perception of the BrandMarket research and analysis

have taken place and the different perceptions of the brand in different countries and across product lines are understood

Proper SupportTop management is committed to

enhancing the brand’s value. There is a challenge in

convincing the division managers to align

Brand Audits and AssessmentResearch on the brand’s value

has been done by an independent consulting firm. Samsung has a clear and unbiased assessment of its brand value. It also continues to collect information about trends and perceptions in the marketplace

Bar Chart

STRENGTHS 1. Hardware integration with many open source

OS and software2. Excellence in engineering and producing

hardware parts and consumer electronics3. Innovation and design4. Focus on environment5. Low production costs6. Largest share in mobile phones and 2 place

in smartphones sales7. Ability to market the brand

WEAKNESS1. Patent infringement2. Too low profit margin3. Lacks Innovation4. Lack its own OS and software5. Focus on too many products6. Almost similar models across ranges