samsung brand awerness and positioning

1. Possible Samsung Brand Association

2. Samsung Brand Elements
• Name: Samsung
• URL: www.Samsung.Com
• Logo: Samsung brand has unique logo with name and blue
background.
• Slogan: The present logo of Samsung is “ Do what you can’t “
• Jingle: Never say over
• Packaging: Samsung developing and expanding Eco-Friendly
packaging
• Design: Samsung always comes with visual style and with so many
features.

3. Five Product Level Model
• Core Benefits:
• The Fundamental reason for having a Samsung refrigerator is to keep food cold. Cold
temperatures help food stay fresh longer.
• Generic Product:
• Sufficient cooling, capacity, an acceptable energy and less electricity consuming.
• Expected Product:
• Freezer, Bulb, Thermostat, Quiet not noisy, different types of shelves and antirust system.
• Augmented Product:
• Optional features might include electric touch pad controls, Four year warranty on compressor
and free repairing facility.
• Potential product:
• Silently running, completely energy self-sufficient, water dispenser – on the door, prevent
frequent opening of doors and faster cooling.

4. Brand Knowledge
• Brand Awareness
Samsung has world class innovative technology to make its smart
phones not only functional but cool to use.
• Brand Image
Brand image is consumer perceptions about a brand, as reflected by
the brand associations held in consumer memory. The associations that
make brand image for Samsung, through breakthrough product and
skillful marketing.

5. Identifying and Establishing Brand Positioning
Designing on a positioning requires determining of references (by
identifying the target market and nature of competition) and the
optimal points of parity and points of differences brand associations. In
other words marketers need to know
• who the target consumer is,
• Who the main competitors are
• How the brand similar to these competitors, and
• How the brand is different from them. We will talk about each of
these.

6. Samsung Brand Resonance Model
There are four steps of brand building which are related to each other
where in each step is contingent upon achieving the previous step.
• Who are you? (Brand Identity)
• What are you? (Brand Meaning)
• What about you? (Brand Response)
• What about me and you? What kind of associations and how much of
connection would I like to have with you?(Brand Relationship)

7. Samsung Product Strategy
Samsung invest a lot in R&D to deliver the best products to its
customers. Samsung offer a wide range of products in different product
categories. The products can be classified into five categories:
• Mobile Device
• Samsung Home Appliances
• Samsung TV/AV
• Information Technology
• Memory/Storage.

8. • Perceived Quality
• After marketing
• Samsung Pricing Strategy
Skimming Price
Competitive Pricing

9. Conclusion
Promotion play significant role in the marketing mix of the company.
Samsung believes that advertising the best form of promotion to
engage customers for long time with brand. Samsung promotes new
products through print media, digital, media, road show and invite
celebrities and sports player as a brand ambassadors to promote their
products.