The document provides an analysis of brand tracking for Samsung. It finds that the majority of respondents are aware of the Samsung brand and find that the serviceability of Samsung products is better than others. Some limitations in the analysis include a lack of data from multiple market areas and uncooperative respondents. The analysis finds positive but insignificant relationships between brand tracking and brand performance, personality, and judgment. It recommends Samsung focus on improving smartphone quality and focus marketing efforts more narrowly on smartphones. In conclusion, Samsung maintains a strong market position though facing increased competition.

1. Welcome
to
our presentation

2. Report title: Brand tracking of Samsung

3. Introduction
A brand is creating a name, symbol or design that identifies and differentiates a
product from other products so that it is easily known by the people. The
objective of a brand is to set a product or service different from others of its
kind, and influence the consumers to choose the product over similar products
simply because of its associations. Brands can be local or foreign. Every
consumer holds their perception on brands based on the information they attain
from many sources. Consumer perception is a way to know people’s
psychology that comprises of awareness and consciousness about a company
and the products offered by the company as well

4. Objectives
 To know about the brand awareness and brand image of
SAMSUNG.
 To know the present performance level of the SAMSUNG.
 To know about the personality of the brand.
 To know about the judgment of personnel regarding of SAMSUNG.

5. Methodology
 Population size
 Sample size
 Source of Data
 Data Analysis

6. Limitations
 Lack of experience of preparing such type of term paper.
 We are not able to survey in several market areas.
 The respondents are not so much willing to give the information.
 The respondents are not so much experienced to give the
information.
 Lack of relevant evidences that can help to track an individual
product through brand awareness and rand image

7. Conceptual discussion
Brand
A brand is a name, term, sign, symbol or design, or a combination of
them, intended to identify the goods or services of one seller or group
of sellers and to differentiate them from those of competitors. A brand
is a set of memories. It’s a feeling or a perception. A brand is not a logo
or advertisement.
Brand Management
Brand management is the understanding of the important issues in
planning, implementing, and evaluating brand strategies.
Brand awareness
Brand awareness consists of Brand Recognition and brand recall.

8. Brand recognition
Brand recognition relates to consumers ability to confirm prior
exposure to the brand when given the brand a cue. In others word,
brand recognition requires that consumers can correctly discriminate
the brand as having been previously seen or heard. When consumer
will go to store, able to recognize that they have been already exposed
Brand Recall
Consumer ability to retrieve the brand from memory when given the
product category, the needs fulfilled by the category or a purchase or
usage situation as a cue. In others word, brand recall requires that
consumers correctly generate the brand from memory when given a
relevant cue.

9. Brand Equity
The brand equity is a set of brand assets and liabilities linked to a
brand, its name and symbol that add to or subtract from the value
provided by a product or service to a firm and / or to the firm’s
customers
Brand Image
Brand image is customer concept. It is what drive customer behavior.
Attitude is a very important concept in consumer behavior. It is the
Consumer’s perception towards a brand. Creating a positive brand
image takes marketing programs that link strong, favorable and unique
associations to the brand in memory.
Brand Performance
Brand performance describes how well the product or service meets
customer’s more functional needs.

10. Brand personality and values
Through customer experience or marketing activities, brand may take
on personality traits and like a person appear to be “modern” “old
fashion” “lively” or “Exotic”.
Five dimension of brand personality are:
 Sincerity (Down to earth, honest, wholesome and cheerful)
 Excitement (Daring, spirited, imaginative, and up to date )
 Competence (Reliable, Intelligent, Successful)
 Sophistication (Upper class and charming)
 Ruggedness (Outdoor and tough)

11. Description
Descriptive Statistics
N Minimum Maximum Mean
Std.
Deviation
I am aware of the brand 30 2.00 5.00 3.7333 .86834
I can recognize the brand
easily 30 3.00 5.00 3.9333 .58329
I can retrieve the brand from
memory of the brand. 30 3.00 5.00 4.0000 .74278
Brand attribute are good
enough 30 3.00 5.00 3.9000 .71197
Brand is giving lots of benefits 30 2.00 5.00 4.1000 .88474
I like the brand is very much 30 2.00 5.00 3.5333 .89955
Brand is making useful
advertisements 30 3.00 5.00 3.8333 .64772
Brand is reliable to the
consumer 30 2.00 5.00 3.8000 .76112
Serviceability of the brand is
better 30 2.00 5.00 4.2333 .85836
Brand durability is better than
others 30 2.00 5.00 3.7000 .83666
Sincerity 30 3.00 5.00 3.6000 .72397
Excitement 30 3.00 5.00 4.2000 .48423
Competence 30 3.00 5.00 4.1333 .77608
Sophistication 30 2.00 5.00 3.9667 .88992
Ruggedness 30 2.00 5.00 3.9000 .75886

12. Interpretation
The first output from the analysis is a table of descriptive statistics of superior for all
the variables under investigation. Typically, the mean, standard deviation and number
of respondents (N), Minimum and maximum who participated in the survey are
given. But we mainly focused on the mean and standard deviation. Looking at the
mean, one can conclude that “Serviceability of the brand is better” are satisfied is the
most important variable and superior show more responds in this question in addition
it has the highest mean of 4.2333 but looking at the standard deviation “Brand is
superior” variable is less important because it has the highest standard deviation of
1.04 that indicates there are few number of respondent on this variable.
Brand quality is good 30 3.00 5.00 3.5667 .56832
Brand Credibility (expertise,
trustworthy, likeability) 30 3.00 5.00 4.0333 .55605
Brand Consideration for
consumers 30 2.00 5.00 3.8000 .84690
Brand is Superior 30 2.00 5.00 3.5000 1.04221
Valid N (listwise) 30

13. Interpretation
The relationship between brand performance and brand Tracking is positive and
statistically insignificant. The relationship between brand personality and brand
Tracking is positive and statistically insignificant. The relationship between brand
judgment and brand Tracking is positive and statistically insignificant.
Correlations
Tracking Performance Personality Judgment
Tracking Pearson Correlation 1 .655** .379* .445*
Sig. (2-tailed) .000 .039 .014
N 30 30 30 30
Performance Pearson Correlation .655** 1 .322 .509**
Sig. (2-tailed) .000 .082 .004
N 30 30 30 30
Personality Pearson Correlation .379* .322 1 .741**
Sig. (2-tailed) .039 .082 .000
N 30 30 30 30
Judgment Pearson Correlation .445* .509** .741** 1
Sig. (2-tailed) .014 .004 .000
N 30 30 30 30

14. Frequency distribution
I am aware of the brand
Frequency Percent Valid Percent
Cumulative
Percent
Valid D 2 6.7 6.7 6.7
N 10 33.3 33.3 40.0
A 12 40.0 40.0 80.0
SA 6 20.0 20.0 100.0
Total 30 100.0 100.0
40% of the respondents are agree and 33.3% of
the respondents are neutral with this statement.
Comment: people are aware of the brand

15. 40% of the respondents are agree and 33.3% of the respondents are
neutral with this statement.
Comment: people are aware of the brand
I can recognize the brand easily
Frequency Percent Valid Percent
Cumulative
Percent
Valid N 6 20.0 20.0 20.0
A 20 66.7 66.7 86.7
SA 4 13.3 13.3 100.0
Total 30 100.0 100.0

16. 46% of the respondents are agree and 26.7% of the respondents are
neutral with this statement.
Comment: consumers can retrieve the brand easily
I can retrieve the brand from memory of the brand.
Frequency Percent Valid Percent
Cumulative
Percent
Valid N 8 26.7 26.7 26.7
A 14 46.7 46.7 73.3
SA 8 26.7 26.7 100.0
Total 30 100.0 100.0

17. 50% of the respondents are agree and 30.3% of the respondents are
neutral with this statement.
Comment: Brand attribute are good enough for consumers
Brand attribute are good enough
Frequency Percent Valid Percent
Cumulative
Percent
Valid N 9 30.0 30.0 30.0
A 15 50.0 50.0 80.0
SA 6 20.0 20.0 100.0
Total 30 100.0 100.0

18. Findings
 Majority of the people are aware of the brand.
 Serviceability of the brand is better than others
 Brand is making useful advertisements which get consumers
attention.
 Consumers can retrieve the brand whenever they are on a
purchasing situation
 Potential brands are giving too much competition to this brand
 Brand is superior as far as respondents are concern
 Brand has low pricing advantage.
 The profit margin is lower because of too many products

19. Recommendations
 Samsung brand must try to improve their quality of smart phones
much further.
 Samsung should focus more on the smart phones rather than the
other products in order to stay among the potential brands

20. Conclusion
Samsung is one of the leading MNC brands in Bangladesh and as a
leading brand it holds the major features to capture market. Its brand
image is electronics of common people. Majority of the people are
aware of the Samsung. They can easily recall it. Retailers need not to
make pushing sell for it. Though too many new competitors are now
available in the market, Samsung holds the major market share. So,
overall it can be said that Samsung is at a strong position in market.

21. Thank you