Samsung Brand Audit

Topics: Brand, Mobile phone, Brand management Pages: 14 (3052 words) Published: July 22, 2013
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Samsung cares about people. Samsung makes life easier. Samsung creates cool technologies. Samsung.com

History
Samsung has a very long history dating back to the 1940s. . Firstly, Samsung Store was founded by Lee Byung Chull in 1938 as a small company. This is the beginning point of a worldwide known brand, Samsung. Korean War is the turning point for this small company. After the war, Samsung Company was developed in many different fields and this brought prosperity. During its history, Samsung was supported by many people and associations and sometimes by government. The regime of the years between 1960 and 1970, it was one of the brightest periods of Samsung. It was supported against foreign companies. Samsung Electronics was established in 1969 in order to provide an engine of future growth for the Samsung Group. Though the electronics industry seemed promising in the 1960s, none of the Korean firms had advanced technology. After its foundation, Samsung worked in many fields related with electronics, mechanics and telecommunication. Different fields brought fame and success to Samsung. For Samsung Electronics, 2003 was a watershed year. It successfully positioned itself as one of the world’s best mobile phone manufacturers and its products were featured all over the media. Many were calling its mobile phones as “the best gift for Christmas” or “the Mercedes of mobile phones.”

Samsung’s achievements were particularly remarkable considering that its primary focus had previously been in semiconductors and home appliances. Indeed, when it first made the decision to enter the mobile phone business, industry observers viewed the move as foolhardy and reckless. But, much to their surprise, Samsung’s foray into the market turned out to be a great success, contributing significantly to the company’s profit growth and brand reputation.

Global Marketing

Global market is a place that Samsung has an important role. Samsung’s clever marketing strategies played an important role in lifting Samsung’s image from that of a low-end manufacturer to that of a global digital technology leader. For effective global marketing and branding, Samsung established a new organization to deal with its integrated global marketing activities. Eric B Kim, who used to work at IBM, was recruited to lead the Global Marketing Department. One of his most important decisions was to cease all existing contracts with 55 advertising agencies and to sign a $400 million contract with one ad agency, FCB Worldwide. Since then, Samsung has unveiled a series of corporate branding campaigns and the slogan, “Samsung: Everyone’s invited.” Since the very first days of Samsung, the company worked hard and it brought many innovations to our lives. Now it is not only a brand. It is brand of many different devices, machines, it is sponsor of many teams and it is a worldwide known company. One of the most important fields that Samsung dominates is mobile world.

Brand attributes

Throughout the years Samsung has maintained the high quality and innovation in their products, which make Samsung different and successful brand. Following are the attributes of Samsung which make Samsung world’s number 1 brand.

1.Stylish

2.Cool

3.Unique

4.Reliable operating system

5.Innovation

6.Intuitive

7.Retina display

8.Multi-tasking

9. Colorful

10. Trustworthy

Samsung Brand Portfolio

A successful brand begins with a clear understanding of who, what, and why of the company. Samsung call it their brand ideal. This enables everyone to internalize what the brand stands for and live the brand. Samsung includes different technological brands, with premium pricing strategy. All the brands are very successful in the market, especially the Tablets, smart phone, laptop. Convergence will...
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