How strong is the Samsung brand? Can Samsung pass Sony and became a top ten global brand?
The strength of Samsung brand emanates from the brand management strategy adopted over a period of time through the various efforts undertaken by the company such as intensive R&D, good supplier relations,SCM,vertical integration, digital product innovation, etc. and the excellent Digit All campaign ..
For domestic market, it had a dominant position.
In the case of International markets, Samsung implements a multibrand, multisegment strategy.
The brand is at different stages of development in different country markets.
In the US
• Samsung brand is at the turning-point stage. ( awareness is good, generating significant demand in some product categories, but where the brand image had to be re-inforced to improve repeat-purchase probabilities
• Seen by many consumers as a value brand
• Increasingly viewed by consumers and trade partners alike as reliable, up-and-coming, credible, etc.
In Europe
• Stronger image in southern countries like Spain and Italy than in northern Europe.
• Consumers in these countries don’t have entrenched brand preferences as they do in Northern Europe ( Ex: Germans fiercely loyal to German brands)
Emerging Markets
• Samsung brand stronger In Emerging and developed markets.
• In Russia, Voted “people’s brand” several years in a row.
China
• Made even more progress in China, where it was transitioning from the turning point stage to the advanced stage.
• Chinese consumer values quality brands and purchasing power is largely concentrated ...