Samsung - Brand Differentiation & Positioning
With the success of its electronics business, Samsung has been recognized globally as an industry leader in technology and now ranked as a top 10 global brand.
Brand Story:
Samsung Group is a South Korean multinational conglomerate headquartered in Samsung Town, Seoul. Samsung was founded by Lee Byung-chul in 1938 as a trading company. According to Samsung's founder, the meaning of the Korean hanja word Samsung is "tri-star" or "three stars". The word "three" represents something "big, numerous and powerful". It took Samsung a lot of effort and millions of dollars to re-position themselves and reach a level that they are today.
Purpose:
Brand Symbols:
The elliptical shape of the logo symbolizes the world moving through space, conveying a distinctive image of innovation and change.
The first letter, "S", and the last letter, "G," partially break out of the oval to connect the interior with the exterior, showing SAMSUNG's desire to be one with the world and to serve society as a whole.
The blue color in the Samsung logo signifies trustworthiness, reliability, and commitment in service.
Tagline: Inspire the World, Create the future
Their goal of the vision is to become a beloved brand, an innovative company, and an admired company. For this, they’ve dedicate their efforts to creativity and innovation, shared value with their partners, and great customers. Samsung has delivered the world’s best products and services through passion for innovation and optimal operation.
Web resource: https://www.youtube.com/watch?v=hoNeR1yvnb4
Positioning of a brand starts with deciding on the customer segment that you want to target and what core proposition you want to promote to them so that you get the maximum output from it.
Samsung’s branding philosophy is built on five main aspects: innovation, cutting-edge technology, world-class designs, recruiting the world’s best talents, and internal branding.
Samsung mobiles target a broad range of customers from different age groups, different social status, and different lifestyles. They target youngsters, middle-aged as well as old age customer groups, offering smartphones for Rural as well as for urban region customers.
They offer smartphones which are economical for middle-class people and also offer high-end phones for more affluent classes. Positioning is nothing but customer perception about your brand as being different from the other brands on specific dimension including product attributes.
Samsung understood early that successful and profitable innovation had to be constantly backed by superior technology and the best designs. Samsung came up with new ideas to be more customer-focused and creative in order to establish a strong brand image in the global market. Their main focus is to make handsets with the most amazing and unique designs in order to meet their customers expectation in order to establish a strong brand image.
Differentiation is closely related to positioning. Differentiation is the process companies use to make a product or service stand out from its competitors in ways that provide unique value to the customer. Differentiation identifies a set of characteristics and benefits that make a product different and better for a target audience.
However, with the new age of technology, The competition is great. For example; Huawei, Samsung’s main Chinese rival, has soared this year. Huawei’s smartphone shipments are up around 32 percent this quarter, and the company has once again (for the third time) surpassed Apple as the world’s second largest smartphone brand. All these brand competitors are forced to Differentiate and disrupt the market in order to keep up with innovative technology production.
Differentiation is closely related to positioning. Differentiation is the process companies use to make a product or service stand out from its competitors in ways that provide unique value to the customer. Differentiation identifies a set of characteristics and benefits that make a product different and better for a target audience.
However, with the new age of technology, The competition is great. For example; Huawei, Samsung’s main Chinese rival, has soared this year. Huawei’s smartphone shipments are up around 32 percent this quarter, and the company has once again (for the third time) surpassed Apple as the world’s second largest smartphone brand. All these brand competitors are forced to Differentiate and disrupt the market in order to keep up with innovative technology production.
Point of parity: The constant innovation and high end technologies for the features and designs.
Point of differentiation:
With cut-throat competition, the visual treat of Samsung’s products has been a marked differentiator from its rivals.
Samsung started the Innovative Design Lab (IDS), an in-house academy to teach and study design. this served as the design laboratory for future Samsung product designs. The IDS concept expanded into Samsung’s current global design centers.
The introduction of Samsung Bixby Quick Commands in 2017. which is an Automation tools that can increase your productivity. Which works much like Apple's Siri. This just goes to show how far in the market they've evolved.
Recently , Samsung pulled out all the stops on the S10 Plus with a newer processor, more RAM, larger capacity battery, and two extra cameras when compared to the Galaxy Note 9. You will not find any other smartphone today that packs in as much technology and capability as the Galaxy S10 Plus and it clearly deserves the top spot.
Products like the world’s first wristwatch clamshell rotating camera phone, the largest plasma TV, the largest LCD display, the color wrist phone, the curved UHD TV, and the curved screen smartphone, all conveyed Samsung’s technological leadership globally.
With cut-throat competition, the visual treat of Samsung’s products has been a marked differentiator from its rivals.
Samsung started the Innovative Design Lab (IDS), an in-house academy to teach and study design. this served as the design laboratory for future Samsung product designs. The IDS concept expanded into Samsung’s current global design centers.
The introduction of Samsung Bixby Quick Commands in 2017. which is an Automation tools that can increase your productivity. Which works much like Apple's Siri. This just goes to show how far in the market they've evolved.
Recently , Samsung pulled out all the stops on the S10 Plus with a newer processor, more RAM, larger capacity battery, and two extra cameras when compared to the Galaxy Note 9. You will not find any other smartphone today that packs in as much technology and capability as the Galaxy S10 Plus and it clearly deserves the top spot.
Products like the world’s first wristwatch clamshell rotating camera phone, the largest plasma TV, the largest LCD display, the color wrist phone, the curved UHD TV, and the curved screen smartphone, all conveyed Samsung’s technological leadership globally.
By practicing the five-pillared brand strategy, Samsung has been successful in repositioning its brand globally. Samsung products like the Galaxy smartphone series and the Smart and Curved televisions are perceived to be technologically sophisticated and innovative. Though the repositioning strategy has been successful, it shifted focus away from creating a distinct identity.
Positioning and differentiation are connected in important ways. Effective positioning for a product or service is based on the differentiating characteristics or qualities that make the product/service better than the competition in the minds of the target segment.
Positioning and differentiation are connected in important ways. Effective positioning for a product or service is based on the differentiating characteristics or qualities that make the product/service better than the competition in the minds of the target segment.
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