Branding in

Technology Markets
 Samsung has increasingly
SAMSUNG ELECTRONICS globalized its activities
and electronics

HISTORY
1990
Samsung entered
the electronics industry

1960s
mid-1970s

Samsung entered
construction and
shipbuilding industries

Company was founded

by Lee Byung-Chul in
1938 as a trading
company
 Branding in Technology markets
What is branding?
Branding is the process involved in creating a unique name and image for a product in the
consumers mind. Branding aims to establish a significant and differentiated presence in the
market that attracts and retains loyal customer.

Branding in Technology Market is all about change.

Success in technology markets is driven by the factors:

Technological innovation
Product feature enhancements
Improving price performance
Branding in technology markets vs. Branding of Consumer Packaged Goods

Contextual Consumer Packaged Goods Technology Markets

Factors Markets
Market Characteristics Relatively mature markets with more Constantly changing markets with
emphasis on market share more emphasis on shaping demand
and creating new categories
Product Life-Cycle Long Short

Product Complexity Low-very few features High-Large number of features

Product Architecture Simple Highly Complex and Modular

Customer Behavior Simple Decision making process as well as Complex DMP and DMU
simple Decision making unit
Channels and Partner Vertical channel relationships Vertical as well as horizontal
Ecosystem channel relationship
Brand Image
innovation
Brand imaging is one of the most powerful tools
that enables a consumer to know the brand, use the
brand and talk about the brand. technology reliable

SAMSUNG
There are three facets to brand image:
Product attributes
Customer benefits dynamic fast paced

Brand personality

Brand identity
Vision: Inspire the World, Create the future

Mission: Inspire the world with innovative technologies, products, designs that enriches peoples lives and
contribute to a socially responsible and sustainable future

Samsungs value proposition: Innovation, Design, Quality and Price

Brand Personality
Brand personality is a set of human characteristics that are attributed to a brand name. A brand personality is
something to which the consumer can relate; an effective brand increases its brand equity by having a consistent
set of traits that a specific consumer segment enjoys.

Samsung also is known for its sense of style and looks because
of its thin, trendy smartphones which everyone likes to carry or
a sexy, cool electronic gadget which people may show off.

The quality of Samsung phones in this regard is simply

impeccable and they are like a person with both beauty outside
along with a stunningly performing brain on the inside.

Samsung is such a brand which we can associate with making

our lives easier since they are extremely user friendly and
usable in nature.
Vectors of differentiation and Brand positioning
A vector of differentiation (VOD) represents a unique way in which a particular brand
will be successful over several generations.

Samsungs VOD is innovating new products with latest technology that increasingly
makes consumers lives easier, efficient and more productive.

Samsung came up with products that constantly increased their breadth of functionality.

Brand positioning statement: Samsung embodies style and technology for the young professional, with its cutting-edge
design and superior connectivity features.

Points of parity: high-end technology and constant innovation

for its products and features.

Points of differences: To give a better personalized experience

by combining customer insights with the best technology.
Galaxy S6 which comes with a curved screen, a completely new
concept in the smartphone market
 Marketing campaigns of Samsung
Welcome to more Most innovative
company-We
make what cant
be made
Wonder of Samsung
Technology at its
best- Samsung
Samsung Galaxy-Its not a
gift, Its a
Designed for humans possibility

Total Consumer
Experience-
Life companion Samsung service
India

Rethink what a phone

can do
 FEATURES, FUNTIONAL ATTRIBUTES AND EMOTIONAL BENEFITS

Higher Amount of Warranty Period

Equal Features like I-Phone in a
more affordable range
Good Customer Service
ECONOMIC
BENEFITS

Fast Charging, Really Fast SAMSUNG Wireless Charging

GALAXY S6
Share with Contacts Camera, Now
The Kitchen Sync Look Sharp
Smart Manager Better Storage
Serious Multitasking
FUNCTIONAL
Raw Power ATTRIBUTES
FEATURES
Thought Leadership
A Thought Leader is an individual or firm that is
recognized as an authority in a specialized field and
whose expertise is sought and often rewarded.
Thought leadership is often used as a way of increasing
or creating demand for a product or service.

It involves associating the brand with an opportunity arena which is a functional set of all market in the future.

SAMSUNG GALAXY BOOK LAUNCHING PEOPLE CAMPAIGN

Streamlines retail productivity by launching peoples potential through
combining mobility, style and the technology irrespective of their stage
high productivity and performance in life
of the Windows 10 Pro aims to provide a perfect launchpad
for people with bright ideas, passion
and ambition and change their live s
in a positive way