Brand Differentiation and Positioning: IKEA, Samsung, and TAG Heuer

BRAND DIFFERENTIATION AND POSITIONING: IKEA, SAMSUNG AND TAG HEUER. 1
Brand Differentiation and Positioning: IKEA, Samsung, and TAG Heuer.
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BRAND DIFFERENTIATION AND POSITIONING: IKEA, SAMSUNG AND TAG HEUER. 2
With the increasing competition between industries, companies are forced to devise
right, competitive strategies. One of these strategies is brand differentiation (Carter, 2014).
Brand differentiation is where a brand set itself apart from the competition by performing
well in the market with multiple customer benefits.
IKEA, the world’s largest retailer of home furniture, produces affordable and stylish
kitchenware and appliances. IKEA is well established in the world market due to: An
exclusive museum used for showcasing its products from its creativity. Targeting strategies
like demographics, geographic segmentation and psychographic used by the company to cater
to the ever-changing and dynamic market of home requirements. According to Cooper
(2015), IKEA coordinates with various designers across the world and test their preferences.
This enables it to produce the latest furniture designs that are admired by the customers.
Furthermore, its products are artistically designed, affordable at low costs and eco-friendly.
Ikea, therefore, positions itself as a provider of quality furniture at low costs to its customers.
Conversely, Samsung deals in smartphones, laptops, and refrigerators among other
electronics. Its marketing strategy involves direct marketing and personal selling, various
forms of advertising, events, and experiences. It uses a price skimming strategy whereby it
offers products at higher prices then lowers their prices over time. This enables it to
adequately sell its newly-launched products before a competitor launches a similar product
and drops the price and then drops the prices to pose barriers to potential competitors.
Samsung, therefore, positions itself as a provider of high-quality smartphones and electronics
at high prices to its customers.
Furthermore, TAG Heuer deals in the production of watches and other accessories. It
has globally spread its products to over a hundred and twenty countries. Also, the enterprise
conducts intensive marketing campaigns and launches ads via electronic and print media as
basic marketing strategies. Besides, it uses Social media like Twitter, Facebook, and