Brand management assignment PDF - Samsung

Brand Management

INTRODUCTION
A brand is a company product image or value in the market through which it is
recognised. It helps people in recognising products and services that is provided by companies in
the market. Also, products can be distinguished on basis of brand. This report will describe
importance of branding, what strategies are developed by companies in promoting their brand. In
addition, it will show how brand extension strategies are used to expand brand at global level. At
last tools for evaluating brand awareness and valuation is discussed as well.
For present report organisation taken is Samsung. It belongs to technological sector and
operates at global level.
LO 1
P 1 Importance of branding as marketing tool and in business practice
Introduction- Company makes many efforts in order to establish their brand and attracting large
number of people. Moreover, they have to maintain brand image in the market to survive for
long term (Arai, Ko and Ross, 2014). It is done by conducting marketing campaigns, providing
offers, etc. through this, brand equity is developed. Every product or service is recognised under
a brand name. It consists of unique symbol, logo or image through which it is identified. In
today’s competitive business world, it is very essential for companies to differentiate their
products from others. Also, they have to communicate it to people about what they are offering
and how it will help in fulfilling their needs.
MAIN BODY
Brand equity refers to value that is generated from market from a product or brand. it
describes overall value of company in industry (Wear and et.al., 2016). Also, it helps in finding
out position in different markets. It is related to goodwill of company as well as perception of
customers towards its products and services. Brand equity is developed by using CBBE model.
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Figure 1: CBBE model
(Source: Hitesh Bhasin, 2018)
Brand identity- the first step where awareness of brand is generated in the market. Here,
company introduce themselves in the market. It is done by describing “who you are”. Also,
target market is identified on basis of customer needs (Robson, 2016).
Brand meaning- Here, brand is communicated to people. this is done by considering several
factors such as reliability, efficiency, etc. company tries to communicate the importance of brand
in their life.
Brand response- now, customers make judgement about product quality, cost, etc. with this
feeling is developed to buy product (CBBE model, 2018). They start thinking about features,
cost, etc. of products of that brand.
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Brand resonance – It is related to relationship of customer with brand. Here, behaviour and
attitude of customers is determined with brand. They consider various factors like price,
customer service, etc.
The importance of branding is as follows :-
To company – companies are identified from its brand image in the market. A highly recognised
organisation will enjoy a competitive advantage in industry. It will also enable customers to
identify brand by seeing its logo or symbol. Moreover, popular brand will not have to advertise
or market their products. Customers will automatically get attracted towards it. a strong branding
will help in increasing customer loyalty (Sood and et. al., 2016). It will be easy for company to
enter in new market. Samsung is known for its advanced and high quality products. They have
been successful in creating a distinct image through variety of products.
To customers- A strong and popular brand makes it easy for customers to identify it. they
recognise it by seeing logo. Also, they are already aware about quality, price, customers service,
etc. of company. Thus, it helps in decision making. Besides this, they know worth of branded
products. Therefore, mouth publicity of brand is done. Samsung is a very popular brand in
electronics sector. Their products are sold through effective brand image.
Brand equity is created by marketing department through various campaigns, advertising,
etc. the more effective marketing will be more it will generate brand equity. It helps people in
identifying the brand easily and purchasing goods and services.
Conclusion- it is concluded that branding is very important for company as it generated market
value. Through this, awareness is created in industry about products and services. the importance
of branding to company is they do not have to invest large amount in marketing as customer
easily recognise it. for customers branding helps them to identify goods by seeing logo. It helps
them in easy decision making.
P 2 Components of brand strategy for building and managing brand
A brand is developed by analysing various strategies and following a systematic process.
Also, it is very necessary to manage brand so that it value and equity does not decrease.
Managing brand means to rise its value by maintaining its efficiency and reputation. There are
many ways through which it can be done. But it depends on target market, brand equity, etc.
Brand reinforcement is way through which brand is managed. In these customers are
involved and feedback is taken. It helps in determining their taste and preference. Furthermore,
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products life cycle is used in revitalising brand equity (Piehler, Schade and Burmann, 2017).
Company also runs different marketing programs to manage brand. They advertise their products
through various sources like TV, newspapers, etc. in addition exhibition, road side marketing,
etc. is also a way of rising brand reinforcement.
Brand revitalising refers to raising the level of brand through new products. The main
goal is to differentiate it from competitors and developing a strong and loyal customer base.
Frequent innovation in products maintains interest of customers in engaging with brand. Besides
this, further categories can be done in products. It will help in increasing brand image.
Brand crises can be overcome by effective planning of marketing strategies and how
information will be communicated to customers. Here, stakeholders can be involved in decision
making process. Besides this, offers, membership, etc. can be provided to customers. Seminars
can be organised for restoring brand image (Bali and Dixit, 2016). New features can be added to
products and compensation can be paid to people. The help of media can be taken as well to
convey message to public.
Samsung promotes their products in outlets and stores. They have position products in
such a way that it is easily available to people in market. It excites people and attract interest of
people to buy them. Apart from this, company provides various offers, discounts, etc. on
products usually in festive seasons. By marketing it through websites, sponsorships, etc Samsung
is able to build brand equity.
LO 2
P 3 Brand portfolio and hierarchy management
Brand Portfolio management: The brand function defines all brands in particular organization
and function to provide wants of various marketplace segment. Another term it includes all
brands offered by individual organization for selling to provide requirement of various teams of
person. It is generally created because each brand has certain boundary beyond which it can not
fulfil whole wants of various marketplace segment (Huang and Sarigöllü, 2014). Brand strategies
are essential while companies keep producing more and more brand without giving strategic
consideration to affects their overall brand portfolio. There are three elements that create brand
function approach such as
 Characteristics of brand and every present brand in portfolio.
 Compass of every brand relation to another.
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 Relation between brands in portfolio and relation to parent, in case each defines as brand
architecture.
On other hand, here various principles that apply to brand portfolio management of
Samsung. Such as follows:
Define strategic objectives of brand: It is easy to recognise for great brand with
understandably represented orienting and worth suggest straight from section mark wants.
Strategic aims match to focus section wants and fulfil plan of action function to change finance
and resources allotment determination. These characters are known for all brand inside the
portfolio with determinate demands for all character relation to development and boundary
efforts and known prosody to measures public presentation against.
Maximize extendibility of brands: Through choosing those which level crosswise
aggregated attributes, increase brand extendibility. It implies less, powerful brands leveraging
crossways aggregated as well as new development level to accomplish activities, capitalizes on
efficiency of measure and enter new marketplace.
Worth association to increase connection: The intended coalition of single brands
focus section inside worth association increase the Samsung's scope. Leverage well-defined
brands to focus each applicable value association as well as give specific description of proper
welfares for each offering relation to its worth association orienting(Keller and Brexendorf,
2017). Systematically followed valuation approaches that indicate deliberated worth association
relation to brands. Superior brands are retained at value price levels as well as secure against
label solution.
Strong corporate brand: For building powerful firm with a specific as well as broad
reaching frame of references provides assets to another brand in portfolio. Almost organizations
increase their enterprises by aggregate brands. A brand's role is resolute through quality to add
assets to providing Guides brand architecture decisions by understanding label roles and
relationship. On the other hand, leveraging firm brand is the fewest impressive in case brand is
detected as precious plan of action as well as financial quality to important stakeholders.
For example Samsung is the largest brand that has many brand selling to customers and
business sectors such as TV, hand held products etc. For instance Sue Shin, another best brand in
increasing individual Samsung propositions. The aim is achieving brand communicative which
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includes Samsung's various organization unit. For example Apple is also master brand that has
many brand selling to customers and business sector like hand sets, laptops etc.
Hierarchy management of brand: Brand hierarchy refers of compacting branding approaches
through showing figure as well as quality of communal and typical components across
company's goods It is revealing explicit ordering of brand elements (Schivinski and Dabrowski,
2015). It is helpful refers of graphically depicting organization's branding approaches. Generally,
it is supported on realization that goods can be branded in various manner counting on fresh and
existent brand components are utilized as well as concerted for any one good. For example,
Samsung is one the largest brand that has many customers and enterprise sector. For hierarchy
brand management, company utilizes brand architecture model. There are three terms includes in
this model such as:
Master Brand: There are many master brands of Samsung such as electronics, life
insurance, C&T etc.
Endorsed: There are various endorsed brands of Samsung such as memory chips, plasma
screens, Samsung Galaxy etc.
Individual: Here different sub brand that includes ISOCELL bright, Fast sensor, Slim
and Dual etc.
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Figure 2: hierarchy management
Brand equity management: It is worth as well as capability of brand which determines its
value. It is also characterized different brand, its knowledge and customer effect to the brand
selling. Brand equity refers as activity of customer select in marketplace. The approach of Brand
equity enter in creation while user make select of goods and services. It can be observed through
 Assessing Returns to shareholder.
 Measuring Brand Image for different factor that are reasoned important.
 Assessing potential gaining of Brand in long score.
 Measuring rising value of sales designed through Brand compared to other brand in
similar form.
 Sharing of pricing that company command in the market (Herrero, San Martin and
Collado, 2016).
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Samsung
Master
Brand Endorsed Individual
electronics C&T memory
chips
plasma
screens
Samsung
Galaxy
Fast sensor Slim and
Dua

 Identification of Brand to corporate that easily co-related of performance of all single
brand in Samsung.
There are various factors that contributing to Brand Equity such as Brand awareness,
association, trueness, detected select and other patented brand assets.
Build amazing value: Company is offering different products for building amazing value in
marketplace. It is essential to have proper arranged brand equity. Samsung is market leaders of
Smartphones. Still, brand equity that company has gained in Smartphones have obstructed across
their television as well as other.
Continuous differentiation: Brand is defined on shape of various wants to proceed distinction
over the year to stay live and boom in hard enterprise situation. For instance Samsung as brand is
famous for its inventions powerful operation through introducing Galaxy A 9 and other. It is
different from other handsets such as front camera 8-megapixel, RAM 3GB, Storage 32 Gb etc.
Maintaining brand image: Company should maintain brand image that helps in development of
brand in market place. It is essential to manage brand image for maintaining brand equity. This
includes managing same brand that is created to exist users or brand promise to kind to new
consumers. Samsung make sure that managing brand image for selling high margin and able to
survive. Brand image is everything for premium brands.
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Constant Enlargement: Powerful brand equity is ever increase and arranged through brands
that constant expansion. The increase can be product or magnetic enlargement. It supplies
confidence to users in relation to ability and functional property of Samsung. Moreover, here
more and more interaction and touch point possible between brand and customers.
Building brand awareness: It is way of managing brand image and keeping brand equity
overtime. This is particularly actual for consumer long brands and FMCG brands that have focus
on developing brand awareness for many product variable that they keeping introducing.
Brand recall: Company is huge investing also brand awareness for managing brand equity is
brand request. For this, repeated ratio, ad and striking with the customers is must, it assists in
brand equity management.
Managing social media: With the help of managing social media, Samsung increases their
brand equity of products and services. Through this, it increases brand loyal of community. In
order to that, brand that enter as direction because of optimistic improvement. If the Samsung
can manage online marketing properly, it is helpful to succeed brand equity.
Being active: Company increases and handling brand equity through proactively that helps in
long run of Samsung (Huang and Sarigöllü, 2014). This includes utilizing techniques and
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Illustration 1: Brand Equity Management
Source: (Brand Equity Management, 2018)

components of branding to attract and retain the customers. Amazon and other online
organizations are the best brand building through proactively.
Reactions are important: In the long run, brand has faced many problems. These situations
heavily affects brand equity. There are many difficulties arising on basis of taking decisions
relation to intelligence.
Focus: Samsung is centralizing on brand and increasing brand equity that helps in handling
brand equity. The centring assists in brand request ans brand knowing. Brand building efforts
centralized strategies assists in individual direction for completed company.
Consistency: It is mandatory for product to become a brand over long time. Company has
maintained accordant strategy towards customers contentment as well as brand building.
Samsung has restated enchanted their users and regulations as well as biography of handling
brand equity through managing uniformity in their brand commitment.
Serving as per trends and preferences: If company understands changing trends and
preferences that helps in developing brands. With the help of it, organisation increases brand
equity and name in market place (Keller and Brexendorf, 2017).
Customers involvement: Customers are more involving in particular brand and purchasing
more times. Users match different feeling with some brands. Customers taste, values,
requirement and privation support ever-changing with time. Therefore, Samsung refers customer
life cycle to identify various steps of consumers.
Think long term: Company needs to think long term for managing brand equity. They also
require understanding different steps in brands life cycle that are essential for building brand
equity and growing of brand image (Brand Equity Management, 2018). It is essential to
understand customers taste and preferences.
L O 3
P 4 How brands are managed at global and domestic level
Every brand wants to expand their operation at global level. This is done to attract large
number of customers and earning more profits. There are many approaches and strategies used
by companies to manage brand at global level. It is as follows :
Product line extension – it is a common strategy in which similar new products are launched at
global level in the market. Now a day’s companies are entering into new sector or industry to
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attract customers. Samsung launches new products every month with change in technology.
Through this, they are able to retain their customers.
Multi brand- here, companies follow a strategy in which a sub brand product is introduced in
market but under parent brand name (Schallehn, Burmann and Riley, 2014). The main reason
for implementation of this strategy is to increase competition in new market.
New brand – this is a completely new strategy in which company offer new product. It focuses
on attracting large number of customers.
Brand leveraging – It refers to using the existing brand name in order to enter in new market or
country. Samsung is able to enter in smartphone industry by name of Galaxy.
Strengths of Samsung that can be leveraged
The company is already having a very strong customers base at global level. It is known
for its advanced and high quality smartphones, TV, etc. besides this, it provides quick and
effective after sales services to customers. This has benefited in retaining and making them loyal
towards brand. Apart from this, Samsung can leverage its smartphone category. Samsung can
produce new electronical products such as Laptops. They can categorise it under sub brand. it
will be useful to gain market share. More customers will be attracted. Samsung Galaxy series
smartphones are best products. it has developed a strong customer base in market.
Weakness of Samsung
It refers to the weakness of company that lead to downfall in brand equity. Usually,
company develop strategies to overcome weakness. This is done to raise the standard of brand to
generate more revenue. Samsung weakness is utilising competitor’s (Apple) technology to
develop Galaxy series smartphone. For this company has been sued several times (Franco,
2015). This has created a bad impact on its brand image. The organisation is not able to gain trust
of customers.
Collaborative and partnership agreements – As name depicts, company form partnerships
with one or two firms. The two brand which collaborate with each other are from similar sector.
With the help of this, it becomes easy for them to enter in new market and develop a customer
base. Also, it reduced competition in market and new companies find it difficult to enter.
Moreover, advertising is done through media. The customers are also benefited as a reputed
image is created in their minds. Furthermore, resources are shared and new products are easily
developed. Samsung is already a big brand so it does not have to collaborate with other
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companies. Company is having a high brand equity (Duma and et.al., 2016 ). It can manage and
expand in different countries.
By following above techniques Samsung is able to manage their brand at global level. It
has enabled them to attract large number of people by launching of galaxy series smartphone.
They are effectively competing with market leader Apple. Also, with effective promotion
company has been able to generate high level of brand equity. Besides this, they are providing
high quality after sales services to customers. it has led to gain their trust and retain them. By this
Samsung has successfully developed a loyal customer base.
LO 4
P 5 Different techniques for measuring brand value
It is very essential to measure brand value so that proper actions can be taken. Moreover,
it helps in analysing the financial value of brand. by this changes are made in marketing
strategies. There are several techniques followed :-
Brand value
Brand awareness - Brand name is a trademark which influence the customer by its quality so
brand awareness major issue which need to be addressed in order to maintain a strong
relationship with customer. It is important to spread brand awareness because when new product
or services are launched then it effects the decision-making of consumers in order to differentiate
between competitive companies. So, brand awareness among is a very important for business
Preference metrics- It basically measures the competitive position of brand's in order to
compete with different companies in market. Customers often selects particular brands according
to their preferences and tastes.
Financial metrics- It can be measured as optimum management of financial resources which
helps in setting up the cost of the product in order to set the budget of the company.
Output metrics- This can be referred as input sources which are utilized to produce output. This
is mainly aimed at effective and efficient production of finished product (Ahn and Back,
2018).for example Galaxy series smartphones
Brand awareness
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Website traffic- It is deferred as the situation where lot multiple consumers are searching for
same amount of data in order to acquire the goods. Brand awareness sets the company apart from
other organisation so in this situation when customers are highly satisfied with the services and
website cannot function properly because of traffic, then customer might change their buying
decisions. It may impact on the profit generation of company.
Use social listening- It is the process of is identifying and assessing market value of company
and individual (Kernstock, Brexendorf and Powell, 2017). Social media listening also opinions
and views of public regarding the products and services.
Market share
Cost- It is the major factor which effects the production and consumption of products and
services. Cost of the product is one of the major concerns which result in the maximum quantity
sale of goods. Cost of a commodity is completely depended on the production financing
resources. As nominal prices of good quality product generally attract customers.
Market based- it is termed as the demand of the customer which affects supply chain of the
company. Products are manufactured according to the demand of consumers and this will be
done by estimating the latest likable trend of the public. It helps in setting marketing strategies in
order to generate profits. Correct marketing strategies leads to maximized productivity of the
organization.
Finance based- it represents the total sales of the company during the specific time period
(Rossmann and Wilke, 2017). Finance based market is calculated by taking the total sales of the
company over a specific period of time and dividing it with total sales of the firm over the same
time duration. This will help in estimating the correct financial budgets of industry. For example
Samsung measures sales in specific time period and of different markets.
Consumer attitude
This is basically termed as overall perceptions of cutomer towards purchasing a particular
commodity. Consumer attitude is depend on three factor such as beliefs, feeling about product
and behavioural intensions. Various models are generally applied in order to identify the attitude
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of consumers. Basically, change in the attitude of customer is dependent on the change in the
elements like affective information, information that is concerning past behaviour of customer
and future intentions of in order to consume commodity. Customer attidude might be depended
on various different elements such as perception , tastes, marketting poularity of commodity and
most important prices of such goods and services (Davcik, Vinhas da Silva and Hair, 2015).
Basic components which effects the attitude of consumer are described below:
Beliefs: Consumer may hold different beliefs towards an object , it may be negative positive or
neutral aspects. Since a consumer holds many beliefs then it may be hard to alter their decisions
in consuming goods. Beliefs might be depend on the facts and logics which people generally
believe in thir normal life. It may be changed byimproving the perception of buyer by altering
the utility of a product and its cultural aspects in order to accept the new functionalities.
Feeling about: It can determine the certain feeling of customers towards a particular brand or
company which attracts customer in consuming the products of same brand, such consumers can
be called as permanennt consumers of the samsung organisation.
Behavioural intentions: These intensions mainly justifies the plans of customers in purchasing a
perticular product. It is generally interconnected to the beliefs and values of customer which
allows customer in purchasing quality based products and services (Anselmsson, Vestman
Bondesson and Johansson, 2014). For example Samsung compare behavior of Apple and
galaxy users by taking their feedback on social sites.
Purchasing intent
It is referred as the consumer's behaviour which tends to explore purchasing intentions of
buyer. These intentions can be identified by the positive and negative attitude towards buying
goods and services of a Samsung. It can be considered as the possibility in which behaviour of
the person is able to show purchasing intent of products. Purchase intent can be evaluated by the
extreme knowledge about marketting strategies which sometimes turn an unintended consumer
towards intentional client of Samsung product.
Mainly this intention can determine by influencing right message or advertising to
targetted audiance in order to maximise the sale of samsung products. Intent data analysis is also
able to explain about strong predisposition in order to purchase goods and services from a
specific vendor (Alden, Chen and Zhao, 2017). Consumer behaviour is influenced by the
variety choice of buyer which determine customer interest towards extending the relationship of
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seller and buyer. Trust factor is one of the important factor which connect consumers to a
industry and this is also responsible for establishing a good market value which leads to
maximises the customer satisfaction. Purchasing intensions are ofen used to show the plans of
consuming a commodity with respect to the product. For example – Samsung galaxy mobile with
telecommunication plans.
CONCLUSION
This report summaries that branding is an important element in marketing. Through
effective advertising of products and services, a distinct image can be created. Also, it is
important for both consumer and company. There are different strategies such as individual,
umbrella branding, etc. which is used by company. For brand equity, CBBE model is used to
determine consumer needs. Brand value can be measured from various methods such as brand
awareness, financial metrics, surveys, etc.
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