Brand management assignment sample | Samsung

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1...........................................................................................................................................3
Introduction............................................................................................................................3
Main body...............................................................................................................................4
CONCLUSION......................................................................................................................5
TASK 2............................................................................................................................................6
Analysis of Samsung's Portfolio Strategy..............................................................................6
Illustration of Hierarchical Management of brands................................................................6
Analysis of strategies for managing equity of brands............................................................7
TASK 3 ...........................................................................................................................................9
Identify how brands carry off collaboration and partnership both at national and international
level........................................................................................................................................9
TASK 4..........................................................................................................................................11
Different types of techniques in order to measure and manage brand value........................11
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Brand management acts as a function within marketing that include certain techniques
with the help of which perceived value of organisation products and services is significantly
increased. By implementing effective brand management enables in hike price of a commodity
and build up loyal customers with positive approach. Company should develop strategic plan to
hold the brand equity (Batey, 2015). Brand value requires a better understanding of the market
and brand to attract target audience. The project is related to Optimum Impressions Ltd., which
provide services of marketing consultancy. This company provide strategies and suggestions to
companies for building better brand image in the minds of customers. The present report covers,
how a company manage to build successful brand with using proper models. The report also
analyses portfolio management, brand equity. Effective brand image increase brand awareness
among customers.
TASK 1
BRAND IS POWER
Introduction
A brand is a product or service which differentiates it from other products available in
market. With the passing time, brand becomes connected with level of quality, service and
satisfaction level of customers. Branding is the process of creating the brand name which
supports company to expand market value. The main purpose of brand is to secure the trade
mark and services from government agency. Before going for a trademark of a brand, company
have to analyse that someone hasn't obtained the same name. Brand is more often express as a
logo, graphic creation of the brand. These are done to distinguish the brand from other
competitors present in the market. Sometimes companies hire market researcher to study
consumers buying behaviour as well as attitudes towards brand. Brand equity explain brief
about brand value and it determined consumer buying behaviour with respective brand. For
building better successful brand company have to follow some guidelines effectively. Firstly,
the company have to identify the target audience who are loyal customers. Then, they must
require to set the goals for brand mission which clearly indicates their objective. Organisation
should use unique method for creating brand image. Marketing teams plays a vital role in
developing brand image. Marketing team figure the actual demand in the marketplace and

identify the taste and preferences of individual. Moreover, company should do market research
to understand scenario and acquire feedback thorough which company can modify their brand
equity.
Main body
Optimum Impression Ltd. is a marketing consultancy firm which provide services to big
companies. The company provide the brief information regarding the market and promotion
strategies to create a good brand image in the minds of customers.
One of the best examples of organisations which have made use of strategy for enhancing
brand equity is Apple Inc. This corporation has successfully managed to maintain its
positioning within the market place as one of the most valued brands. It has witnesses an
increase of brand value upto 16% reaching at $214.5 billion (Apple retains crown as world's
most valuable brand as Facebook value sinks, 2018). For this, the company uses the strategy of
introducing innovation within its every new model of phone. This helps the corporation to cater
to the needs and demands of customers feasibly by launching iPhones at regular intervals. Yet
another strategy in this regard has been recognised to be the premium pricing approach. This
helps in inflating firm's brand image and equity by seeming to be products of high value to
people.
The above discussions reflects how branding is important for an organisation to sustain for
long run. There is one such model known as Aaker's Brand Equity model which can be applied
for developing better brand in market place.
Execution of Brand equity model
There is large customer base for electronic product and company can generate huge profit
by providing them better services from the rivals. Brand influence the individual to purchase the
product. If customer is loyal towards brand and have trust in company, he/she will purchase
product at any cost. The quality and service provided by particular brand facilitates customer
with satisfaction. For Aaker, brand management starts with making relation and building brand
image. There are mainly four components as per the Aaker brand equity model which are
explained in context of the brand of Apple Inc. (iPhone) below:-
Brand as product: This implies that Apple Inc.'s iPhone has the capability to be viewed by
customers as a product as it has attributes such as style, design, innovation, sleekness just like a

product..
Brand as organisation: This reflects that the iPhones made by Apple Inc. possess the
capability to be viewed as an individual organisation owing to the market standing that it has
developed among customers.
Brand as person: This aspect illustrates that iPhone can even be viewed as a person, as it has
its own personality among consumers. It can be seen as a stylish, confident and innovative
personality which instils a sense of loyalty among consumers.
Brand as symbol: This aspect implies that iPhone is seen as a symbol. It is symbolic of style,
fashion, trend, technology and innovation all accumulated together.
For the technological giant Apple and its brand iPhone, there are some proposals for brand
extension which are briefly mentioned below:
Brand Loyalty: This is a key factor for iPhone to expand its market share. This is one of the
most spectacular ways by which iPhone enhances equity, thereby gaining loyalty as well as
trust of customers. For this, focus is upon quality rather than advertisement.
Brand Awareness: This implies the knowledge that people across the globe have regarding the
innovative offering of Apple Inc., i.e., iPhone.
Quality perceived: This implies that by the provision of high quality offerings, iPhone makes
the customers aware regarding its innovative features. Further, the views of people can be
attained by taking regular feedbacks from them and introducing changes, if necessary.
Brand associations: This implies the money that is incurred for the advertisement of iPhone so
as to promote it within larger audience. iPhones makes use of social media and digital
technology as it is less costly and has a large reach.
A company can adopt different successful strategies for to overcome brand crises. In this
regard, the most successful strategy is making use of communication to build an interaction
with suppliers and customers to gain support and aid from them. For instance: when a particular
series of iPhone underperforms, Apple Inc. can communicate with suppliers and customers to
improve the same and overcome brand crisis.
CONCLUSION
Marketing play essential role in branding for company to expand their market share.
Quality is the key point for Samsung to increase sales and profit. With the help of wide range of
tools company can conduct marketing. Social media platform effectively aids Samsung to

expand their sales as well as profit. In addition with this, branding aid to further create brand
image that lead company towards more profitability.
TASK 2
Analysis of Samsung's Portfolio Strategy
As per accordance with Evans Keith, Brand portfolio is termed as a formative collection
of brand that has been offered by an organisation to consumers in order to further sell it within
market. When a multinational organisation operates their operations with multiple services,
brands and companies, brand portfolio enclose all these essential under one roof. Effective usage
of brand portfolio strategy helps company in gaining establishing its business at market place in
rightful manner. In context of Samsung, it has been analysed that this company is using Branded
House as its brand portfolio strategy which is explained below effectively.
Branded House: In this single brand name is been use for firm overall product range.
This model is undertaken by Samsung for their all product categories (Santos-Vijande, 2013). It
leads towards making easy for manager to perform their work in promotional activities. In
context with Samsung, they offer product range via respective model as they provide their
product under same name Samsung for instance, Samsung Gear, Samsung Galaxy, Samsung
Gear S3 Frontier watch and more.
Illustration of Hierarchical Management of brands
Brand Hierarchy is termed as structure of numerous brands with an organisation. It is
mainly a manner within which brands in firm portfolio get differentiated and related from one
another. Thus, it acts a complex activity in which there is consideration of multiple brands.
Samsung is multinational organisation that offer different type of services and product range to
all across the world. Thus, company effectively manage these brands as to increase brand equity
along with better understanding of brand portfolio (Hwang and Kandampully, 2012). In context
with Samsung, there are number of product lines along with vague relationship with each other.
For this company is effectively required to develop brand hierarchy strategies. Mentioned below
there is an example of brand hierarchy:

(Source: Samsung’s Brand Hierarchy, 2018)
On the basis of above represented picture, it has been analysed that there Samsung is
having numerous of subsidiary companies which are further bifurcated into various brands.
Subsidiary brands of Samsung are Samsung Electronics, Samsung Motors, Samsung Heavy
Industries, Samsung Life Insurance etc. All of these brands are divided in further more sections.
This can be well understood with the help of example. For instance: Samsung Electronics has
various divisions like Galaxy, home appliances, Gadgets etc. This division are further categories
into different sections such as Samsung Galaxy are further bifurcated into different series like A
series, S series, Note etc. This clearly defines that all the brands of Samsung are managed into
hierarchical structure which are handled by the management lead of every brand respectively.
Analysis of strategies for managing equity of brands
Samsung is a leading a renowned brand that offer their services worldwide with having
high market share. With the help of brand equity model with the help of which formative
understanding of Samsung's brand equity management with market can be ascertained. In regard
with this, Keller's Customer-Based Brand Equity Model coined by Kevin Lane Keller
effectively aid Samsung to manage brand equity management. Brand that has been undertaken
Illustration 1: Samsung's Brand Hierarchy

by Samsung in context wit this model is Samsung Electronics. Mentioned below model is further
elaborated:
Source: Keller’s Brand Equity Model, 2018
 Salience: It includes Brand Identity within which brand is required to be known with
customers along with delivering correct message within marketplace. Samsung
effectively fulfil this by establishing organisation brand image at affordable price range.
In this company can further fulfil customer with advertising and promotional activities as
to increase their familiarity of new smartphone and television series.
 Meaning: It covers two aspects namely Imagery and Performance. Samsung effectively
fulfil their customer desire. In this, company can take advantage of video at different
exhibitions and social media platforms as to build positive image.
 Response: This stage is categorised into two different aspects namely Feelings and
Judgements of consumers (Elliott, 2015). In this it is important for Samsung to take
feedbacks from consumer as to manage relationship with them as to gain high term
comparative advancements against competitors.
 Resonance: It is final stage within which it is essential for company to build best
effective form of relationship with their customers in order to further develop loyalty
Illustration 2: Keller's Brand Equity Model

within customer. Samsung is successful to build formative relationship with their
customer before, during and after purchase of products and services.
All the above mentioned discussion it has identified Samsung by undertaking all these
measures into consideration can effectively able to increase their market share along with
profitability. In addition with this, brand equity model can effectively aid Samsung to offer their
products with more attractiveness.
TASK 3
Identify how brands carry off collaboration and partnership both at national and international
level
In this, Samsung Galaxy has been taken into consideration as its brand. It has been seen
that Galaxy brand of Samsung has introduced various version in its mobile phone for fulfilling
expectation of customers. Moreover, Samsung is a popular brand which owes huge market
recognition that not only contributes in improving its own sales but also supports is sub brand in
its establishment after their launch. This is seen as the popular strategy that is brand leveraging.
It is a method used by company when they are launching new product in same category
(Yannopoulou, Moufahim and Bian, 2013). Brand leveraging acts as a strategy that can utilize
existing product power along with brand name in order to provide support to company as to
make an entrance into new marketplace.
Strengths of the brand that can be leveraged
Samsung owes numerous strengths that can be leveraged to its new brands so that they
can also become successful at market place. Some of main strengths which can give leverage to
Galaxy are described as below:
 High brand recognition of Samsung makes its easier for its new brand to gain customers
attention as they are already aware about the Samsung and will easily trust its new brand
too.
 Strong Customer base of Samsung will also help Galaxy in influencing customer's
interest towards its new launch as they are trust earlier products of Samsung which are
been used by them in past.
 Samsung is having effective technological advancement backup, which helps Galaxy in
introducing new series of its mobile phone with latest features at reasonable prices.

 The plus point for Samsung is that they have strong presence in market and they amazing
goodwill and brand image in the minds of customers. This allows the Samsung to easily
to leverage for new product line line.
Weaknesses of your brand that may need attention.
Even though new brands are getting leverage from its parental company but at the same
time any negative past experience or incident affects its brand name of currently introduced
brand at marketplace. With reference to Samsung, it has been analysed that this company is
required to focus on its negative areas so that their new brands do not face any kind of issues
because of past experience. Some of core weak areas of Samsung that could influence Galaxy are
described as below:
 Low durability of Samsung products makes negative perception in customers mind that
what so ever new product which has been introduced by this company is of advance
technology but their durability is not good. This negative perception of customers will
make Galaxy suffer at marketplace and also influence their product sales in negative
manner. In order to overcome this, it is important for Samsung emphasise on improving
its image in terms of durability of their products so that customers perception can mould
in their favour.
 Samsung and its brands are continuously introducing various innovative products one by
one. These regular based innovations done by single company could affect sales of its
existing brands. In order to manage this situation, it is essential for the company to
promote its base products along with the new commodity. This will contribute in
maintaining brand value of existing product.
 Another disadvantage of leveraging is the expectation of customer form the new product
line in particular segment. If new offering may underperform in any case this may create
a negative impact on the minds of customers. And the existing product sale may decline
to due to failure of new product.
Some possible suggestions and collaborative and partnership agreements from which the
brand be superior to the competition.
Collaboration and partnership agreements
Collaborative agreements are seen as the legal agreement among two or more parties who
posses to work together for specific project in order to gain commercial benefits. In this,

allocations of responsibilities and division of revenues are done in legal manner so that future
conflict can be avoided at initial level. With reference to Samsung, it has been analysed that the
company has indulge into various collaborative agreements in order to improve their business
success in quicker manner at both the domestic as well as international level. Examples of both
of them are described as below:
TIM and Samsung Electronics
Samsung Electronics and TIM has entered into a strategic collaboration agreement in
order to joint launch of Samsung's 5G handset for TIM and TIM's 5G services in Italy (TIM and
Samsung Electronics sign a strategic collaboration agreement for the launch of 5G in Italy,
2018). The main aid of this collaboration was to take use of commercial as well as technical tool
for introducing the new products till 2019 in Italy. This collaboration basically belongs to
international level and has equally contributed in gaining enhancing power of their brand and
gaining competitive advantages at international marketplace.
Samsung Electronics and LG U+
Samsung Electronic has further tied up with the Korean telecommunication company that
is LG U+ in order to collaboratively develop 5G technology (Samsung Electronics and LG U+
Signed MoU for Next Generation 5G Technology, 2015). This collaboration will also contribute
in setting standards in the same industry so that further innovation will bring something new for
all in the mobile telecommunication. This collaborative agreement was made on domestic
grounds but has gave power to both the companies so that they could lead international market
too with one another support.
TASK 4
Different types of techniques in order to measure and manage brand value
Business organisation can take advantage of wide range of tools and techniques as to gain
further advancements in marketplace. This organization provides its services on international
level. This organization provides some specific services for their customers and it is the
importance of that organization. Samsung uses some techniques and those are as given.
Brand value:

It is used with another name which is brand equity of the organization. It is the actual
value of the organization in market. Brand value of the organization also helps to increase the
market share of that particular company in market. Through this mostly customer pay amount of
product and services by their own will. With the help of this company can effectively able to
evaluate their return on investment that will further aid them in the process of decision making
process in context with products and services. For instance, Apple Plc a world most valuable
brand grows their brand value up to 16% within a year. There are various methods that can be
considered by company as to measure and manage their brand value:
Regular Innovation: Brand value of an organisation can effectively evaluate with the
help of regular innovation that are conducted by them within a year. With the help of this they
can further able to attract large base of customers that automatically lead them towards building
brand image in effective manner. In context with Samsung, with the assistance of innovation on
regular basis company can effectively able to attract large base of population. Present company
take use of innovation in effective way such as they introduce microwave in the year 1978 in
Korea, along with this they bring very first black and white television set in the year 1972 and
more.
Manage social media: Brand value of Samsung can be effectively managed by
managing its social media account. In this, it is essential for marketing management of Samsung
to check out all posts at social media and response of customer on each of them so that any
wrong comment can be addressed at initial stage only.
Brand awareness:
It shows that how many customers are aware with your organization and uses its product.
Brand awareness is necessary to introduce new product of the organization in market. It is
important to the organization that customer have knowledge about the organization and its
product with its quality. For instance, Fossil engage in conducting attractive brand awareness
with the help of advertisements via Amazon advertising. With the help of this company can
effectively able to attract large base of customers and further influence them to purchase
company products. Mentioned below there is a method that can be undertaken by company:
Surveys: With the help of this company can conduct survey through websites, emails and
more as to take feedbacks from customers in best effective manner. In context of Samsung,
company by conducting survey from time to time can easily able to identify customer needs and

demand (Su and Tong, 2015). This can be seen as effective technique through which brand
awareness can be measured by Samsung with the help results gained from survey.
Customer engagement programs: Marketing team of Samsung can manage brand
awareness of the company by conducting some customers engagement programs so that
customers can be attracted towards the company by having proper knowledge on the product.
This further aids them to devise strategies that will help them to offer products and services in
more attractive way to customers.
Market share:
Market share is a particular part of whole market which is cover by the organization. This
term actually evaluates the value of the organization in market. This can be further analysed by
organisation by evaluating overall revenue earned within marketplace in a specific framework of
time. For instance Coca Cola hold market share holding of estimated percentage of 48.6% within
carbonate beverage industry. This can be effectively measured by method:
Market Share Building: With the assistance of this method company can effectively
able to measure market share that is holding by organisation for a specific period of time. It can
be further estimated by segmentation or conduction of innovation within marketplace. This will
aid Samsung to increase their market share as by providing innovate services and products to
consumers.
Adoption of customer's ideas: Samsung can easily manage its market share by
adopting ideas presented by customers. It can be said that when customers gets products
developed with their own ideas then they accepts it. This contributes in maintenance of market
share at marketplace.
Consumer attitudes:
It mainly include element such as, consumer attitude, behaviour of consumer, their
feelings and more. With the assistance of this organisation can effectively evaluate customer
needs and demands as to effectively fulfil their requirements by offering best quality of products
and services. In context with Unilever, company is looking forward to take use of advanced tools
and technology which the help of which they can reduce energy and water wastage. Mentioned
below there are some method that can be undertaken:
Satisfaction level of Customers: As per this method company can take feedbacks from
their customers on regular manner as to determine the ways through which they can effectively

satisfy their needs and demands. In relation with Samsung, they can measure and analyse
customer behaviour with the help of this method and can further satisfy their needs by offering
products and services according to their needs.
Social media campaigns and promotion: Marketing team of Samsung can easily deal
with consumer attitude by introducing any new social media campaigns. This will place positive
impact on customers environment and also influence their attitude towards the company.
Purchasing intent:
It is termed as a probability of a situation within which it has been evaluated that consumer
will purchase a product and service or not (Jahn and Kunz, 2012). Within this company can take
advantage of model such as predictive model with the assistance of which they can identify the
possibility with the help of previous data and statistical analysis. This can be further measures by
following method:
Offers: This is one of the most effective methods that can be undertaken by firm as to
increase their purchase intent. As with the help of this, customer can get attracted to
organisation products and services. In context with Samsung, company offer wide range of
sponsor event and discounts in order to gain success at huge rate.
CONCLUSION
From the above mentioned report, it has been analysed that brand management is
important factor to make goodwill and brand image in this competitive world. It is crucial for a
company to maintain brand equity to survive and make profit in future. For managing brand
equity company have to increase brand awareness in future. Aakers's brand equity model will
help the company to create effective brand equity to fulfil the organisational goals.

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