Brand Management Report: Analysis of Samsung and Apple Strategies

This report delves into the intricacies of brand management, focusing on the strategies employed by industry leaders Samsung and Apple. It begins by defining the concept of a brand, differentiating it from a product, and exploring the significance of brand equity as a crucial marketing tool. The report then examines how brands are managed and developed over time, considering the challenges companies face in cultivating a strong brand image within a dynamic external environment. The analysis extends to brand portfolio strategies, including brand hierarchy and the application of the Customer-Based Brand Equity (CBBE) model to maintain brand equity. Furthermore, it investigates methods of brand reinforcement and revitalization, along with collaborative partnerships. The report concludes with an examination of brand measurement strategies and brand audit tracking techniques, providing a comprehensive overview of the key elements in effective brand management.

Brand
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
P1. Explaining the brand and brand equity, How branding is a marketing tool........................1
P2 How to manage and develop a brand over time and Challenges Company faces in
developing a brand image...........................................................................................................3
SECTION 2 .....................................................................................................................................5
P3 Explaining the brand portfolio strategy and brand hierarchy of two brands, and the model
of CBBE to maintain the brand equity management. ................................................................5
P4 Ways by which brands are reinforced and revitalised and collaboration and partnership
with each brand and company strategies. .................................................................................11
P5 Explaining the brand measurement strategies and brand audit tracking techniques of the
brands........................................................................................................................................12
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Brand management is one of the most important functions for every organisation. It is the
analysis process for perceived the market and get maximum rate of return. For that company
needs to adopt several steps and new advanced techniques in order to fullfill the customer needs
and wants to enhance company’s brand value. Present report is based on brand management of
Samsung and Apple. Both the companies are leading companies in technology market. Which
provides varieties of smartphones and small devices to their potential customers. Moreover, it
will explain about the organization brand and what is the important marketing tools which
company applies. Further it will explain about the company brand equity and how a brand is
differs from a product. Moreover, it will explain about the company challenges which they face
during develop a strong brand image in the market. On the contrary it will focus on the company
portfolio management and organisation hierarchy so that they further enhance the company
image in across the world.
SECTION 1
P1. Explaining the brand and brand equity, How branding is a marketing tool.
A brand is a product, service or concept that is used to distinguish our product from other
products, so that it can be easily communicated and usually marketed.
It may be applied to the entire corporate identity as well as to individual product and service
names (Klingebiel and Rammer, 201). Brand provides unique design, sign, symbol, words, or a
combination of these, creating an image that differentiates the product it from its competitors. It
is protected, by an authorised agency usually by government agency from use by others by
securing a trademark, legal name or service mark. Over time, the image created, becomes
associated with a level of credibility, quality, and satisfaction in the consumer's mind.
Branding an important marketing tool
Well, Branding goes way beyond just a logo or graphic element. Most important
functions of Branding such as Promotes recognition, helps to set us apart from the competitors,
as in today’s global market, it is critical to stand apart from the crowd, brand provides motivation
and direction to company's staff by provides the clarity, also a strong brand website strategy like
backlinks generates referrals or viral traffic (Apostolopoulou, 2015). It represents company and
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its promise to the customer while providing the business value attached to it. At last, brand
builds loyalty among the customer base.
'Brand equity' describes the value of a well-known brand name, based on the belief that
the owner of a well-known brand name can generate more revenue simply from brand
recognition; as consumers believe that a product with a well-known name is of better quality,
than products with less well-known names. Positive brand equity has certain values:
Companies can charge high prices for a product, with a great deal of brand equity. Secondly, the
equity can be transferred to line extensions –that is products related to the brand including the
brand name – so a business can make more money from the current brand (Chouthoy and Kazi,
2016). Lastly, it helps boost a company’s stock price. Brand differs from a productBrand and
Product are two different terms, used in marketing. These two differ in the sense that the
company creates a product while a brand is built by the people using them i.e. customers.
Moreover, Products Can Be Copied and Replaced but Brands Are Unique (Du Preez and
Bendixen, 2015). Other important differences such as Product is your need but brand is
something more than that. An example is quoted for instance, it is your need to wear outfits and
footwear, but it is your want to wear outfits of Gucci and footwear of Nike (Du Preez and
Bendixen, 2015). The product may be tangible or intangible in nature. However, a brand is
intangible and it can only be experienced.
Key elements of a strong brand?
Following are the crucial elements in developing a brand:
Brand positioning; meaning products and services we offer, our core target markets and
future aspirations (Fisher and Vallaster, 2010). Brand voice: does your brand “speak?” What is
its personality? Is it buttoned down and serious, or more playful and fun? The answer to these
questions will depend the audience engaged into, so there should be a fit between targeted
audience and the voice we use to speak to them. Memorable logo: create a logo that matches,
compliments, and enhances your brand. It should be simple and instantly recognizable and
flexible enough to look great on a huge billboard or as a tiny social media icon.
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P2 How to manage and develop a brand over time and Challenges Company faces in developing
a brand image.
External environment in which company operate its business is highly dynamic. In each
field, changes has occurs on constant basis (Ginder and Byun, 2015). For that, organisation needs
to manage their operational functions according to the environment. Changes have occurs
through several methods such as governmental changes, political changes, social alteration, and
technological changes. In accordance with that, company needs to adopt all required changes
according to the customer needs and wants. Apple and Samsung apply these changes in different
forms and get maximum satisfaction level from buyers. Companies adopt effective marketing
and communication programmes in order to meet the needs of customers. For example Apple,
their programmes are developed to reinforce the commitments and develop and hire new
advanced technologies in order to get customer attraction (Kao and Lin, 2016).
The main aim of Apple and Samsung is that focus on the new technologies and invent for
their potential buyers in order to get customer satisfaction. In order to manage the brand
awareness company needs to connect with the customers and provide them best services. Along
with that company also needs to adopt some potential marketing tools in order to enhance their
brand awareness in the competitive market. Apple and Samsung is the market leader who attract
customer from his smart devices and effective marketing tools. Brand awareness is the first and
foremost task for the company in order to get customer satisfaction. Brand awareness in the
attributes which helps to associate with the company and provide brand awareness in the market.
Brand management over time is the strengthen brand equity which helps company to enhance the
marketing programmes of the company. For that company applies to different methods and ways
in order to get customer attraction. It is most important for the company to adopt innovation and
technologies in order to retain existing customers (Lilleker, 2015).
Along with that, without the innovation skills and advances technology Apple would
found it difficult in order to maintain the customers' tariff on their. Moreover, for every big
organisation if they do not follow their duties as per their target customer will not get interested
and get demotivated from the company. Brand awareness is the most important thing for big
brands in order to make new market share. Apple and Samsung both is the laeding brand in order
to make new customer and make market more challenging and competitive in order to sustain its
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market position. In order to make brand image company may faces some challenges and issues
during making branding. Some of them are given below (Napoli and et. al., 2014).
Treating Brands as assets
This is the pressure for the companies to move towards the growth and company advancement. It
is the first challenge which faces by the company that they face the pressure of deliver short term
financial assets and results. The main aim of the company should be on the promotional
activities.
Possessing a compelling vision
The second most challenging issues of the company is that they need to differentiate itself
by showing different attributes to their customers and should have capability to adopt changes in
the market. Moreover, it is necessary for the company to feasible to implement and develop
brand building programmes. Company needs to look upon the same attributes such as brand
personality, organisational values and higher purpose.
Creating new subcategories
Another company challenge is brand innovation company needs to invent innovation and
product categories in order to retain existing customers. Like Samsung is the leading brand in
mobile sector they always invent new services and advanced features in their devices ensure
competitive market position of the company. Samsung customers are always looked ahead for
the new smart phone devices which company will get to introduce (Peppard and Ward, 2016).
Generating breakthrough brand building
New ideas and new sources are very much important for the company brand image. Like
for Apple good is not good enough they need to think about new changes and expansion in order
to keep its marketing position retain. Samsung and Apple needs to get more ideas and thoughts
for success.
Achieving integrated marketing communication (IMC)
It is the most difficult method comparatively others such as from advertising,
sponsorship, digital, mobile, social media and more. Media changes and techniques are keep on
changing as per the environment and new technologies. New products and services impact on the
environment and enhance competition.
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SECTION 2
P3 Explaining the brand portfolio strategy and brand hierarchy of two brands, and the model of
CBBE to maintain the brand equity management.
Brand portfolio strategy helps to define the structure of the brand and the scope, roles and
interrelationship of the portfolio brands (Viktoria Rampl and Kenning, 2014). The main goals of
brand portfolio strategy is to create synergy, leverage and clarity within the business services.
This portfolio differentiates the company products and services from the market. For example,
Apple and Samsung they both provide different smartphones with different software like
Samsung provides android phones on the v contrary apple has provides IPhones with IOS
software. They both give different service with different attributes. Besides brand portfolio helps
to explain the different aspects of the company and shows their own product and services in
order to attract the customer attraction. Along with they explain about the company brands, sub
brands. Endorser brand overall it gives strengthen to the company (Xu-ao, 2012).
Dimensions of the brand portfolio strategy
Brand Scope: it consists product categories and subcategories for future scope.
Product defining roles: This brand promotes master brands and endorse brands and sub brands
and driver roles.
Portfolio structure: In brand portfolio structure it explains brand hierarchy and brand network.
Brand Portfolio models: It consists branded house, house of brand sub brands, endorsed brands
of the company which defines company products in more effective ways.
Brand portfolio: Brand portfolio is refers to the umbrella under which all brands are going to
exist. These all brands and services which firm serve the needs to different customers. Large
number of firms adopt brand portfolio strategies. Brand portfolio plays a different role such as
Flanker brand. High end prestige brand, low end entry level brand, cash cow brand. Like cash
cow brand is the brand product in the portfolio. These products of the company reached the
maturity stage but still gain some profit margin for its survivals (Zhou and Wang, 2014). These
products are not avoidable and stop selling because it gives cash after it because less popular.
Besides, low end entry level brand these products are offered at low prices these products helps
company to attract customer once in long time but they come in the brand family. Moreover, it
also gives some level of cash to the company. High end prestige products is a product which
offered in the market at high price. It gives positive impacts on the company brand image. These
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products are the core products of the company. For example, Apple has main core product is
Iphones, smart phones. There are some models of brand portfolio is that
 Branded house
 House of brand
Branded House: In Branded house in which company using their master brand across the
multiple products they use same brand name. It helps company focus on the main brand and
enhance the scope of the company (Zhu and Chung, 2014).
House of Brand: House of brand contains independent, it is the powerful model in brand
portfolio. Moreover, it is the architecture of brand which focuses on the branching of different
sub brands Samsung applies house of brand portfolio model which focuses on the other products
of the company.
Management hierarchy of the Apple
Multinational tech company is Apple is known for its great technologies. Apple is the
American company which headquarter is in Cupertino of California. They deal with computer
soft wares, consumer electronics and online services. Apple management hierarchy refers ton the
top tier services in the worldwide. Steve job was at the top level of management. The present
structure of brand hierarchy is given below (Kao and Lin, 2016).
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Board of Directors: Board of directors is the top level management who decides all terms and
policies in relates to the company. Board of directors includes CEO of the company, chairman,
eminent corporate individuals, shareholders (Hierarchy structure of Apple. 2017).
Top Executives: it is the second level of the Apple company which includes chief executives,
senior vice president,,, retail and online stores, senior vice president hardware engineers, chief
design officer, chief operating officer, senior vice president. These top executives are direct
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Illustration1 1: Apple Management Hierarchy
Source: (Hierarchy structure of Apple. 2017) (https://www.hierarchystructure.com/apple-
management-hierarchy/)

answerable to the BOD of the company. There is a difference between CEO and Senior VPS.
Senior VPS is fully responsible to report to the CEO of the company.
Vice Presidents and second tier management
The next level of the company is Vice President positions. These members have ultimately
freedom but have responsibility as well. Therefore, it also has responsibility to report only to
senior members (Viktoria Rampl and Kenning, 2014).
Third Tier Management:
It includes all the term and conditions and the overall target of the company to manage the work
according to the hierarchy structure.
Brand equity management CBBE model
It is customer based brand equity. In which company makes brand more popular and
identifiable among all other rival firms. There are several factors which influence company brand
image. Several big companies adopt the highest target on the basis of customer fulfilling wants
and needs. To make brand more productive and effective company adopt CBBE model. The
main concept for adopting brand equity model is that to enhance the strong brand. Moreover, for
that company needs to adopt unique and create services for their customers in order to full fill
their needs and wants. With the help of brand equity model company helps top get the market
customers and helps to identify the customer satisfaction approach. With the help of this model
customer generate effective market share. This model also helps to get good experience of
customers, positive thoughts, feelings, opinions and good effective perception about the new
product and services (Zhu and Chung, 2014).
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The main purpose of this model is to build the block in detail for the customers. So that
they get attract from the product and services of the companies. Moreover, the main aim of the
company is to get the good market share to build new brand image of the company. This model
has contained four steps are given below:
Step 1: Brand identity
The main objective of this first step is that create brand awareness. Through which large
number of customer will know the brand name and their quality of services. In which company
has to provide some marketing activities and Advertisement in order to make customer aware
about their services (CBBE Model. 2013). Like apple and Samsung gives different
advertisements and seasonal offer. So that most of the customer get connected with the company
as long term. Besides, company also needs to measure the brand perception and brand image in
the market. Positive image of the company gives higher opportunity on their product and
services.
Step 2 Brand meaning:
Company goal is to identify and communicate to the customers that with what purpose
company has existed. So that, it helps them to give customer support in more effective ways. In
order to meet the needs of customer company needs to take two building blocks performance and
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Illustration1 2: Keller's Brand Equity Model
Source: (CBBE Model. 2013)

imagery. Performance defines the company quality and methods they adopt in order to maintain
the sustainability. It defines company product reliability, durability and serviceability. To make
brand effective and strong they need to maintain good design, style, price. Besides imagery this
helps to identify the company values towards its customers weather they able to meet the needs
of their customers or not (Viktoria Rampl and Kenning, 2014). Like Samsung is the perfect
example of this they full fill their customer demands at any point of level. Such as they offered
different varieties of mobile phones in different reasonable prices. Moreover, this model of
Keller defines the company meaning and customer values.
Step 3 Brand Response
In this model it is very important for the company to get good response from the
customer and effective brand image to get maximum sanctification level from the customers.
Customers wants prime quality of services for which they give higher level of price to the
company. Like, there are some factors which must be fulfilled by the company in order to
maintain the market image such as
Quality: Customer judgement is done on the basis of company product quality durability and
reliability and durability. On the basis of that they decide to purchase company product.
Credibility: customer judge company credibility on the basis of three dimensions on the basis of
trust, likeability and expertise company innovation. For example Apple Company invent new
advanced features in their smart phones to gain the trust of the customers. Moreover, this is the
reason customers loved apple technologies.
Consideration: on the behalf of heavy investment customer wants high consideration and product
from the company. Moreover, the company has to invent constant changes which gives higher
making trust among the market.
Superiority: this is the another reason for which buyer interested to purchase branded products.
Superiority is the most important attribute of brand which helps customers to compare the
products with different products and brands.
Step 4 Brand Resonance:
It is the first point in the pyramid because this point is difficult and most wanted level of each.
This point of level customer feel a deep about the company. At this level customer main desire is
only to get only particular brand. For example Samsung in that point where they get good
response from the customers (Ginder and Byun, 2015).
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P4 Ways by which brands are reinforced and revitalised and collaboration and partnership with
each brand and company strategies.
Extension strategies of Apple and Samsung
Brand extension means in which company marketing their product and services in order
to enhance their brand image in the market. Moreover, it is the most important part for the
organisation which is necessary to followed. Without the marketing and brand expansion
company cannot achieve their maximum sakes margin from the customers. Besides, Apple brand
expansion strategies is to invent new series of smart phones and new advanced features. On the
other side Samsung expansion strategies is to provide services at responsible price to attract
number of customers attraction. Along with that it also very helpful to make future expansion for
the organisation (). Along with that, organisation used this strategy to leveraged brand equity. It
also helps to make brand awareness of the brand in the market with the aims or objectives.
Another brand expansion strategy of apple is to adopt prime values and quality of the services. In
order to make good efforts and prime services which provides customer better satisfaction.
Samsung strategy main customer focus on the price and customer needs and wants. Samsung
adopts price strategy to attract customers attraction. In order to full-fill the needs and wants of
each level of customers. They provide all range of phones for their customers. This helps
company to enhance brand awareness in the market. To make brand more effective and
challenging. Organisation needs to adopt Revitalised and reinforced through which organisation
may increase their brand image.
Ways to enhance brand reinforced and revitalised
To maintain the brand equity company needs to revitalised their brand image in the market.
Brand needs to managed over time and adopt constant changes for the brand improvement.
Moreover, for that organisation acquire the latest marketing tools and techniques to enhance the
product sales (Peppard and Ward, 2016). Like. Apple enhance their brand by providing superior
product advertisement and used different tools of marketing to promote the sales. For
reinforcement company needs to follow some points given below:
Maintaining brand consistency: this step helps company to enhance the brand quality and
position as well. Make customer knowledgable about the company services. It helps to maintain
the position of the company into long term.
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Leveraging: to enhance the brand equity when products are not very much productive and give
low sales. For that company applies these ways of reinforcement (Zhou and Wang, 2014).
Ways of revitalization of brand enhancement
Apple applies the way through which they get maximum attraction from the customers and
maintain the position in the customer mind in long term. Moreover, the main objective of the
company to produce maximum services for their potential customers. There are some ways of
reinforcement.
New uses: adopt new user occasion of the products.
Innovation: adopt new marketing technologies in order to ensure best market activities and
company brand image.
Segmentation: brand needs to adopt new product lime and enhancement of innovation like Apple
invent smart watches after produced smart phones
Opinion leaders: company needs to target on potential customers in order to connect customers
with company products (Napoli and et. al., 2014).
360 Degree communication: Apple and Samsung applies all marketing tools to promote their
product and services.
Collaboration and partnership with each other.
Samsung and Apple both are the most leading brands in the sector. They both compatible from
each other. After the partnership of Apple and Samsung they will get more profit and scope in
the future terms. With the helps of new services and innovation company get more number of
customers for their brands product.
P5 Explaining the brand measurement strategies and brand audit tracking techniques of the
brands.
Brand Measurement strategies
Customer tariff: with the help of customer response company can easily get the information
about the customer moreover, with the help of SEO company get track their potential customer
tariff,
Feedback: Company main objective is to set the company good image in the minds of
customers. With the help of customer feedback organisation knows the customer perception
about the company services. To maintain good image in the customer minds company nees to
provide creative and new products in the market (Xu-ao, 2012).
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Customer Perception: it is very important for the company to maintain the good perception and
building effective market values.
Company sales volume: it is the another method to analyse the brand position and brand
awareness.
Brand equity audit and tracking techniques
It is the method through which company measure the actual position and level of the
organisation. This helps company to make corrective action and customer needs and wants in
order to meet the needs of the potential customers. In order to measure the company brand
equity, company needs to adopt promotional steps in order to make company brand effective and
approachable (Viktoria Rampl and Kenning, 2014). Moreover, the brand audit means it is the
detailed analysis that shows how the company perform in the market and it also helps company
to make comparison from other brands as well. There are some advantages for doing auditing.
 it helps to establish the performance of the brand.
 Discover new brand strength and weaknesses.
 Align strategy in an effective manner.
 Understand to measure the actual level of the company (Napoli and et. al., 2014).
CONCLUSION
From the above discussion it can be concluded that, brand is the most essential part for
the company to take future opportunities and market growth. Present report discussed about the
different aspect of brand of Samsung and Apple. This explained about company brand position
and brand equity and how they helped for the company advancement. Furthermore, this will also
discuss about the brand portfolio management and hierarchy structure of the company.
Moreover, it can be concluded that brand value is the most important attributes for the big brands
and after the collaboration of Samsung and Apple they will get advanced opportunities.
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Online References
Most Common Branding Challenges, 2017. [Online]. Available through:
<https://www.prophet.com/thinking/2014/09/the-10-most-common-branding-challenges/>.
CBBE Model, 2013[Online].Availablethrough:<https://www.mindtools.com/pages/article/keller-
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