Brand Management Report: An Examination of Samsung's Brand Strategies

This report provides a comprehensive analysis of Samsung's brand management strategies. It begins with an introduction to brand management and its significance, focusing on the development of customer loyalty and the impact on a company's bottom line. The report then examines Samsung's brand portfolio strategy, including the use of branded houses and houses of brands. It delves into the hierarchy management of brands using Aaker's brand equity model, covering brand loyalty, brand awareness, and other key components. Furthermore, the report explores brand extension and leverage, discussing the strengths and weaknesses of Samsung's brand and offering suggestions for improvement. It also examines collaborative and partnership agreements. The report evaluates various techniques for measuring and managing brand value, including brand awareness, market share, consumer attitudes, and purchasing intent. Finally, it concludes by summarizing the key findings and emphasizing the importance of branding in building brand recognition and enhancing market share, revenues, and productivity. The report uses Keller's customer-based brand equity model to understand the brand's identity, meaning, response, and resonance. The role of the marketing department in building brand equity is also discussed, highlighting differentiation, awareness, value, and accessibility.

Brand
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.INTRODUCTION...............................................................................................................3
2.MAIN BODY......................................................................................................................5
3.CONCLUSION...................................................................................................................7
TASK 2............................................................................................................................................7
1. Analysis of organisation's brand portfolio strategy............................................................7
2. Illustration of hierarchy management of brands.................................................................8
3. Analysis of strategies used for managing equity of brands................................................9
TASK 3..........................................................................................................................................10
1. Strength of a brand that can be leveraged .......................................................................10
Difference between brand extension and line extension......................................................10
2. Weaknesses that need attention and providing some possible suggestions.....................11
3. Collaborative and partnership agreements.......................................................................12
TASK 4 .........................................................................................................................................13
1. Brand Value......................................................................................................................13
2. Brand Awareness..............................................................................................................13
3. Market share.....................................................................................................................14
4. Consumer Attitudes..........................................................................................................14
5. Purchasing intent..............................................................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17
.......................................................................................................................................................18

INTRODUCTION
Brand management develops customers loyalty through positive brand association and
also have optimistic impacts on bottom line of firm (Chitale and Gupta, 2013). It is crucial for
every company to create effective relations with the market in order to accomplish their
objectives. Some aspects like competitions, consumer satisfaction and so on are covered in it.
Brand management is refers to a series of techniques utilise to enhance the recognise product and
services value. This is essential for organisation to maintain their value of brand into market in
order to attain their targets. For this report the chosen company is Samsung; which is a leading
South Korean corporation. Its headquarters is in Seoul, South Korea. The purpose of this report
is to discuss the significance of brand and how it is developed and managed over time. Brand
portfolio as well as hierarchy management. Brand extension and leverage are mentioned.
Evaluation of various techniques that are used for measuring and managing value of brand are
also mentioned in this report.
TASK 1
1.INTRODUCTION
Brand is considered to be a sign, symbol, term, name or combination of all these so that
product and services can be differentiated from another competitors. This presents the
knowledge, personality and values that is utilised for marketing and advertising. Customers,
shareholders, management and employees all these four components are connected with brand.
Brand equity is referred as a brand value and strength that determine the product worth.
This aim to put focus on brand management issues (Cooper, Merrilees and Miller, 2015). So,
organisation can develop their equity of brand by quality, reliability, recognisable and
memorable of goods and services.
Branding facilitates many benefits to Samsung in developing the loyalty for consumers. It
assists in encouraging customers interests for purchasing or availing products and services also
serves credibility.
There are various stages which are included in developing illustrious and successful
brand. In Stage one, company want to perceived; in this organisation have to create a successful
brand within customers mind. It considered many factors like clients experiences, preferences,
tastes and so on which are related with product and services. With the help of this stage firm

have the knowledge regarding their goods that are liked by its consumers. At this stage Samsung,
produce products and services according to the requirements of its consumers.
Stage two, enterprise are to be organised as per the promise; this is totally depends upon
the promise done through organisation to their customers. According to this stage, company have
to set some promises as well as values for fulfilling the needs of consumers. At this stage
Samsung have to organise business in order to satisfy wants and needs of its clients.
Stage three, promise has to be communicated, In this firm can create some strategies that
aids them to make promise which are made to their consumers. The colours, texts and designs
are provided in products according to the communication done with their clients (Das, Datta and
Guin, 2012). This is the duty of Samsung to promise and also facilitates standard quality of
products and services and consequently produce for creating successful brand into consumers
minds.
Stage four, Be consistent; In this firm stay consistent and manufacture according to
want, demand and needs of customer. They can not break their promises which it had made to its
clients. At this stage Samsung should remain consistent to deliver promises that aids in
developing brand and improving relations in marketplace.
Role of marketing department for building equity of brand; Marketing department plays
a crucial role for creating brand equity in the mind of consumers. Some role of marketing
department are Differentiation, awareness, value, accessibility and so on.
Differentiation, brand required to be differentiated or distinguished from another
competitors. So, its a department responsibilities to put focus on for promoting differentiated
products and services into market place.
Awareness, for creating awareness, Samsung apply various channels. It assists in
developing awareness and promoting goods between buyers.
Value, in this role consumers generally opt standard quality products and convinced to
pay for that.
Accessibility, when products can reach easily to all consumers then this aids to develop
the image of brand into user minds. It can also be performed wit the help of awareness about
goods and services (Ellery and Hansen, 2012). Therefore, department of marketing required to
play effectual role in deciding goods for its clients.

2.MAIN BODY
Samsung applies various strategies of brand equity. Some are quality products and
services, competitive analysis and so on. Quality products and services, In this Samsung have
to facilitates standard quality of goods and services. It assists them in developing brand value as
well as the product image. Competitive analysis, for surviving in dynamic and competitive
surroundings, brand have to develop goodwill within marketplace. For this Samsung required to
investigate its consumers requirements and manufacture goods as per that. Case study of brand
related to Samsung is that it utilise some core values for utilising quality, innovation, services
trust and value. It is analysed that its value of brand is growing continuously and want to enhance
their value of brand at top in upcoming years. Samsung brand value growth is always focus to
response customers demands. For expanding a coordinated process to enterprise, brand have to
modify to adapt expertise, system and culture of company including products (Elliott and et.al,
2015). Also some strategy are adopted by Samsung are rivals reactions, research and
development, developing brand identity and so on. Due to this its value of brand has enhanced
into market.
Keller customers based brand equity model: This model depends on equity of brand
that explains about developing brand equity, knowing clients and accordingly execute the
strategy (Hankinson, 2012). Samsung apply this model by following some steps such as brand
identity, brand meaning, brand response and brand resonance. Brand identity, this explain about
who are the brand and its differentiation from another competitors. This step assist to develop
awareness of brands between consumers. Brand meaning, this involves identification and
communication of brand means and it stands into market. It belong to brand performance and
images into marketplace. Brand response, In this feedback provide from consumers are known
to be brand response. This involve judgement and feeling of brand performed through clients in
order to enhance value. Brand resonance, this step assists in developing relations between
consumers and firm for accomplishing targets and effective results. This model help Samsung to
build brand awareness and get to know about the performance and image of their brand. Also, it
assist to build relationship among customers.

(Source: Keller customers based brand equity model, 2019)
Samsung apply some brand extension strategy to measure brand equity. It measures the
the brand equity in order to record upcoming affects. Because of this, various brand dilute while
executing expansion. Samsung required to track future impacts and plan accordingly.
Strategy of Brand reinforcement, this is the manner by which brand equity are maintain
that help to keep brand alive for existing and current consumers (Jacobsen, 2012). Samsung
mostly use brand image strategy. This is the image of brand in marketplace that distinguished
from competitors and creating unique image into consumers minds.
Strategy for revitalising, it is the way where firm renew their products because it
already reached at stage of maturity. This is the process for delivering products into market place
with innovative features. Reaching out to community strategy, brand should reach to all
community member to revitalise sale lag and image. Samsung required to used strategy to
convince consumers.
To overcome from brand crisis, Samsung apply some strategy which is related to brand
extension, revitalising for effective results. It has to use many steps like preparing,
communicating, obtaining help from outsides, informing and observing respond. and so on. By
using these steps crisis can be resolved effectually.
Some suggestion for extending and reinforcing a brand of Samsung are it has to develop
knowledge and skills for creating market differentiation and efficacies. Company have to
identify risk so that they can make effective plan. All this help Samsung to extend their brand
successfully.
Illustration 1: Keller customers based brand equity model

Samsung can reinforce their brand, by producing standard quality of product which help
them to develop brand image. Also it can use various channels in order to aware consumers
about its product.
3.CONCLUSION
Branding is considered to be the method that are related with developing image and
unique product name into customers mind with the help of advertisement campaign (Jin and
Weber, 2013). This focus to established the importance and distinguished existence for attracting
and retaining large number of consumers. According to marketing tool, the significance of
branding aids in developing brand recognition. Also helps in enhancing market share, revenues
and productivity. This also assists in building financial value, creating trusts and advertisements.
TASK 2
1. Analysis of organisation's brand portfolio strategy
Brand portfolio is considered as an umbrella under which whole brands of specific
company functions in order to serve requirements of various segments of markets. Brand
portfolio strategy in known to be family brand that have various roles and relations with one
another. This is related with relevance, leverage, deliver synergy and differentiation. In order to
attain objectives, efforts are to be done and revaluation required to be performed. This strategy
assists Samsung to gather knowledge about ingredient, element and best structure of brands. It is
the brand groups within single umbrellas. It includes overall brand to fulfil requirements of many
people. For example, Nestle is a brand under that it facilitates many another products and
consumers brands. The brand portfolios models are adapted by Samsung are mentioned below:
Branded house:
At the time when manager utilise only single brand for whole kinds of products and
concepts then this is known as brand house. It helps in increasing scale and focus towards
brands.
House of brands:
In this brands are not related with one another and are disunited and independent. This is
known to be most powerful model of brand portfolio (Kakati and Choudhury, 2013). Samsung
have various brands of similar category which is as follows:
Basis Umbrella brand Products

Samsung It is a brand that have various
product category.
It facilitates goods in order to
satisfy clients and their
requirements. They deals in
electronic appliances.
Apple Apple itself considered as a
huge brand that facilitates
electronic products.
It deals in some products like
mobile phones, watches, ipod,
ipad and so on.
2. Illustration of hierarchy management of brands
This is refers to a brand structure in company which is also known as brand architecture.
It is the means of describing association of brands with organisation and distinguished with one
another (Jugenheimer, Sheehan and Kelley, 2015). This also considered to be the integrated
methods for developing brand with the aids of relations between many branding options.

(Source: Brand Hierarchy structure, 2019) Hierarchy of brand management are described with
the aids of Aaker brand equity model:
In this, equity are views under five categories of brand liabilities and assets are:
Brand loyalty:
This mean that extend customers are loyal towards brands. Samsung has various loyal
clients due to their standard quality.
Brand awareness:
This is refer as brand or image which is known by people (L. Stephenson and B. Yerger,
2014). Samsung does not need more advertisement for awareness of brand as individuals are
already have knowledge about this brand.
Perceived quality:
In this a quality products are facilitated to people. Samsung provides standard product
quality to its clients.
Brand association:
The degree to which brand association to differentiation, developing positive feeling and
capability to acquire. Some brand association networks are galaxy phones, television and so on
that create a image of brands.
Another proprietary assets:
This consider some intellectual rights of property and relationship with partners of trades.
Samsung required to utilise propriety assets so no one can copy.
3. Analysis of strategies used for managing equity of brands
Strategies of portfolio are used by Samsung in order to manage brand equity which are
mentioned below:
Active portfolio management strategy:
When organisation and manager has potential to bear risk at marketplace are known as
active portfolio management strategy (Mourad and Serag Eldin Ahmed, 2012). This assist
company to accomplish their target objectives. It is applied by reputed brand that have market
share. It needs more research for developing themselves and obtain maximal returns. Samsung
can utilise this strategy in order to increase the competitive advantage, sustainability as well as
beat competitors.
Passive portfolio management strategy:

At the time when firm and manager is not ready to bear risk but want to grow and
improve is known as passive portfolio management strategy. This is important for company to
utilise some factors for good returns. Samsung is brand that has taken various risk to survive into
market. Therefore, this is strategy is not suitable for chosen company as many risk are already
bear by them.
TASK 3
1. Strength of a brand that can be leveraged
Difference between brand extension and line extension
The difference between both the above terms as follows:
Brand extension: It also called as brand stretching strategy. A brand extension is when a
company uses its leverage to launch a new product in a different category. It helps in enhancing
popularity and reputation of renowned brand for increasing demand of new goods and services.
Line Extension- When company launch additional items in same product line under
same brand name then it is called line extension (Müller, Kocher and Crettaz, 2013). This creates
corporation slight twist on establishment of brand as it uses older brand name and imagery in
same product. It is totally opposed to brand extension.
Brand Extension Line Extension
1.it helps in using existing brand name for
launching new product at marketplace.
2.it helps in creating awareness about existing
brand.
1.It assist in increasing number of products in
same known product category.
2. it helps in increasing sale of unrelated
products to existing category.
Brand leveraging is a strategy for using power of existing brand for supporting entry of
organization in totally new product which is related to category (Neudecker, Barczewski and
Schuster, 2015). Samsung has very strong position in the UK market , it deals in the various type
of electronic product. The strengths of Samsung that can be leveraged are as follows:
High recognition of brand name: Samsung is strong brand name in UK which is known
by everyone for its high quality product. Maximum people like to purchase it's product as loyalty
and customers trust is owned by it with help of their offerings which is helpful in achieving
brand leveraging.

Large number of stores and outlets: Samsung has more than 1400 stores and 600
window stores in UK. Due to large number of stores it has wider business portfolio in all over
world. And it provide the products as per customers specification at reasonable prices which
retain more customers as well helpful in brand leveraging.
Wide variety of products: The business organization have wide variety of products, so it
provides various options top customers for choosing best. This helps in increasing profit of
company. Variety of products attract more and more customers which results in achieving high
brand leveraging.
Popular designer brands: Samsung have various products under brand which helps in
increasing profit of the organization. For example, it has wide range of electronic home
appliances and mobile phones in various price ranges. Customer can choose product according to
choice depends on budget, likeness and many more other factors which are key components of
brand leveraging.
Online Shopping: Now a days consumer prefer online shopping more than offline which
provide them convenient and easy way to purchase products. Samsung offer products at store as
well as online (Ruzzier and De Chernatony, 2013). They have their own application for customer
to access it anytime and order products. This helps in attracting large number of customers by
offerings premium quality of goods and services and these characteristics helps in achieving
brand leveraging.
Form above discussion it can be concluded that Samsung has many strength in their
products and service which assist them to gain market position. Thus, it also assist in creating
loyalty of customer and attaining sustainability at market place.
2. Weaknesses that need attention and providing some possible suggestions
There are some weaknesses which Samsung need to improve for better result that are
described below:
Bad publicity as non trendy store: Samsung produce out of fashion and non trendy
products. The features of products produced by respective organization are not much different
from recently produced products. As new generation has no trust on this brand because it is
unable to meet their need and demand which leads to failure of company.

Advancement in products: customers was not able to find advance products by
Samsung so they move towards other brands. It is the biggest drawback of the organization.
Many consumers seem to view Android as an inferior product to Apple’s iOS.
Low scalability of supply chain: Samsung has low scalability of supply chain
management. As company has reached globally but unable to deliver products which leads to
remain unsold stock that creates loss for company.
Suggestions to overcome weaknesses
In order to overcome weaknesses there are some suggestion to company which need to be
followed such as:
Market Segmentation: The dividing customers in market into various groups which
shares similar interest and needs is called market segmentation. Samsung has opportunity to
divide consumers by establishment of shops that reduce maintenance cost and increases profit for
company when compared to mega stores.
New Segments: The business organization need to enter in different segment of market
to fulfilling customer need and wants. As it is facing problem of low sales because of advanced
technology adopted by people. Thus, it can manufacture product with advance features in Asian
countries to capture markets.
3. Collaborative and partnership agreements
The agreement which is entered between two or more than two brands for research
project about nature of working relationship called as collaborative agreement. It denotes parties
for sharing data, research materials in order to improve target proficiency of respective company
(Schultz and Block, 2012). The collaborative and partnership agreements of Samsung are as
follows:
Samsung and IBM has launched new strategic partnership for transforming advance
technology experience using power of artificial intelligence. These partnership firm helps
business to work together and access advantage of artificial intelligence in order to improve retail
sector, customer experiences and increases efficiency of wider operations.
 Through the strategic alliance, Samsung and IBM will collaborate on overall OSS
technology and develop new business opportunities. Samsung's leadership in the LTE
market and IBM's long experience with OSS will create important synergies for the
development of an advanced OSS platform. "The partnership between Samsung and IBM

brings together cutting-edge LTE network technology and LTE service assurance. This
allows service providers to deliver the best experience and value to their subscribers,"said
Andrew Brown, Director of Worldwide Sales, IBM Systems Middleware.
 Samsung is also working closely with Guavus on developing analytics technologies to
bolster its innovative OSS offering. As networks grow increasingly dense and
sophisticated, the importance of big data analytics is becoming more and more apparent.
Samsung will work with Guavus’ analytics expertise to develop real-time analysis
capabilities that are optimized for radio networks. This will help organization in
achieving their goals and customers loyalty.
TASK 4
1. Brand Value
Brand value is the marketing strategy used by industry that describes value of renowned
brand in market. It is also called as brand equity which depends on inherent characteristics of
products. It is explained as a process which is used for calculating value of brand or amount of
money party is willingness to pay (Som and Blanckaert, 2015). It is significant for company to
improve performance for increasing goodwill and market share. Before performing brand
evaluation entity need to answer some questions like what is being valued and purpose for
evaluation. The application of brand evaluation are brand management and financial
transactions. Thus, it is very important for Samsung to use techniques for managing and
measuring brand value in customer mind. For example, Samsung can provide high quality
product at reasonable cost which helps in increasing value of brand at market. The different
brand value measurement techniques are as follows:
Cost based brand valuation: It is valued by using total sum of individual costs of brand
assets and liabilities. Samsung uses such techniques while redeveloping brand in market in order
to calculate actual cost.
Market Based Brand Valuation: This methods compare similar brands which has been
sold in market. Here, Samsung uses such methods in order to know about brand value of other
products.

2. Brand Awareness
The various means of creating awareness about brand in customer's mind through help of
various channels is called brand awareness. It refers extent where customers can recognise or
recall a brand (Tropp, 2013). It is key consideration in brand management, consumer behaviour,
strategy development and advertising management. It is indicator which shows brand
competitive market performance. The techniques used by the organization Samsung for
measuring and managing brand awareness are as follows:
Social media engagement: Now a days social media is used mostly by people to get
information about product. The social engagement such as shares, follows, like and mentions for
knowing effective about media for creating awareness. Samsung uses this media for creation of
brand awareness among customers and users.
Survey: It is most famous and easiest way of creating brand awareness in society and
market. This technique is limited through the sample size and data of qualitative nature. Samsung
can use that technique for creating brand awareness as well as various products which is offering
by it to it's customers.
Search Engine Queries: It is also the most easiest techniques used by business
organization for searching any product. It provide description of goods and create awareness to
customers. Samsung uses google analytics as search engine in order to create awareness.
3. Market share
Market share is the percentage of market's total sales earned by particular organization
over specified time period. This is calculated by considering sales of company over specified
period of time divided by total sales of firm in same period. The techniques used by Samsung for
measuring and managing market shared are as follows:
Market share reduction: Market shares reduction is calls for general the marketing and
selective. It is the attempt made by company for reduction of consumer demand which can be
permanently or temporarily (Winchand Webster, 2012). This techniques is used by Samsung for
managing and measuring of market shared by reducing prices of products which leads to
sustainability, growth and profitability.
Market Share Maintenance: The company has to optimize its resources for success and
growth. Enterprise can maintain market share by cutting price in market. Samsung can use

following strategy for maintenance like market fortification, product innovation and
confrontation strategy. This assist in achieving objective and goal of firm.
Market Share Building: This techniques uses in measuring and managing market share
building of enterprise. It can be done through promotional, innovation of product, market
segmentation and distribution. This leads to market value and grow share of Samsung for
sustainability and earning maximum profit.
4. Consumer Attitudes
These are the integration of feelings, beliefs and behavioural intentions toward things or
object within marketing. There are different type of human beings who have different nature and
behaviour towards different products and services. This type of peoples also effect the others
towards purchasing of goods and services in marketplace. There are various techniques used by
Samsung. For managing and measuring attitude of customers as follows:
Structured Methods: Method which is formal in nature and has systematic sequence is
called structured. It is divided into disguised and non disguised in form of guessing errors reveal
attitudes, ordinal and interval. This technique is used by Samsung to know about attitudes of
customers and producing products and services.
Non Structured Methods: The methods is informal in nature or without systematic
approach is called non structured. It is also divided into disguised and non disguised in form of
word association, sentence completion, pictorial techniques, interview, focus group and depth.
This technique helps Samsung to know about consumer attitude regarding product.
Customer Satisfaction: It is the most important techniques for all types of organisation.
If consumer is happy then it can influence other to purchase such products. In order to survive in
market, Samsung provide high quality goods and services to its customers. It should be managed
by all entities very efficiently and effectively.
5. Purchasing intent.
The chances or probability in which consumer will purchase good or service is called
purchasing intent. For evaluation of intent, marketers uses predictive modelling for possibility of
future outcome through historical or past data (Ellery and Hansen, 2012). It is willingness of
individual to buy certain product or service. The techniques adopted by Samsung for managing
and measuring purchasing intent are described below:

Quality Products: As customer are willing to pay for high quality goods and services so
company should provide it. This helps users to create intent for purchasing products. Thus,
Samsung believe in serving better and high quality products to their customers for surviving and
sustaining its business at marketplace.
Affordable Price: Price should be affordable by customers for goods and service. It
should be easily adopted by user for purchase of products. Samsung try best to provide high
quality with minimum price.
The measures to audit and track brand value in Samsung are:
Cost Based Brand Valuation: Samsung uses such techniques while redeveloping brand
in market in order to calculate actual cost. This helps in proper auditing and creating brand value
in market.
Market Based Brand Valuation: Samsung uses such methods in order to know about
brand value of other products. Through this one can about their brand value in market.
CONCLUSION
From this report it can be summarised that Samsung should use branding as marketing
tools for growth and increasing profits. In order to survive in competitive era, brand value has to
be increased by providing high quality goods and services. For managing and measuring brand
value, awareness, purchase intents Samsung has to apply techniques such as offers, quality
product, market share reduction and many more. Thus, Samsung has to focus on improving
weaknesses to achieve objectives and use strength to earn maximum profit and sustainability.

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