Brand Management Report: Samsung's Brand Building and Management

This report delves into the intricacies of brand management, using Samsung as a case study. It begins with an introduction to brand management, defining key concepts such as brand equity and the importance of building a strong brand identity. The report then explores the process of building and managing a brand over time, emphasizing the significance of understanding target audiences, defining brand mission and vision, analyzing competitors, and establishing clear guidelines. It examines the application of Aaker's Brand Equity Model, including brand loyalty, awareness, and perceived quality. The report further analyzes Samsung's brand portfolio management, brand hierarchy, and brand extension strategies, along with techniques for measuring and managing brand value. The report also includes an examination of Apple's branding strategies, which allows for a comparison of the two companies. Overall, the report provides a comprehensive overview of brand management principles and their practical application within a major global corporation.

BRAND
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Building and managing brand over time.....................................................................................1
Introduction.................................................................................................................................1
Main Body...................................................................................................................................2
TASK 2............................................................................................................................................5
Various strategies of portfolio management, brand hierarchy and brand equity management...5
TASK 3............................................................................................................................................7
Brand extension and leverage.....................................................................................................7
Brand Extension..........................................................................................................................8
Line Extension:...........................................................................................................................8
Vertical Extensions:....................................................................................................................8
Vertical Extensions consist of brand is expanding up into different market segment. ..............8
Strengths of the brand that can be leveraged:.............................................................................8
Weaknesses of the brand that can be leveraged:.........................................................................9
Collaboration and Partnership Agreements................................................................................9
TASK 4..........................................................................................................................................10
Different kinds of techniques for measuring and managing brand value.................................10
CONCLUSION .............................................................................................................................12
REFERENCES .............................................................................................................................13
Books & journals.......................................................................................................................13

INTRODUCTION
Brand management refers to a procedure which is adopted by a firm in order to enhance
value of their brand and product line in a particular period of time. Through effective brand
management company able to develop loyal customers who purchase their products and service
through which firm high profitability ratio (Abratt and Kleyn, 2012). Organisation taken for this
assignment is Samsung which is founded by Lee Byung Chul in 1938. It is operating in
conglomerate industry and its headquarters is situated at Seoul, South Korea. The respective
company offer their products and services such as apparel, automotive, customer electronics,
DRAM, solid state drive and many more at worldwide level. Along with this they also provide
various services like advertising, financial services, hospitality, communication technology and
many others. Topics covered in this report are related to developing understanding of brand in
over a time and it will also include brand portfolio as well as hierarchy management. Along with
this, respective report include brand extension and leverage as well as it explain about measuring
and managing of brand value.
TASK 1
Building and managing brand over time
BRAND IS POWER
Introduction
A brand is image or services which helps to know the identity of the product. Brand
Equity means the perception towards the product or services and added the value to the
product by their brand name. In order to build a strong brand name companies are
required to follow certain steps effectively. Firstly, they should focus on to the target
audiences, i.e., the identify customer need and demand The next step requires is the
brand mission and vision, the company should make the goals and expectations which
they have achieve in future (Abratt and Kleyn, 2012). Thirdly is that the company should
focus on the competitors which is the main part of the organisation and it is important that
the firm should create the value which is different from others brand. The another step
which is required that is the guidelines which helps to make strategies to their brand.
Marketing department play important role in making the brand equity. It is necessary to

determine the customer need and demand and to communicate with customer in an
effective manner. The important part is the feedback from the customer will help to gain
the opportunity for strengthen brand equity Main Body
Optimum Impression Ltd. Is one of the company which works with the objective of
providing consultant services to other organisations. It works as a marketing consultation
company to other big brands and aid them in order to enhance the performance at competitive
marketplace. Optimum Impression Ltd. is a company who provide guidelines to other
companies regarding marketing as well as advertisement strategies with the help of which they
create effective brand image at the marketplace. In a given article there is a detail description
about a company named as Apple Inc (Annie Jin, 2012Balmer, 2012). It is one of the large scale
organisation and deals in various technological products and services. Headquarters of the
company is located in California, US.
In today's competitive environment, it is very essential for the organisations to have
effective strategies to beat the competition. With the aid of which they create strong brand
image of the organisation and attract ample number of customers towards their environment. In
addition to this, there are huge number of companies deals in telecommunication and electronic
sector who have applied different marketing strategies which will aid them in an effective
manner. Apple, Inc. is one of the most significant example which adopts marketing strategies in
order to enhance the growth of company. It is the company which adopt different effective plans
and strategies in order to enhance the brand name as well as statues at the marketplace.
Company retain its market position in an effective manner with the growth of brand value which
is up to 16% at $214.5bn (Apple retains crown as world's most valuable brand as Facebook
value sinks, 2018). There are ample number of risk associated with the strategies which might
negatively affect the working of organisation. One of the strategies adopted by management
team of Apple is innovation and creativity. Along with this, they develop products and services
according to the requirement of customers in order to satisfy their needs and wants. One of the
example of such product is AirPods, these are the earphones which are unique as it does not
have any kind of wires as well as work with the help of Bluetooth (Braun, Kavaratzis and
Zenker, 2013). Apart from this, it is the strategy which includes huge risk as if this strategy
wont work in today's market company face huge loss at the market place. In addition to this, one
of the strategy which is used by large number of companies is pricing strategy. With this

strategy, Brand equity will highly influenced. In this context, company adopt premium pricing
policy as it will aid them in order to gain status at the marketplace. This strategy is mainly
applied by the company for their new products, this will aid them in order to gain high
competitive advantages at the marketplace. It is the perception of customers, that high price
provide high quality services and satisfy the requirements and demands of customers. While
adopting this strategy, company face various pitfalls at the market place. Therefore, it has been
identified that, strategies adopted by companies must be effectively planed and channelised, so
that they can eliminate any kind of negative affects effectively.
It has also been examined that there are various benefits which will enhance the
performance of company at the marketplace (Bruhn, Schoenmueller and Schäfer, 2012E). This
will aid the company to get globalised at international level as well as retain their customers for
a longer period of time. In the present context of apple, they have very effective brand image at
the market area along with trusted employees as well as loyal customers.
With the help of above example, it has clearly been identified that branding is one of the
most important part for every company. For enhancing the brand equity, company adopts
various models. One of the most effective model used by organisation is Aaker's Brand Equity
Model. This model is effectively used by Samsung, it is one of the largest company in
telecommunication and electronic sector.
Implementation of Brand equity model
the brand model is given by David Aaker. This model help to achieve the brand equity in
the competitive market. This is all about the brand loyalty, quality and perception o0f the
customer towards the brand and the product services provided by the company. The awareness
which are also a components of a successful brand strategy model (lliott and et. al., 2015). This
model describes the effectiveness of the brand management and building the brand identity.
There are four major elements of Brand Identity as per this model which are mentioned below:
Brand as a Product: This effectively attributes, and value added to make a quality of firm's
offerings.
Brand as an Organisation: As a company, this element deals with attributes of the
organisation, its local as well as global activities.
Brand as a Person: The personality used by the company in its brand is called the person
which adds value to the product or services.

Brand as a Symbol: the logo or signs and symbols which represents the brand is called brand
symbol.
As for Samsung, there are some suggestions for brand extension as well as
reinforcements as per this model which are mentioned below:
Brand Loyalty: this is one of the important part of the organisation brand loyalty means the
customer who are long term consumers who sticks into one product or brand due to satisfaction
towards the needs and demand fulfilled by the company. The features and services of the
product helps to gain the customer loyalty and trust towards the brand
Brand Awareness: the another important parameter is the brand awareness. The company
quality which has a unique features from other brands (Erdoğmuş and Cicek, 2012). So the
company who make the product or service awareness through advertisement and social media
even through campaigns
Quality Perceived: the another important thing about the product is how is the customer
perception towards the brand. The positive or negative impact will affect the business a lot.
The suggestions for the company is to communicate the product as well to supplier in an
effective manner. Another is apply on focused approach. Branding for a firm like Samsung can
be in an effective manner by using marketing tools and techniques. Applying the tools and
techniques which help to achieve the target customer. Samsung features and quality the
customer growth and profit.
Conclusion
Marketing is a important role in branding the image of the industry. There are various tools
through which marketing can done. With the social media Samsung can expands its sales and
can increase its profit. It helps to create customer loyalty and motivate the customers to buy the
firm's product. Thus branding helps to create the brand image in front of customers and as well
as to it enables the company to gain profit.

TASK 2
Various strategies of portfolio management, brand hierarchy and brand equity management
Brands portfolio management strategy of firm
It is describe as a strategy which is seems as an umbrella at which there are diverse type
of products and services offered by a company in their potential market place. It is beneficial for
a company because through it company able to decide appropriate strategy for them such as
differentiation, leverage, synergy and many other (Annie Jin, 2012Balmer, 2012). Along with
this in order to attain objective and enhance performance company need to analysis as well s
refine need of members related to them. By adopting this in effective manner Samsung able to
operate their business and manager all their products line in effective manner. Which help them
in attaining huge customer base and earn high profitability ratio.
Hierarchy brands management
Brand hierarchy refers to combining the strategy of brand in order to display number as
well as nature of same and diverse brand elements within a firm. It generally contain sub brands
operating under huge brand. It is also known as brand architecture of a company and it is also
consist of development of brand along with creating relationship with diverse brand. In respect
of Samsung they offer variety of products i.e. Tv, mobile phone, tablets, virtual reality headset,
home theater, security system, home appliances and many more (Samsung’s wide range of
Galaxy products means there’s something for everyone, 2019). Along with this within these
products line they offer variety of products ranges such as in mobile phone range they offer
Galaxy Ace 2, Z1, Galaxy, Galaxy A9 Pro, Galaxy Nexus and many more. Brand portfolio
model adopted by respective company are mentioned below:- Branded house:It refers to that type of branding model in which a company offer their
whole products and service through one brand name. In this they offer all offering
through the same company or brand name (Zaglia, 2013). In respect of Samsung they
offer their products through respective model. This is so because they offer all products
through the name of Samsung such as Samsung Galaxy, Samsung Gear S3 Frontier
Smartwatch and many more.
 House of Brand: It refers to that brand model in which company offer their each and
every products through diverse name or they collaborate with some other company.
Through this they able to develop their presence through variety of name. Such as Marks

and Spencer they offer their products and services through various sub branch like
Classic, Indigo Collection, Autograph and many other.
Portfolio strategies utilised for managing brands equity
Portfolio strategy refers to roadmap or framework which is developed by a company
through which investors can determine assets which they can use for attaining financial goal.
There are major five elements which must be consider i.e. risk in investment, effective allocation
of assets, benefits analysis, portfolio performance management and innovation in market (Wirtz
and et. al., 2013). Portfolio strategies which is adopted by Samsung are given below:- Active portfolio management strategies: This strategy is generally adopted by a firm
and its manager when they have potential to take risk in to their potential marketplace.
This will help them in adopting new and attractive innovation that leads to attainment of
goal and objective properly. This is generally adopted by huge and renowned company
because thy have strong brand image and market shares. But for this manager need to
conduct wide analysis of market so that they gain proper outcome. In respect of Samsung
by adopting this strategy they able to gain high competitive advancement at a
marketplace. Along with this it also help in gaining market shares and help in retaining
for a long time duration.
 Passive portfolio management strategies: This strategy is generally adopted by a
company and its manager when they are didn't want to take risk or adopt any strategy
which decline their profitability ratio or market value (Syngal and et. al., 2015). It is
generally adopted by a small and medium company who want to establish their business
for a long time without any issues. This strategy is not adopted by Samsung because they
mainly focus on adopting new technology for developing products and services.
Basis Umbrella brand Product
Samsung They offer products and
service in conglomerate
sector. They adopt advance
technology for developing
products.
Products offer by respective
company are mobile phone,
tablets, virtual reality headset,
security system, home
appliances and many more
Apple The respective company offer They offer IOS inbuilt

variety of digital products but
their cost are high as compare
to other mobile companies.
software mobile phone. Such
as iPhone 7, I Phone X and
many more.
TASK 3
Brand extension and leverage
Brand is a unique name, image which identifies the seller goods and services. Brand
leveraging is strategy which uses the power of an exciting product and brand name for
supporting a company to enter into new market by communicating valuable information about
the goods and services to user. In other words, creating or launching the new brand or the
product from the help of existing brand, name is known as brand leveraging (Fuchs and et. al.,
2012).
The well know company Samsung is an example which is dealing with this strategy.
Example Samsung electronics, they started with the television with different appliances now
Samsung has captured the mobile market and other gadgets which are regularly used by the
customers. As this noticed that brand leveraging is crucial tool for any organization.
Brand leveraging is important for an organization for introducing the new product because:
 Customers have the proper knowledge about the existing brand, which helps the the
organization to enter into the new market, as customer are familiar with the brand.
 This carries positive brand image and attitudes into a new product category, that allows to
build the positive perception of brand.
 Strong leveraging recognize the brand by which consumer are mostly attracted and like to
try the new product.
 As this reduces the cost of introducing and marketing of the leveraged product.
Developing the brand strategy is the most challenging part in marketing as it plays important and
vital role in creating a company image and identity (Gummerus and Pihlström, 2012). The
management of the Samsung can use the effective techniques for the Brand Leveraging and
Extension which helps in growth and the success of the organization.

Brand Extension
Brand Extension is a strategy which helps in introducing the new product category. In
other words, when an existing brand name is used for the introducing the a product in a different
category. This helps in increasing the product line as well as the product mix also create the
brand image. It also reduces the efforts, money and time for the promoting of the new product
and focused of market positioning (Huang and Sarigöllü, 2014).
There are two techniques line and vertical techniques which can help the management for brand
leveraging and extension.
Line Extension:
Line Extension defines as the expansion of any product line. In other words, adding the
new variety and features in the same product under the same brand and convert it into it new
product. Product line consist of variety of products of same category, for example the company
Samsung has premium smartphones, which has their unique series like A series, S series, J series
and many more (Jahn and Kunz, 2012).
Vertical Extensions:
Vertical Extensions consist of brand is expanding up into different market segment.
The management of the Samsung uses the line extensions techniques which has the
multiple in their product as this helps in expanding their market all over the world and profit
maximization.
Samsung has multiple range in product brands which is the most important and crucial
for brand. The company has a large number of product lines which has some certain positive and
negative aspect , as they are discussed below in the form of strengths and weaknesses which are:
Strengths of the brand that can be leveraged:
 The biggest benefits for the Samsung in leveraging, that the customer are aware about
brand and have the perfect knowledge about quality of the product. This will help the
company to easily leverage their brand for the new upcoming products (Kapferer, 2012).
 Brand leveraging allows the company to do modification in designs of old products for
introducing the new products. This results in the strength for the Samsung as it can
increase their product line for example A, J, S series and also for the customers as they
are getting new innovative product from the familiar brands.

 The management of the Samsung can adopt effective marketing strategies for their new
products which allows the organization to target their market as well as the customers
by the new innovative marketing strategy.
Weaknesses of the brand that can be leveraged:
 The lack of similarity, quality and inconsistency can destroy the image of the whole
brand of organization.
 Some times the mistakes in brand extension, gives negative impact on the parent brand,
which destroy the image as well as the customers.
 The new product is having high prices, it leads to the weakness. The company should
keep the price neither too high or not too low as this will be beneficial for both
organization as well as the customer (Kapferer, 2012).
 The weakness for the Samsung can be the technology of the new product, that should be
the advanced which enhances its and the productivity and utility of the product., which
will increases the sales.
 The major drawback for the Samsung can be the technology, that it should apply the
better technologies from the previous one, which will attracts the customer towards the
new product.
Collaboration and Partnership Agreements
An unique way of Samsung leverage in its brand is by adopting the collaboration and the
Partnership agreements. The company Samsung has the option of doing agreement with new
and different field company which will help company to share their expertise and the innovative
strategies for new products. These agreements allow Samsung for garbing the opportunity and
growth (Kavaratzis and Hatch, 2013). This objective of the Samsung helps in giving best
services to the customer's. The agreement of the company Samsung was with NEC to which
helps in exploring the new opportunities and bringing 5G technology to maximum the profit and
number of customers. These types of agreements create an positive and the effective impact on
both the companies and the customer as well as they are building their brand image. Another
example of agreements is between Samsung and Microsoft where the both the parties are agreed
to relaunch Microsoft pre-installed services in their mobile phones. The aim was to enhance the
productivity and the approach of Microsoft's services and to maximum their users.

TASK 4
Different kinds of techniques for measuring and managing brand value.
There are various tool and techniques which can be adopted by a company in order to
measure and manger brand value at a marketplace. This is so because through it they able to
attract more and more customers that help in enhancing profit as well as company goodwill
effectively. Some of the major techniques which an organisation adopt are explain below:
Brand value: It is describe as a tool through which a company able to know about their value
within a marketplace. This is also consider as financial value for a firm's brand and it is a
intangible assents which can be measure by a company by its outcome. There are various
benefits gain by a company through effective brand value such as help in developing decision
related to investment (Reza Jalilvand and Samiei, 2012). Along with this, it help in identifying
return on investment as well as it is also helpful in decision making process of designing
products and services. Such as brand value of Apple Plc is that it is consider as world's most
valuable brand as well as it is also grow to 16 % year by year and it is approx $214.5 Billions
(The World’s Most Valuable Brands 2019: Apple On Top At $206 Billion, 2019). There are
various ways through which a company measure its brand value, from which some are explain
below: Cost based brand valuation: Through this technique an organisation can evaluate its
brand value and this will include measurement of total assets as well as liabilities of a
company (Nagurney and Yu, 2012). Factor's which cost are included in this are
promotional cost, licensing cost, manufacturing cost and many more. For this Samsung
will analysis and calculate all cost which they involve during whole year for conducting
various activities.
 Regular innovation: The brand value of a company is also evaluated through regular
innovation which they conducted in a year. By this they able to attract more and more
customers that help in develop effective brand value and image. In respect of Samsung
they adopt innovation on continuous basis which attract customers and help in conducting
work easily as well as effectively. The respective company adopt innovation at regular
basis for example they introduce microwave over in Korea in 1978, they introduce first
black and white TV in 1972 and so on (Samsung and Innovation, 2019).

Brand awareness: It refers to method through which a company able aware about products as
well as services to potential and target customers. This will help them in attracting service users
and encouraging them to purchase offerings effectively. Such as Fossil conduct most attractive
brand awareness by using display advertisements through Amazon advertising (Fossil creates
higher brand awareness using Display Ads, 2019). Through this respective company able to
attract huge customers and encourage them to purchase products. It can be also measured
through several tool:-
 Survey: For this company may conduct survey by adopting e mail, phone, website and so
on as well as it can also be done through taking feedbacks from existing customers. In
respect of Samsung they conduct time to time survey by taking feedbacks from
customers. This will help them in developing effective and appropriate strategies as well
as products that attract customer.
Market share: It refers to shares which is earn by an organization in a particular time period by
offering specific products as well as services. It can be measured by analysing total revenues
earn by a firm in particular market and in specific time period. For example Coca Cola is holding
highest market shares in carbonate beverage industry and that is 48.6 % (Market share of
carbonated beverages worldwide as of 2015, by company, 2019). It can be measured by various
method such as :-
 Market share building: This tool is adopted by a firm in order to measure market shares
of a company in a particular time duration (Kucherov and Zavyalova, 2012). This can be
performed or measure by segmenting and conducting innovation at market. By adopting
this Samsung able to enhance their market shares by offer innovative products to
customers.
Consumer Attitudes: It can be define as a method which include various things such as
behaviour of customers, their feelings, behaviour and so on. Through this a company know about
demand as well as requirement of potential customers related to products and services offer by
particular firm. Such as potential customers of Unilever want to device or technology that will
help them in reducing water and energy wastage (Change consumer behaviour, 2019). There are
several method which are used to measure customers attitude:-
 Satisfaction level of customers: According to this method company take feedback and
suggestion from customers in order to determine their satisfaction level. This will help

them in developing products and services in effective way. In respect of Samsung they
conduct customer's satisfaction level analysis which help in develop new products and
services according to their requirement.
Purchasing Intent: It is define as a probability of situation that a customer will buy products
and services of a particular company. For this company use model like predictive model by
which they estimate possibility through analysing past data or statistics. It can be measured by
various method such as:
 Offers: It is one of the essential method which is adopted by a firm in order to enhance
their purchase intent. This is so because through offer customers get attract and buy
products and services at huge rate. In respect of Samsung they provide various discount,
sponsors event and so on which help in attracting customers at huge rate (Samsung
Marketing Strategy: The Master Brand, 2019).
CONCLUSION
By evaluating above points it can be summarised that of every company brand
management is essential because through it they able to attract customers which help in gaining
high profitability ratio. There are several strategies for a customers such as satisfaction,
awareness and identity of a products and service. Along with this for sustain at a particular
market place company need to develop their brand value by effective analysis about factors like
customers behaviour, purchasing intent and many more. Through this they able to develop
proper strategies which attract customers. Along with this through this respective company able
to operate their business in effective manner which help in gaining huge profitability ratio as
well as market shares.

REFERENCES
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