Samsung Brand Analysis

Samsung’s Brand Equity

Salience

Because of its strong market position in various categories of electronics, Samsung has strong (both depth and breadth) brand salience. Samsung has a wide breadth of salience because of its wide range of electronics – TVs, cell phones, LCD displays etc.

Performance

Samsung wishes to portray itself as a brand that produces high quality, premium priced, innovative products. Manufacturing has always been its core competence and its ability to manufacture mass-produce LCD televisions at a low cost allows them to be a long-standing leader in the industry. Samsung’s products are also known for its visual simplicity and functional performance. According to the consumers, however, Samsung’s products are seen to be of questionable quality, cheap and difficult to use.

Imagery

According to the Samsung vanguard consumers study, consumers perceive Samsung both positively and negatively. Some consumers describe Samsung as arrogant, quiet and a loner. Others describe the brand as friendly, exciting and sophisticated. The difference in opinion could be due to an inconsistent brand image. Its strong emphasis on producing R&D and producing innovative products could be a reason why it is seen as a cold and aloof brand.

Judgement

Samsung possesses brand credibility because of it is seen as an innovative and competent brand. It however needs to work on its brand superiority since it is viewed as a ‘Follow the Leader’ brand by countries such as Germany, Hong Kong and the UK.

Feelings

Samsung evokes feelings of excitement. Consumers do not feel that Samsung is a caring brand and it hence needs to work on evoking feelings of warmth.

Resonance

Samsung’s consumers feel that they are not able to relate to the brand because of the lack of a brand image. This could be due to the inconsistent brand image that is portrayed around the world. Samsung needs to work on its resonance in order to shake off perceptions of it being an uncaring and aloof...