Brand Building Essay Example | Topics and Well Written Essays - 1000 words

Brand Building - Essay ExampleBrand image is developed with time through strategies much(prenominal) as promotional campaigns and maintaining a consistent theme such as superior caliber (Kotler & Keller, 2005). Conversely, disfigurement image can only be authenticated by customers direct experiences. Therefore, proper segmentation, positioning and targeting are imperative to ensure that customers appreciate the companys tell on image. The purpose of this paper is to consider the renowned Samsung brand, discussing unhomogeneous strategies through which the company develops and maintains its position in the market. Part 1 The Samsung brand is one of the most renowned international brands. The Samsung brand encompasses a number of subsidiaries and consort businesses, which operate under the Samsung Group, a South Korean conglomerate headquartered in Seouls Samsung Town. Steve, who is a close friend, is an extremely loyal customer of the Samsung brand (Kotler & Keller, 2005). From his cell phone to his television and other technological devices, Steve only trusts the Samsung brand. According to Steve, his loyalty to the Samsung brand can be attributed to the companys robust brand building activities. Steve argues that Samsungs frequency programs and brand image building activities sustain his loyalty to the brand. ... Steve gave an instance of when his Samsung Galaxy Tablet experienced audio difficulties and upon taking it to a Samsung service centre, the problem was fixed almost instantly at no cost. Therefore, Samsung maintains and reinforces its positive brand image, thus maintaining the loyalty of customers such as Steve. Trust plays a pivotal role in enhancing attitudinal and behavioural loyalty to the Samsung brand (Clottey, Collier & Stodnick, 2008). Since Steve trusts Samsung products, as well as the brands positive image, he believes that Samsungs competitive brands such as Toshiba, Sony and Nokia are relatively unreliable, particularly with regard t o the quality of their products, as well as after sales services such as servicing, repair and maintenance. Steve also believes that certain competitive brands are targeted at specific markets such as Asian markets in the case of Toshiba products. Based on Steves assertions, it is clear that Samsungs brand equity is extremely strong, thus the Samsung brand is one of the companys most valuable assets, which consequently enhances the financial value of the company (Jensen & Hansen, 2006). Elements of the Samsung brand that speak to its extensive brand equity include customer recognition of visual elements such the Samsung logo, as well as recognition of the brands values such as quality. The brand has, therefore, been able to position itself positively in the customers mind. The superior quality of Samsung products and the effectiveness of its frequency products make the brand preferable to customers within the target market. Part 2 According to Kotler & Keller (2005) segmentation en tails dividing the market into small groups or