Contents

Introduction of Samsung brand...................................................1

1.1

History..................................................................................1

1.2

Company..............................................................................2

2 Graphical display of mental association and product category

structure........................................................................................... 3

2.1

User friendly smartphone.....................................................4

2.2

Design.................................................................................. 4

2.3

High Performance.................................................................4

2.4

Technology and Innovation...................................................4

Product category.........................................................................5
3.1

Mobile device........................................................................6

3.2

Smart televisions..................................................................6

3.3

Camera................................................................................. 6

3.4

Laptop/PC............................................................................. 6

3.5

Tablet.................................................................................... 6

3.6

Home Appliances..................................................................6

Identify the position of the brand in the brand equity model......7

4.1

Samsung brand equity model pyramid.................................7

4.1.1

Brand salience................................................................7

4.1.2

Brand imagery................................................................8

4.1.3

Brand performance........................................................8

4.1.4

Consumer feeling...........................................................8

4.1.5

Consumer judgment.......................................................8

4.1.6

Consumer brand resonance...........................................8

Brand Elements of Samsung.......................................................9

5.1

Name.................................................................................... 9

5.2

Logo...................................................................................... 9

5.3

Catch phrase........................................................................9

5.4

Jingle and colour...................................................................9

1 Introduction of Samsung brand

1.1 History
Samsung Company began on March 1, 1938 when Byung-Chull Lee is the
founding chairman of Samsung. Initiated a business in Korea with a capital of
only 30,000 won. The primary products of what was then Samsung were dried
Korean fish, fruits, and vegetables traded from Beijing and Manchuria.
Meaning of Samsung, it has the root words "three stars." The business or Mr.
Lee expanded and it had acquired confectionary machines, increased its sales
operations and as we have known at present it has become a global
corporation that is now offering various brands, products, around the world.
The Samsung Electronics that mainly produces Samsung mobile phones and
other mobile phone deals today is similar to the Samsung Company that
existed in the 1970s.
In the 1970s, the strategic foundations of Samsung became more established
when it engaged itself to various investments in petrochemical industries and
in 1974 it continued to expand its business as Samsung Shipbuilding
Company. And then Samsung entered the production of home electronics

business

apart

from

the

semiconductor

manufacturing

industry

it

acquired hereafter.

1.2 Company
Samsung has grown into the large and highly respected conglomerate that it is
today. Headquartered in Samsung Town, Seoul, Samsung operates in 74
countries, with 510 global points of presence, in four major industries:
Electronics, Machinery, Chemicals, Trade and Services, and Financial
Services. Under Samsung Electronics, there are three sub- categories of
products. First is Consumer electronics which involves Samsungs Visual
Display, Digital appliance, Printing solutions, and Health & Medical
equipment businesses. Second is Device Solutions which includes Samsungs
Memory, Systems LSI, and LED businesses. The third and final sub- category
is IT & Mobile communications which deals with the companys Mobile
Communications, Network, and Digital Imaging businesses.
In 2000 Samsung became Top 100 best global brands, with a brand value of
5.2 billion USD. Since then, Samsung has been climbing up the said
prestigious chart, ranking 19th in 2010, 17th in 2011, 9th in 2012, and 8th in
2013 with a brand value of 39.61 billion USD This Company targeting a
diverse set of consumer young consumers, professionals, married couples to
families with kids.
Samsung company have large product category this are mobile devices,
television/ audio & video, home appliances, digital cameras, memory/ storage,
PC/ peripherals & printer, and accessories Samsungs competitors include
Apple, Sony, Lenovo, Nokia, LG, HTC, Huawei, Panasonic, Canon, Nikon,
Whirlpool, and GE. Of these, Samsung is aptly aggressively pitted against a
single company Apple.

2 Graphical display of mental association and

product category structure.
When we talk about Samsung firstly what is the come to our mind? Everyone
should know, its smart android phones. Lot of people used their first
smartphone is Samsung. Today Samsung brand is top level in people mind.
Then Samsung Company easy to promote their other product. We can identify
Samsung brand, we have to remember something there are,

MENTAL MAPPING
Innovative

Trustworthy

Trendy

Reliability

Samsung

Technology

Design

User-friendly

Performance

2.1 User friendly smartphone.

Samsung smartphone is user-friendly phone. It operate by android operating
system. Day to day they update their features and add to high performance
application. We can use Samsung as our wish. They always try to give new
experience for people.

2.2 Design
Samsung brand design their product very attractive and trend. Especially
Samsung smartphone and tablet-pc have different colours. They used quality
material for specially their electric accessories.
Ex: android devise display made in gorilla glass material. Its very hard and
less damage glass.

2.3 High Performance.

Samsung product have high performance. They always try to increase their
performance speed. Topically they release new software version.
Ex: android versions- gingerbread, ICS, jellybean, Kit Kat, Lollipop

2.4 Technology and Innovation

Samsung use new technology. They have been successful in integrating
technology with electronics and becoming the market leaders. They also have
the advantage of manufacturing their product own factory. We every time
expect for new product for our consumption experience. Samsung brand
product innovate new product and design.

3 Product category
Mobile
Devices

TV / Audio /
Video

SMART
Camera /
Camcorder

Notebooks /
Display

Smartphone

television

Smart NX

Notebook
computers

tablet

Galaxy note

Home
entertainment

Galaxy camera

Blu-ray players

Smart compact

Chrome
devices

Print
Solutions

Home
Appliances

DVD

Smart
camcorders

Accessories

SSD

Smartphone
Accessories

Memory
Cards

Tablet
Accessories

ODD

TV / AV
Accessories

Laundry
Colour Printers

Refrigeration
Mono Printers

Tablet-pc

Dishwasher
Faxes

Mobile phones

Memory /
Storage

All in one

Ovens
Colour Multifunction
Printers

NX
Accessories
Camera
Accessories

Galaxy camera

Set top box

camera

Monitors

Microwaves
Mono Multifunction
Printers

Galaxy gear

Wireless audio

camcorders

PC
Accessories

Cooker hobs
Supplies &
Options

3.1 Mobile device

In the mobile phone category, Samsung has made sure to have a
lengthy extension of its products starting from basic phones to the
most advanced smartphones. In Sri Lanka the brand equity of
Samsung is very high. About a decade back what was once
dominated by the Nokia and Motorola have now been captured by
Samsung.

3.2 Smart televisions

In 2007, Samsung introduced the Internet TV, enabling the viewer to receive
information from the Internet while at the same time watching conventional
television programming. Samsung later developed "Smart LED TV", which
additionally supports downloaded apps. In addition to existing services such as
news, weather, stock market, YouTube videos, and movies.

3.3 Camera
Samsung camera specially target for Asian country people. It has
favourable price and picture quality.

3.4 Laptop/PC
Samsungs entry into PC segment began by launching monitors. This
was a huge success and even today many people prefer having a Samsung
LCD monitor. Samsung laptop have good quality and best performance.

3.5 Tablet
Samsung with the launch of Galaxy Tab series for young and adult customers.
Samsungs tablets run on Android platform and the prices are also quite low
when compared to its competitors.

3.6 Home Appliances

Samsung is also a leading manufacturer of many home appliances.
Refrigerators and Washing machines are manufactured by Samsung.

4 Identify the position of the brand in the

brand equity model.
The purpose of the brand equity pyramid is to outline the basic building blocks
of what the brand should stand for in order to guide the process of building
brand equity.it is basic determining key elements of the brand strategy-brand
vision, brand positioning, brand personality and brand measurement.

4.1 Samsung brand equity model pyramid

Online
world

Quality

Fun

Material

Exiting
Fashionab
Premium

Simple

Affordable

Basement

Price
skimming

High trend
Fashion
Popular
Technology
&
Innovation

4.1.1 Brand salience

Achieving right brand identity involves creating brand salience. Brand
salience related to aspects of customer awareness of the brand. Samsung brand
awareness is high trend, popular and technology.

4.1.2 Brand imagery

Samsung has done a very good job in reinventing its brand image. From being
perceived as a brand that sells cheap, copycat versions of Japanese technology
products. Samsung is now a brand that is regarded with very high respect.
Now able to command a premium for its products. Although it has this image
of being more affordable than Apple. It is still able to evoke an image of being
trendy. . It is still able to induce an image of simply and ease
4.1.3 Brand performance
Samsung electronics are high performance goods. People always mind
Samsung products are classic and premium product.
4.1.4 Consumer feeling
When we see Samsung product it have very attraction outlook. We have feel
fashionable, fun and exciting. Samsung brand always look like entertainment.
There are material and quality. Samsung came up with new ideas to be more
customer-focused and creative in order to establish a strong brand feeling in
the global market
4.1.5 Consumer judgment
People every time try to judgment about brands. They judgment about
Samsung specially focus two things. Their main strategy was to provide the
best quality products in order to meet their customers expectation.
4.1.6 Consumer brand resonance
Overall the performance of this brand seems to be very impressive in terms of
popularity, revenue and the contribution they are making to the mass public by
offering their products.

5 Brand Elements of Samsung

Samsung has single brand element is the simple and bold typeface logo.
Simple design but visually appealing. Colours are the white and blue.it is
registered trademark which mean unauthorized use is subject to legal action.
Consists of simple geometric shapes and text, and does not meet the threshold
of originally needed for copyright protection.

5.1 Name
Samsung comes from Korean and means three stars, which is the symbol of
something powerful and everlasting. This name is quite memorable. It is
probably less adaptable, however can be easily transferable. Samsung can
have a vast line of products and product categories under unchanged name as
long as it stay in the electronics industry. This names are quite unique so they
can be protected.

5.2 Logo
Samsungs logo is the brands name written in a blue oval. Since it includes
the name it is unique and can be protected. The same levels of adaptability,
transferability and memorability apply to the logo as to the name. In terms of
meaningfulness of the logo, we can say that it has the same meaning as the
name (because it is written on it), however it doesnt depict anything other
than the name.
.

5.3 Catch phrase

Same can be said about Samsungs slogan expanding limits. It means that
the brand has no boundaries, and is striving towards a visionary future. It is
also transferable and adaptable. It once again shows elegance and simplicity
and for that reason it is also memorable. It is transferable and adaptable to any
other product extension or industry. I would say that it is protectable, because
it describes the brand in a laconic, unique way.

5.4 Jingle and colour

Samsung brand has tunes on their product. They are very memorable, neither
brand has a memorable tune in the commercials. Neither brand has a unique
set of colours associated with them.