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

Brand Building - Essay Example Brand image is developed with time through strategies such as promotional campaigns and maintaining a consistent theme such as superior quality (Kotler & Keller, 2005). Conversely, brand image can only be authenticated by customers’ direct experiences. Therefore, proper segmentation, positioning and targeting are imperative to ensure that customers appreciate the company’s brand image. The purpose of this paper is to consider the renowned Samsung brand, discussing various 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 affiliated businesses, which operate under the Samsung Group, a South Korean conglomerate headquartered in Seoul’s 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 company’s robust brand building activities. Steve argues that Samsung’s 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 brand’s positive image, he believes that Samsung’s competitive brands such as Toshiba, Sony and Nokia are relatively unreliable, particularly with regard to 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 Steve’s assertions, it is clear that Samsung’s brand equit y is extremely strong, thus the Samsung brand is one of the company’s 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 brand’s values such as quality. The brand has, therefore, been able to position itself positively in the customer’s 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 entails dividing the market into small groups or