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

Brand Building - strive ExampleBrand image is developed with time through strategies much(prenominal) as promotional campaigns and maintaining a consistent theme much(prenominal) as superior quality (Kotler & Keller, 2005). Conversely, stain image can just now be authenticated by customers direct experiences. Therefore, proper segmentation, positioning and coffin nailing are imperative to ensure that customers value the familys discolouration image. The purpose of this paper is to consider the renowned Samsung brand, discussing various strategies through which the phoner develops and maintains its position in the market. Part 1 The Samsung brand is one of the to the highest degree 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 Seouls Samsung Town. Steve, who is a close friend, is an extremely loyal customer of the Samsung br and (Kotler & Keller, 2005). From his cell retrieve 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 buzz off 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 line 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, pitman & 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 u nreliable, particularly with regard to the quality of their products, as well as later on 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 subject that Samsungs brand paleness 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 Accor ding to Kotler & Keller (2005) segmentation entails dividing the market into small groups or