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Name-Samreen Dakhwe ROLL-NO - 8009 Tybms (Marketing) Subject - Brand Management Topic - To Study The Brand Elements of Samsung

This document discusses the brand elements of Samsung. It provides details on Samsung's founding in 1938 and its expansion into various industries such as electronics, construction, and shipbuilding. It then lists Samsung's key brand elements, including its logo, brand essence, personality traits, brand promise, identity, and mantra. Finally, it outlines six criteria for choosing effective brand elements: memorability, meaningfulness, likability, transferability, adaptability, and protectability.

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Samreen Dakhwe
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47 views

Name-Samreen Dakhwe ROLL-NO - 8009 Tybms (Marketing) Subject - Brand Management Topic - To Study The Brand Elements of Samsung

This document discusses the brand elements of Samsung. It provides details on Samsung's founding in 1938 and its expansion into various industries such as electronics, construction, and shipbuilding. It then lists Samsung's key brand elements, including its logo, brand essence, personality traits, brand promise, identity, and mantra. Finally, it outlines six criteria for choosing effective brand elements: memorability, meaningfulness, likability, transferability, adaptability, and protectability.

Uploaded by

Samreen Dakhwe
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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NAME- SAMREEN DAKHWE

ROLL-NO- 8009
TYBMS [MARKETING]
SUBJECT- BRAND MANAGEMENT
TOPIC- TO STUDY THE BRAND
ELEMENTS OF SAMSUNG
INTRODUCTION

Samsung was founded by Lee Byung-chul in 1938 as a trading company.
Over the next three decades, the group diversified into areas including
food processing, textiles, insurance, securities, and retail.
Samsung entered the electronics industry in the late 1960s and the
construction and shipbuilding industries in the mid-1970s; these areas
would drive its subsequent growth.
Following Lee's death in 1987, Samsung was separated into four business
groups – Samsung Group, Shinsegae Group, CJ Group and Hansol Group.
Since 1990, Samsung has increasingly globalised its activities and
electronics; in particular, its mobile phones and semiconductors have
become its most important source of income.
As of 2020, Samsung has the 8th highest global brand value.
INTRODUCTION

Samsung was founded by Lee Byung-chul in Since 1990, Samsung has
1938 as a trading company. Over the next increasingly globalised its
three decades, the group diversified into activities and electronics; in
areas including food processing, textiles, particular, its mobile phones and
insurance, securities, and retail. Samsung semiconductors have become its
entered the electronics industry in the late most important source of income.
1960s and the construction and shipbuilding
As of 2020, Samsung has the 8th
industries in the mid-1970s; these areas
highest global brand value.
would drive its subsequent growth.
Following Lee's death in 1987, Samsung was
separated into four business
groups Samsung Group, Shinsegae Group, CJ
Group and Hansol Group.
BRAND ELEMENTS

1. Brand Logo
Samsung‟slogo is thebrand‟sname written in a blue oval. Since it
includes thename it is unique and can be protected. The same levels of
adaptability, transferability andmemorability apply to the logo as to
the name. In terms of meaningfulness of the logo, we cansay that it
has the same meaning as the name (because it is written on it),
however itdoesn‟tdepict anything other than the name.
2. Brand Essence
Aligning design, sound, and image to reinforce the brand
essence.“Growing our love bigger and brighter”Brand
3. Personality
Friendly
Authentic
Professional
Reliable
Caring
4. Brand Promise
Warm-hearted and kind
Always staying close together
Keeping and delivering promises
Offering best products and services
Putting customers first
5. Brand Identity
Smartphone, Television, Music player etc.
6. Brand Mantra
“Change is Everything”. Smart-Technologies
SIX CRITERIA’S FOR CHOOSING
BRAND ELEMENT

1. Memorability
Brand elements that help achieve a high level of brand awareness or
attention to the brand, in turn facilitate the recognition and recall of a
brand during purchase or consumption.
2. Meaningfulness
Here a marketer needs to ensure that brand elements are descriptive
and suggesting something about the product category of the brand. This
is important to develop awareness and recognition for the brand in a
particular product category. Secondly, the brand elements also need to
have a persuasive meaning and suggest something about the particular
benefits and attributes of the brand. This is necessary for defining the
positioning of the brand in a particular category.
3. Likability
Brand Elements need to be inherently fun, interesting, colourful
and not necessarily always directly related to the product.
A memorable, meaningful and likable brand element makes it
easier to build brand recognition and brand equity, thus reducing
the burden on the marketer and thereby reducing the cost of
marketing communications.
4. Transferability
The extent to which brand elements can add brand equity to new
products of the brand in the line extensions. Another point, a
marketer needs to keep in mind is that the brand element should
be able to add brand equity across geographical boundaries and
market segments. For example, brand names like “Apple”,
“Blackberry” represent fruits the world over, thus as a brand name
it doesn't restrict brands and product extensions.
5. Adaptability
Consumer opinions, values and views keep changing over a period
of time. The more adaptable and flexible brand elements are the
easier it is to keep up changing and up to date from time to time to
suit the consumers liking and views. For example, Coca -Cola has
been updating it's logo over the years to keep up with the latest
trends, fashions and opinions.
6. Protectability
The final criteria in choosing a brand element is that it should be
protectable legally and competitively. Brand elements need to be
chosen in such a way, that they can be internationally protected
legally, legally registered with legal bodies. Marketers need to
voraciously defend their trademarks from unauthorized
competitive infringements.

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