Samsung

1. To what extend Samsung Global Brand identity should be motified by local/cultural/design preferences?

2. How does a product/brand achieve iconic status?

Iconic brands are defined as having aspects that contribute to consumer's self-expression and personal identity. Brands whose value to consumers comes primarily from having identity value are said to be "identity brands". Some of these brands have such a strong identity that they become more or less cultural icons which makes them "iconic brands".

There are four key elements to creating iconic brands

1. "Necessary conditions" – The performance of the product must at least be acceptable, preferably with a reputation of having good quality.

2. "Myth-making" – A meaningful storytelling fabricated by cultural insiders. These must be seen as legitimate and respected by consumers for stories to be accepted.

3. "Cultural contradictions" – Some kind of mismatch between prevailing ideology and emergent undercurrents in society. In other words a difference with the way consumers are and how they wish they were.

4. "The cultural brand management process" – Actively engaging in the myth-making process in making sure the brand maintains its position as an icon.

3. Discuss the statement made by Mr. Andrew Withe: “… In my point of view… a Brand…”

A brand for a company was like a reputation for a person, because the Brand describe to the company like the personality to a person

Really you earn reputation by trying to do hard things well, is the base for all because captures the minds gains behavior.

4. Should you recommend an unified global Brand

5. What options did the CEO have to develope an effective market and communication strategy?

 Samsung had developed its Brand tone through quiality of product and services

 Extended life cycles

 Convergence of technologyand consumer needs

 The self-esteem of the consumers

 Value for money perceptions

 Value its brands upholding the consumer satisfaction and high Brand equity of the company

 Brand perception

 Branding elements

 Brand Objectives

 Geographic and demographic

 Psycographic, Behavioral and pycographic segmentation

 Etcetera

6. How would you deploy it?

SAMSUNG ELECTRONICS

1. Who is SAMSUNG?

Samsung Group is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses, most of them united under the Samsung brand, and is the largest South Korean chaebol (business conglomerate).

2. What product it offers?

Consumer electronics, Telecoms Equipment, Semiconductors, Home Appliances

Cell phones, TVs, Tablets, Wearable Tech, Blu-Ray & Smart Players, Home Theater & Audio, Digital Cameras

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