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Samsung Brand Philosophy and Product Placement: Analytical Essay

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Samsung sells a greater number of smartphones than any other individual company in the world. Despite this fact, in terms of technological advancement and sleepless design to the iPhone, retails at a more unquestionable expense. Both Samsung and Apple’s iPhones can be seen as grounded brands. “Samsung started as Samsung General Stores in 1938 in the Northern Province of Kyungsang in South Korea as an exporter of dried fish and flour (Kovach, 2013).” In the 1970s the brand became revitalized with a new angle as it was locked in with associations going from products, wool, and assurance to compost gathering and broadcasting. Samsung was better known for conveying unassuming copies of Japanese electronic products. The current director Lee Kun-Hee established the frameworks for the present Samsung when he took over administration in 1993. His decla­ration of new administration standards stressed scholarly capital, hierarchical inventiveness, mechanical development, and worker strengthening. Samsung Electronics is one such key specialty unit that produces a-list versatile handsets, wide-screen plasma TV screens, advanced camcorders and other family appli­ances. “Set up in 1969, it was producing a working pro?t of USD 27.2 billion by 2012 (Samsung – the GLOBAL ASIAN BRAND 2017).”

This has been the lead division inside the Samsung Group. Bloomberg Businessweek positioned Samsung Electronics first in the data innovation worldwide positioning in 2002.” In 2003, Samsung Electronics was positioned fifth in Fortune magazine’s Most Admired Electronics Company list. With USD 216.7 billion deals incomes in 2013, Samsung Electronics is the world’s biggest gadgets organization by income (Samsung – the GLOBAL ASIAN BRAND 2017).” Samsung’s prosperity is to a great extent dependent on the image the board measures. From its beginning of repositioning the brand from a modest maker to a brand of class and quality, Samsung has had a reliable arrangement of basing all exercises in accordance with its image system. The organization has set a model for the entire business in brand stewardship, with the executive himself continually overseeing and sustaining the brand. Samsung as an organization had to restructure it’s brand going from a business that mainly focused on exporting goods and textiles to a more innovative business that focuses more on technological advancements to help improve society. “Every company would like to have a strong workplace culture supported by inspiring values. With great brands, however, the culture and the values don’t play supporting roles in business operations—culture and values are the brands, and they’re used to inform business decisions and employee actions (Yohn, Denise Lee p. 30).”

Samsung Brand Philosophy:

In the beginning of Samsung’s career, they had to fight hard to adjust to consumer perceptions because at the time Samsung was known as a “cheap” manufacturer of electronic goods. In 1993 Samsung fostered aggressive branding and advertising strategies. Samsung has built its brand philosophy on five targeted pillars: innovation, cutting-edge technology, world-class designs, recruiting the world’s best talents, and internal branding. Samsung Electronics is expected to put its development into building new features and making new machine classes and use. Samsung under­stood early that gainful and beneficial development should be indefatigably kept up by unmatched unforeseen development and the best plans.

Samsung is the top investor when it comes to research and development. The levels of assessment and progression utilization at Samsung Electronics placed in the scope of 2009 and 2020 has been growing. The position figures were disseminated in South Korean won. The sums in U.S. dollars have only been given to help in the appreciation of the estimation and are not position figures from the Samsung venture. “In 2020, hard and fast spending on imaginative work at Samsung Electronics amounted to generally 21.2 trillion South Korean won (Vailshery, 2021).” These figures epitomize Samsung’s complete obligation to create bleeding-edge innovation to guarantee an upper hand (taking note of that it is rivaling Apple in numerous classes). Another obligation to innovation was that Samsung had the second most noteworthy number of licenses in 2014 (4936) granted by the United States Patent and Trademark Office (USPTO), a position reliably kept up since 2006.

Samsung persistently grasped a handle on trying to become the best in product design. Upheld by movement and forefront progression, the most recent, trendiest and coolest plans have particularly organized Samsung in both the market and consumer’s psyches. With merciless conflict, the visual treat of Samsung’s brand has been a ventured differentiator from its competitors. Samsung created an Innovative Design Lab academy to teach employees how to teach and design new products for upcoming lines. Samsung began to put their employees at the forefront with complete instructional classes to get comfortable with the latest examples in architecture, and close-by workshops on ergonomics and mechanical planning. experiences. “Great brands use culture building to educate—to help employees understand what a brand is and why it’s important (Yohn, Denise Lee p. 31).” By seeing the craftsmanship, culture and figures of various countries, the engineers taught their designers how to become the best of the best. IDS transcended into Samsung’s presence of global design centers.

In 2013, Samsung focused on a newer slogan as the 3.0 design was introduced highlighting “Make it Meaningful”. This can be referred to as a shift in Samsung’s culture to aim at creating a new and meaningful product-service experiential value and lifestyles for users that go beyond exterior styling and convenient use. Samsung was drawn more to a global focus than a local focus being that their global design centers were placed in seven major cities across the globe. This shift introduced a new body of talent for Samsung as they focused on recruiting from top-tier global business schools across the country. “This was evident when Hak Soo, former COO and vice president of Samsung once said: “People are Samsung’s biggest challenge, we need to hire and train the best global talents because we are a global company, not just a Korean company (Samsung – the GLOBAL ASIAN BRAND 2017). ” With the use of the five brand pillared strategy, it has allowed for Samsung to position itself on a global aspect. Samsung items like the Galaxy cell phone arrangement and the Smart and Curved TVs are seen to be mechanically modern and creative. Despite the fact that the repositioning procedure has been fruitful, it moved to concentrate away from making an unmistakable character. The organization’s greatest rival presently is Apple, whose corporate and item marks appreciate the compelling enthusiastic association with its purchasers, other than being creative and innovatively progressed.

Samsung Brand Communication:

To communicate effectively Samsung has used a diversified approach of communication channels to convey its message about its brand positioning and brand personality. Modes of mass communication such as advertisements, public relations, sports sponsorships, product placement and “Samsung Experience” have been the brand’s major communication channels.

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The focal point of Samsung’s objective has been to reinstall the image of the brand as a world-class premium brand that offers quality products, credibility, and a unique design. The second focal point of Samsung’s objective was to gain acceptance from other top-tier brands such as Sony and the top electronics brands across the world. With Sony’s decline in the market, it allowed a great entry point for Samsung’s aggressive entry into the smartphone market, with Apple being Samsung’s top competitor.

Samsung used its technology, design, and innovation to stay ahead of its competitors by grabbing the consumer’s attention. Samsung has power in being the “first” to release things such as having the first wristwatch, rotating camera, largest of LCD TVs, and curved smartphones. “The brand’s “value proposition” is the unique value it provides customers over competing brands (Johansson, Johny K. Kjell, Carlson, Kurt A.( p. 51).” its System telephone arrangement attempted to push plan limits and client experience. They additionally gave Samsung a great deal of media inclusion in worldwide busi­ness magazines like Bloomberg Businessweek, Money Road Diary, The Monetary Occasions, Forbes, Fortune, and Showcasing Week to innovation magazines and sites like and others. These, alongside various honors Samsung won for its plan and utilization of innovation to make better items, went about as believable outsider support. Samsung needed to exploit the innovative forward leaps of the 1990s, primarily computerized assembly. With its driving innovation in the fields of remote correspondence, memory chips, and plasma screens, Samsung needed to situate itself as a pioneer in advanced combination-making items that consolidated remote commu­nication with photography, music and video.


Samsung’s first genuine, worldwide push to enter the cell phone market and challenge Apple occurred in 2009 when the Samsung i7500 was dispatched as the Samsung System. This was the start of the long arrangement of Cosmic system telephones, which has as of late tested the Apple iPhone’s ubiquity. “The advertising and promotional strategies used to create the now-established brand identity and image need to be continued— although not necessarily at the level used in the introductory campaign (Johansson, Johny K. Kjell Carlson, Kurt A. (p. 110). “

For its whole Galaxy range, Samsung has effectively used advanced and customary directs in the correspondence programs. In the 2012 US dispatch of the Cosmic system SIII, it purportedly spent more than USD 300 million through utilizing creative media stations like 3D games in cinemas, short 3D movies, free substance download from booths, and banners joined with conventional stations. This has proceeded in resulting in System arrangement dispatches. For Universe S4, it utilized imaginative strategies like publicly supporting, online media commitment, and substance partaking in the mix with television promotions to drive mindfulness. These missions connote Samsung’s craving to stay in the bleeding edge of accepting new channels, mediums and stages for correspondence and promotion. It has ceaselessly embraced and really made notable intelligent and vivid consumer encounters. It has likewise not minimized the significance and the range given by conventional media channels, seen by its amazingly undeniable degrees of promoting spending committed to television, print, film, and outside.

Product Placement:

Samsung is undeniably a genius when it comes to building relationships with its partners that strategically use its products to reach a global audience. Samsung has successfully managed to have its products placed in the “Matrix Movie” where it has a strong cult providing the opportunity to gain a strong following. Samsung has conveyed it’s messaging to a potential customer base through a product placement deal during the hit show X Factor in 2012. “Finally, the company can grow by getting into new products and new markets completely, a diversification strategy (Johansson, Johny K. (Kjell); Carlson, Kurt A. (p. 110).” Samsung has managed to gain sponsors in two realms of one being technology and the other being sports such as the Olympic games. With such commitment and focus on brand interchanges, Samsung in the end surpassed Sony as the world’s biggest TV brand. “In September 2014, Sony reported a deficiency of USD 2.1 billion in the current monetary year and cutbacks of 1000 specialists out of the 7100 utilized in its cell phone division (Samsung – the GLOBAL ASIAN BRAND 2017). ” Despite the fact that Samsung has been doing the appropriate things, it will be a test to look after consistency.

Samsung Brand Positioning Map:

Samsung encapsulates style and innovation for the youthful expert, with its forefront plan and predominant availability highlights. Samsung’s situating articulation is one that attests its separation from other cell phone suppliers. In the nearby market where horde decisions proliferate, Samsung’s smooth outside plan, joined by its determination of delicate and hard highlights, renders it an ideal buy for the youthful, innovatively refreshed proficient.

Samsung attempts to cover the entire versatile cell phone market and is presently one of the main portable organizations of the world. Today the organization’s item arrangement incorporates practically any conceivable cell phone or portable. In this way, the current situation of Samsung Mobile is to be a market chief in the entire portable and cell phone market. Samsung thought of groundbreaking plans to be more client engaged and imaginative to build up a solid brand picture in the worldwide market. “Their main focus is to make handsets with the most amazing and unique designs in order to meet their customers’ expectations (Brand positioning of Samsung Mobile 2015).”


  1. Johansson, Johny K. (Kjell); Carlson, Kurt A.. Contemporary Brand Management (p. 51). SAGE Publications. Kindle Edition.
  2. Johansson, Johny K. (Kjell); Carlson, Kurt A.. Contemporary Brand Management (p. 110). SAGE Publications. Kindle Edition.
  3. Kovach, S. (2013, February 09). How Samsung went from a dried FISH exporter to one of the top names in tech. Retrieved April 26, 2021, from https:www.businessinsider.comhistory-of-Samsung-2013-2#samsung-was-founded-by-Byung-chull-lee-in-1938-in-taegu-korea-the-company-started-as-a-food-exporter-in-korea-and-shipped-items-like-dried-fish-and-flour-to-china-1
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  6. Vailshery, L. (2021, March 31). Samsung electronics: Research

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