aishahistory.com: Contemporary Brands

The Corporate brand that appeals to me has to be Samsung. I have always being in love with it... I’ve got the phone, PC, DVD and the HD flat screen. For me Samsung is quality, modern trendy design and lifestyle in one. The technology is innovative and functional so that you can be sure that you are up to date for a long time.

Samsung is the ISH! No doubt about that… This has to be the leader in cellphone technology at this moment and time. The affordability of this brand, I love the design. It is very chic, stylish, modern and elegant. It suits my personality and style. I also love their customer service as they treat consumers well, and not forgetting that it’s easy to use.

I think this brand has to be an Android leader, Samsung is reliable and affordable, has better features than other brands, its style and so much more... and the list keep on going' forward. Good resolution when it comes to graphics especially the camera. It exceeds my expectation. Aside from the performance the physical features was also nice, especially the galaxy generation now a days. If u love to touch go for samsung they are really smart and are awesome. Other brands provides only resistive touch screens which are for those who never used touch phone before. Plus there's a lot of app you can download and it isn't too expensive. It affordable and fashionable. I love it!One of my favourite all time brands for electronics and gadgets.

Samsung's History

"From its inception as a small export business in Daegu, South Korea, Samsung has grown to become one of the world’s leading electronics companies, specialising in digital appliances and media, semiconductors, memory and system integration. Today Samsung's innovative and top quality products and processes are world recognised.

A recent report by research firm Strategy Analytics showed that Samsung sold an enormous 213 million smartphones in 2012, taking a 30 percent share of the global smartphone market, while Apple held 19 percent. Samsung overtook Apple as the world's top smartphone maker in the third quarter of 2011 within a highly competitive market and has since continued to widen its lead".

The Samsung Philosophy

Samsung business philosophy: The people at the company devote their talent and technology to create superior products and services that contribute to a better global society.

Every day, the people at Samsung bring this philosophy to life. The leaders search for the brightest talent from around the world and give them the resources they need to be the best at what they do. The result is that all of the products—from memory chips that help businesses store vital knowledge to mobile phones that connect people across continents— have the power to enrich lives. And that’s what makes a better global society.

Corporate Identity

“The SAMSUNG name is now written in English, expanding its global presence throughout the world. The name is superimposed over a dynamic, new logo design, giving an overall image of dynamic enterprise. The elliptical logo shape symbolizes the world moving through space, conveying a distinctive image of innovation and change. The first letter, "S", and the last letter, "G," partially break out of the oval to connect the interior with the exterior, showing SAMSUNG's desire to be one with the world and to serve society as a whole”.

http://india.samsungengineering.com/comuser/news/ci.jsp

The wordmark refer to a visual symbol that best represent 'Samsung'. Therefore, the application of the wordmark should be considered first in the process of developing visual materials. The image of the wordmark should not be damaged or altered in any circumstances.

Standard wordmark is a blend of the oval and the logotype. The first and the last letters partially break out of the oval. In applying the wordmark therefore, optimum space planning should be first carried out in order to express the graphic featured of the wordmark effectively.

The wordmark modification should not be applied in printed materials. This is wordmark used for multimedia and outdoor media. The logotype and the oval are separated, so three-dimensional expression is possible with the least restriction of background space.

http://www.samsung.com/hk_en/aboutsamsung/samsunggroup/corporateidentity/SAMSUNGGroup_CorporateIdentity.html

Vision 2020

“As stated in its new motto, Samsung Electronics' vision for the new decade is, "Inspire the World, Create the Future."

This new vision reflects Samsung Electronics’ commitment to inspiring its communities by leveraging Samsung's three key strengths: “New Technology,” “Innovative Products,” and “Creative Solutions.” -- And to promoting new value for Samsung's core networks -- Industry, Partners, and Employees. Through these efforts, Samsung hopes to contribute to a better world and a richer experience for all”.

As part of this vision, Samsung has mapped out a specific plan of reaching $400 billion in revenue and becoming one of the world’s top five brands by 2020. To this end, Samsung has also established three strategic approaches in its management: “Creativity,” “Partnership,” and “Talent.”

Samsung is excited about the future. As we build on our previous accomplishments, we look forward to exploring new territories, including health, medicine, and biotechnology. Samsung is committed to being a creative leader in new markets and becoming a truly No. 1 business going forward.

(KRASHINSKY, “MARKETING REPORTER”, 2013)

Brand Image

Samsung Galaxy S4

Jong-bin Lee, director of Samsung Electronics' global ad campaigns, says Samsung has been able to transform its image from a "value for money" brand to an innovative leader by changing its marketing strategy to focus on meeting the needs of all consumers.

Samsung is now moving away from showing the difference in features between their phones and that of their competitors, it now has a bigger agenda. Samsung is trying to build a contrast between their competitors versus them, a brand that "cares for everybody."

For example, a recent ad by Cheil for the Samsung Galaxy S3 shows images of working professionals, and married couples to families with kids, trying to attract a broader audience with slogans like "designed for humans, inspired by nature."

Samsung Appeal

Samsung Galaxy S3

http://www.cnbc.com/id/100413081

Samsung's profound research and development has also allowed them to focus more on their hardware to make their products more appealing, according to analysts.

Samsung improvement in hardware has allowed them to deliver high quality and polished product. The Samsung Galaxy S3 smartphone is really remarkable. As a woman, we can't deny the fact that looks count for our phones as well, this smartphone is attractive … It’s smooth, and it’s stunning. The big screen makes it easier to type.

( Naidu-Ghelani, 2013)

Freeform Dynamics analysed the results of a recent research carried out in January 2013, study looking at habits and activity with respect to smartphones, tablets, TV viewing and electronic gaming.

The top three brands in terms of the number of smartphones used were Samsung, Apple and HTC respectively, but BlackBerry and Nokia also put up a reasonable showing.

http://samsunggeeks.com/2012/11/06/samsung-new-brand/#.UXgNSpKwGlI

How I would go about improving.

Samsung has gotten noticed in the past year for sharp advertising. I notice that Samsung is EVERYWHERE advertising in print and media showing people having fun with their phones, tablets and camera. It’s certainly hard to keep up with the rapid introduction of new technologies but today, there is a lot of choice for both consumers and business people.

Personally, there is nothing I would change about the Samsung brand of electronics and appliances. Looking at brand image, maybe little changes should be done with the logo; I think it’s the colour that’s consistent and too much text. The logo is only a small element of their brand. As a designer I know that rebranding means much more than just simply changing a logo. Maybe they’re should consider the word "Galaxy" which their use in almost everything, could be incorporate in the logo, could do something cool like a logo that involves less text. Even working around the new motto "Inspire the World, Create the Future.” to come up something cool like the LG logo or the Mercedes-Benz star.

Other Electronics manufactured by Samsung