BRAND STRATEGY MANAGEMENT OF SAMSUNG

• BRAND STRATEGY ANALYSIS

• EFFORTS TO BRAND THEMSELVES

• STRATEGY TOWARDS CHINA

• INSPIRATION TO CHINA

BRAND STRATEGY ANALYSIS

1.SET AN EXPLICT STRATEGIC GOAL

The strategic goal of samsung is not only to be a successful company, but a leader in the electronics field.so they took sony as a competitor and try their best to move ahead of sony.now,in the world market,samsung mobile is the most popular ones.

BRAND STRATEGY ANALYSIS

2.CLEAR-CUT BRAND POSITION

In 1997, the SAMSUNG declares to createworld super brand,it gives new elements like"the leader of digital technology , high value and vogue",etc for brand and change brand's impression in the minds of consumers.

BRAND STRATEGY ANALYSIS

3.reasonable operating philosophy

In SAMSUNG,everyone followes the simple operating philosophy:serve the customer with high quality products and best service and make contributions to the development of human society on the basis of talented persons and technology.In SAMSUNG, they value their people as the most important assets.They respect thier people and provide sufficient opportunity and effective support to their career development.SAMSUNG strive to do thier best at every possible espect.they spare no efforts to focus on technology development.

BRAND STRATEGY ANALYSIS

4.PRUSUIT OF BRAND VALUE

SAMSUNG believes that the key of success is powerful value position.In SAMSUNG,people make desicions on the basis of strict behaviour standard and the core values.

The success of SAMSUNG brand strategy depends on the support of its product strategy "World Best,World First".

Efforts toward brand

Support Olympic Games to promote brand value

In 1998 Samsung spended 40 million to enter the TOP(The Olympic Plan).Since then Samsung actualize the stratege of brand and build its own brand.

Carry out its social responsibilities and promte its brand reputation

Samsung took a large number of social welfare activities.For example Samsung had ever donated 30 million RMB to earthquake stricken areas.

STRATEGY TOWARDS CHINA

• Samsung came out from the strategy of basis of low-cost labor production , and actively explore the brand center strategy which products are all with high grade and personality.

• In the early stages enter into China Samsung value the manufacturing capability of Chinese market.In recent years Samsung changes its strategy in China and turns it into the brand centre and the global research centre .

• Samsung realizes the localization by trilogy which are production,sales and research.

• Samsung plans to develop China as the second research centre.Taking advantage of technology and productin to develop the strategr of "created in china".

Inspiration to China

• Start from low-end and be ambitous in strategy.

• Accumulate technology through appropriate methods. Direction crack. Hiring foreign research person. Acquire from small companies which have advanced scienc and technology. Acquire the foreign company which have advanced technology Assemble technical alliance. Strengthen independent research and development capacity.

•Not be blind to diversity and insist on core areas.

•With the strong brand to make the enterprise itself brand .

•Avoid deliberating on new.