BEST PRACTICES & BRAND WORLD

Prepared by: Rajesh Dhawan

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What is Brand

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Brand3

The world of the mobile phone market is crowded. The diverse products available range from the simple to the complex and every manufacturer offers the latest features.

The market is crowded with Samsung, Sony, LG, HTC etc.. fighting it out at the top.

Also, several less successful brands like Toshiba, Sony, Microsoft, blackberry are trying hard to make it into the top competitor's market share.

However, Samsung replaced all its competitors and it is now the number one brand in markets, effectively dislodging Nokia from that position.

So what made Samsung special from others? Why did customers choose Samsung? The answer lies in what the ‘brand Samsung’ means to customers.

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Samsung Group, North Korean based manufacturer of mobile phones, has been steadily and consistently working on its corporate brand name over the years.

It has made a conscious effort to manage consumer perceptions of its brand

These efforts of creating a ‘brand’ image in the customer’s minds paid off for Samsung.

It escalated its position to become the number one brand in several markets around the world.

Thus, you can see that a strong brand leaves an imprint on the customer’s minds. Let us understand more about brands and brand management.

Samsung has successfully built a corporate brand that associates ‘trust’ and ‘strong technology’ with the word ‘Samsung’.

Brand Image

Branding

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Not in the Market

Need Awareness

and research

Consideration &

CompassionProcurem

ent Beyond

BrandReach

Potential & generate demand

Provide Customer with

information may need to business

Win lose or stay in contact

to create future sales

Brands for Consumer6

Source of

ProductConsumer

can easily make a purchase decision based on brands. Consumer usually find brands which satisfy their need.

Lower Risk

Less cost of

searching for a choice

Symbol of

Quality

Symbolic

deviceBrands means lower purchase risk to consumers as they are dealing with a product or organisation that they trust.

If the customers recognise a particular brand and have knowledge about it, they make quick purchase decision and save lot of time. Also, they save search cost of product.

Consumers see ‘brands’ as a symbol of quality and remain committed and loyal to a brand as long as they believe that the brand will continue meeting their expectations and perform in the desired manner consistently.

Brands plays a significant role in signifying certain product features to consumers.

Brands for Sellers7

Means of Competit

ive Advanta

geA brand helps the firms to provide consistently a unique set of characteristics, advantages, and services to the buyer/consumers.

Legal protectio

n of product

‘s features

Satisfied Customer

Means of Profits

Brands help to protect the unique features/traits of products by legal copyrights.

Brand represents values, ideas and even personality and hence leads to an assortment of memories in customers mind and hence satisfied customers.

Brands form the basis of purchase decision among consumers and thus are a means of financial profits.

Brand Agency- Best Practices

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Best Practices: Knowledge & Skills

Create Interactive Micro Site;

Info graphics; Quizzes etc.

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Best Practices: Knowledge & Skills

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Best Practices: Knowledge & Skills

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Best Practices: Knowledge & Skills

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Best Practices: More Research

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Best Practices: Potential

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