...Brand guide Version 1.0 This book presents a new brand strategy for Samsung: — who we serve, — what we stand for, and — how we communicate our value. It begins by painting a clearer picture of our core consumer, then defines a new brand platform that will help us build a more powerful emotional connection with this target. Finally, it provides the visual and verbal elements we need to bring our brand story to life. Think of this book as a user’s manual for our brand. It will help all of us make Samsung a more powerful global icon. This document is intended for Samsung internal purposes only. The information contained herein is proprietary and confidential. Any use, copying, retention or disclosure by any person other than the intended recipient or the intended recipient’s designees is strictly prohibited. © 2008, Samsung Electronics Co. Table of contents 1 New brand platform 19 Bringing the brand to life 93 Applications 121 Appendix New brand platform 2 Global brand objective 3 Brand target 4 Target profiles 10 Brand equity pyramid 12 Brand equity 14 Interpretation of brand personalities Global brand objective The Samsung brand has come a long way in a short time. Our first focus was to build brand awareness worldwide. We succeeded by making Samsung one of the best known brands in any category. In the following years, our task was to build our premium quality, to help drive preference against competing...
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...interchangeably. Yet, they have been used interchangeably in several areas or walks of life, including business and management as well as technology. In this way the main distinction between creativity and innovation, being the originality has been ignored and as the line between creativity and innovation is thin, it becomes even more difficult to distinguish between these terminologies (Hofstede, 1980). Another important thing required is that there is a managerial transition as well as a cognitive transition. This helps the firm develop and also be open to new ideas. As there is more and more learning in the organization, automatically there would be a chance for a break through innovation (Davila, T., Epstein, M. J., and Shelton, 2006). DIFFERENCES Innovation is an important aspect of growth and development of individuals, organizations, cultures and societies. Innovation and creativity refer to bringing in new ideas to life. Innovation can be achieved strategically through a process of creativity. This helps bring in a lot many new ideas in the firm and also develop a platform for breakthrough innovations. It helps a firm be open to new ideas and develops the learning process in an organization. It can help a firm build upon its competencies as well as grow and earn favorable environment for progressing. It also can help a firm take advantage of the information it has and opt for a lot many new product developments (Amabile, 1996). Yet, there are several...
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...the fast past of life taking essence every day, no one has enough time in their day to shop individually within various locations for groceries, household items, personal hygiene toiletries, clothes, shoes and etc.. Thank goodness for Wal-Mart for making it possible for the majority of your demands to be met within one location. However, although Wal-Mart can meet the majority of your needs within one establishment, it is imperative for Wal-Mart to modify and re-implement both their generic marketing and segmentation strategies. This paper will explore and expound on how the generic marketing strategy and the segmentation strategies that Wal-Mart has adopted can be improved to impact the overall successful marketing of organic fruits and vegetables. Wal-Mart is one of the world’s largest companies falling in at number 16 on Forbes, “The World’s Biggest Public Companies list.” According to Forbes, Sales for Wal-Mart tally at $447 billion, profits $15.7 billion, assets $193.4 billion and a market value of $208.4 billion. Upon assessment of the local Wal-Mart in the community of Rincon Georgia, it was discovered that Wal-Mart is committed to bringing consumers the lowest possible prices in this geographic region. It is in my humble opinion that segmentation decisions were based upon all three marketing strategies: demographically (who their consumers are, and income level), geographically, and behaviors (how consumers act, consumer needs and product usage patterns and...
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...Change is inevitable in life. Everything around us is changing with the passage of time. Each individual get a change to bring a change in his life. Some welcome it with a smile as a challenge while other refute it and stick to their stereo type routines. The people who are in favor of bringing changes in their life argue that change is very important to break the monotony of life. They further argue that an order to swiftly excel in your career and financial status, change is inevitable. All the advancements in technology have been achieved through bringing a change. From the marketing point of view, in order to boost the sale of a product, the best way is to bring the changes in the shape and specifications. So change, such as in your company or professional status, brings the diversity, flexibility and financial growth in the life on an individual. On the contrary, those who are not in favour of changing their lives, feel satisfied in their current circumstances. They feel that in order to grow in their own profession and to gain a high position in their career, it is important to be consistent with their current job. They argue that to build a strong relationship one may need patience rather than giving up easily and moving on. So as per them, life is the name of stability and persistence and as a result they opt for that. In my personal opinion change is the law of nature. The group of people who deny change are afraid of the after effects and not ready to except...
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...think that change is always a good thing. Discuss both these views and give your own opinion." Change is inevitable in life. Everything around us is changing with the passage of time. Each individual get a change to bring a change in his life. Some welcome it with a smile as a challenge while other refute it and stick to their stereo type routines. The people who are in favor of bringing changes in their life argue that change is very important to break the monotony of life. They further argue that an order to swiftly excel in your career and financial status, change is inevitable. All the advancements in technology have been achieved through bringing a change. From the marketing point of view, in order to boost the sale of a product, the best way is to bring the changes in the shape and specifications. So change, such as in your company or professional status, brings the diversity, flexibility and financial growth in the life on an individual. On the contrary, those who are not in favour of changing their lives, feel satisfied in their current circumstances. They feel that in order to grow in their own profession and to gain a high position in their career, it is important to be consistent with their current job. They argue that to build a strong relationship one may need patience rather than giving up easily and moving on. So as per them, life is the name of stability and persistence and as a result they opt for that. In my personal opinion change is the law of...
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...Bringing Strategy to Life: Aligning your corporate culture with business goals Leaders of high-performance companies understand that a corporate culture that is aligned with its strategic priorities helps the organization achieve business success. The challenge: achieving alignment and sustaining it over the long term. High Performance: As Unique as a Company Itself One of the most striking characteristics of highperformance organizations is the level of harmony between business strategy and organization culture that they manage to achieve and sustain over time. A manufacturer competing chiefly on cost and efficiency, for instance, requires a culture very different from that of a luxury goods retailer for which personalized customer attention is the ultimate differentiator. “High performance” means different things in companies competing on different strategic priorities across industry sectors. In short, the right high-performance environment is one that helps a company achieve a specific set of business requirements. In a high-performance organization, workplace practices must actively influence the employee behaviors needed to execute its strategy and reinforce its market focus. behaviors of leaders are critical in establishing a culture that aligns with the business strategy. But, certainly, this is easier said than done. In fact, many companies’ cultures are not aligned with their business objectives, because their leaders, who by and large focus on the financial and...
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...workers on jobs, and busy people on the go. The Sandwich Buddy will attract these buyers because of the unique product and how buyers can use it for many different uses, the reasonable price point, buyers can purchase this item for a reasonable low-cost price that will attract buyers to it because it is low-costing to them. Through the North American Industry Classification System, The Sandwich Buddy would be under the six-digit code level: 326199. This six-digit code is the industry of: All Other Plastics Products Manufacturing, under this code is the manufacturing of plastic products. Industry Attractiveness Assessment Tool Low Potential Moderate Potential High Potential 1. Number of competitors Many Few None 2. Age of industry Old Middle aged Young 3. Growth rate of industry Little or no growth Moderate growth Strong growth 4. Average net income for firms in the industry Low Medium High 5. Degree of industry concentration Concentrated Neither concentrated nor fragmented Fragmented 6. Stage of industry life cycle Maturity phase or decline phase Growth phase Emergence phase 7. Importance of industry’s products and/or services to customers “Ambivalent” “Would like to have” “Must have” 8. Extent to which business and environmental trends are moving in favor of the industry Low Medium High 9. Number of exciting new product and services emerging from the industry Low Medium High 10. Long-term prospects Weak Neutral Strong ...
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...THE BROADWAY CAFE BRINGING IT TO THE 21ST CENTURY 1 THE BROADWAY CAFE BRINGING IT TO THE 21ST CENTURY 2 Abstract I just recently inherited my grandfather's coffee shop called the Broadway Café. In this paper we are going to examine how to bring it up to the 21st century. To get a better understanding of how to bring the coffee shop into the 21st-century; we are going to talk about the history of coffee and how it got started, and what life must have been like in the 1950’s. We are also going to talk about running today's coffee shops with today's technology. Wi-Fi allows us to access the Internet, check our bank accounts, and read electronic books & magazines. Another piece of technology we're going to talk about is a Point of Sale or POS unit, which is an electronic cash register. THE BROADWAY CAFE BRINGING IT TO THE 21ST CENTURY 3 History Coffee supposedly started in Constantinople, Turkey. According to the International Coffee Organization: “The global spread of coffee growing and drinking began in the Horn of Africa, where, according to legend, coffee trees originated in the Ethiopian province of Kaffa. It is recorded that the fruit of the plant, known as coffee cherries, was eaten by slaves taken from present day Sudan into Yemen and Arabia through the great port of its day, Mocha. Coffee was certainly being cultivated in Yemen by the 15th century and probably much earlier. In an attempt to prevent its cultivation elsewhere, the Arabs imposed...
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...Homework 3 1. Age and Life-Cycle Stage. According to the article, “Millennials” are causing a headache to most cereal companies due to their health conscious habits or diet fads that completely exclude sugar filled cereals. In addition, most cereal companies are trying to create nostalgia for older consumers by bringing back old cereal flavors or characters. The reason why I chose this specific market segment is because people are becoming efficient and busy in their daily lives, no one has time to sit down and consume cereal like the old days. I believe cereal companies should focus on the wants of their young consumers (ie; cereal bars, kashi infused cereal, etc…) and older adults and try to become more innovative in their marketing and products. 2. In my opinion, I believe PRIZM geoclustering can be helpful in identifying the specific kinds of consumers that are within a 10 mi radius. This approach basically breaks down certain attributes such as affluence, education, income, tastes, and preferences that are more prevalent in that radius. So for example, let’s say if we did geoclustering in New Brunswick, NJ for cereals, I can derive that this population is mostly Hispanics and African Americans mostly living in poverty and Rutgers college student. Knowing this information can be helpful when marketing to low income students and individuals by possibly adding Spanish advertisement on the cereal box or introducing exclusive cereal marketed to the tastes of that crowd...
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...Marketing & its Evolution over the years Marketing is not the art of finding clever ways to dispose of what you make. Marketing is the art of creating genuine customer value. It is the art of helping your customer become better off. The marketer’s watchwords are quality, service, and value – Dr. Philip Kotler. (Kotler, 2012) Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value. (Wikepedia, 2012) With the growing consumer demands & their technologies growing at such a large pace, the traditional marketing methods have seen a complete turn-around. Until very recently, marketers focused on outbound marketing techniques, which communicated with the consumer with a “AT them” approach instead of “WITH” them approach. But, with the onset of dotcom industry and over-the-night changing competitions, the marketers had to change their game plan. Ever since, people had something to sell, We’ve been marketing. During the period from 1450-1900s, Printed advertising remained to be a powerful marketing tool. This came with the magazines, billboards, pamphlets & posters being used for mass marketing of consumer commodities, movies & even freedom-fight related campaigns. The main idea was to target consumers on the basis of what they see & perceive. Printed advertising is used till date as a major tool for marketing. From early 1900s...
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...Benefit and Drivers Paper Success is acquired by driving operational excellence throughout the business by building a brand or company reputation. The reputation drivers are created by a company using innovation and creativity to develop products or services, creatively solve problems, and generate improvements in the quality of his or her products and services, which also creates a sustainable competitive advantage over its competitors. It may be restructuring and improving the processes or delivery of the services, driving visibility of the enterprise’s data and goods, or the initiatives that will make the customers take notice of the innovative and creative changes that are made. Benefits and drivers are essential for inspiring innovation and creativity within the company as the competition evolves. Innovation can be separated into two wide classifications. Evolutionary innovations are the knowledge or procedures, and revolutionary innovations are frequently troublesome and innovative. However, they have their benefits too. Benefits such as, an increase in revenue that will allow the company to research or explore other avenues of innovation that can increase profits and create new growth for the company, which are internal drivers. Innovation also brings new ideas to reality, and one of the drivers of innovation is the encouragement from the organization’s leaders. Companies must do more for their employees' creativity than just acknowledging that he or she has good ideas...
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... ▪ It is the process of communicating something about a product to reach a goal. - McKinney - Group Account Director Janet Northern ▪ It is how you can communicate the attributes of a brand in the way that hopes the consumer will talk about your brand, engage with your brand and really enjoy your brand. - McKinney -Director of Agency Communications -To make the agency famous and makes it client brands famous. Kelly Quinn ▪ It is bringing something into life that they never knew it was existed before. -McKinney -Account Supervisor Brad Brineger ▪ It is changing people to something. - McKinney - Chairman and CEO -Undergraduate: Anthropology Walt Barron -McKinney -Senior Account Supervisor Role: To instil information down, brief teams through hopefully and inspiring briefings, to ensure that the creative work not only lines to put a strategy but something that enables them to achieve their objectives with that project. They also do more unconventional type of researching. Kevin Murphy ▪ It is how you build the brand and the strengths of the brand so that the consumer will understand what that brand is all about. It is also about relaying to the consumers the benefits and relevance of the brand or the product. -Trone -Managing Partner-Strategy and Analytics ...
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...9/13/2014 The Recalcitrant Director at Byte Products, Inc. CORPORATE LEGALITY VERSUS CORPORATE RESPONSIBILITY | The Recalcitrant Director at Byte Products, Inc. CORPORATE LEGALITY VERSUS CORPORATE RESPONSIBILITY | The Recalcitrant Director at Byte Products, Inc. Table of Contents: Questions | Page | 1- If you were one of the board members, how would you have initially voted for the proposal? What would your vote be after the recess in the meeting? Why? | 2 | 2- Should the Byte executives tell the town administrators and potential employees that this is a temporary plant, to run for three years? | 2 | 3- What impact does a plant closing have on a small town like Plainville? What impact does the closing have on the employees? | 3 | 4- Can you suggest any compromise for the present impasse? | 3 | 5- If you were Elliott, would you call for a vote on your proposal or postpone the vote until next meeting? | 4 | 1- If you were one of the board members, how would you have initially voted for the proposal? What would your vote be after the recess in the meeting? Why? If I was one of the board members, I would have requested feasibility study and financial analysis for the proposal , although that the proposal will solve the problem of the surge in demand and although that by accepting this proposal there is no need for any licensing, foreign or domestic and the quality control...
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...Vision and Value -Vision “Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.“ by CHRISTOPHER on SEPTEMBER 27, 2011 Role of Apple’s Vision Statement Apple’s Vision statement clearly states their long-term goals for the future. They are committed to bringing the best computing and learning experiences to consumers and through their continuous research and launch of new products they are able to give their target markets what they want. Apple’s vision is to become the “best” at designing and manufacturing electronic devices in the world. They set their quality standards high using the word “best” and so far they have yet to fail. Their vision is a promise to the consumers. They are “committed” in producing high quality products and providing high quality service thus setting high industry standards for other competitors. -Value Apple Values are the qualities, customs, standards, and principles that the company believes will help it and its employees succeed. They are the basis for what we do and how we do it. Taken together, they identify Apple as a unique company. These are the values that govern our business conduct: Empathy for Customers/Users We offer superior products that fill real needs and provide lasting value. We deal fairly with competitors and meet customers and vendors more than halfway. We are genuinely...
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...for Cowards. Go for What Hurts” is, as mentioned, written by Jonathan Franzen and published in The New York Times, May 28, 2011. Jonathan Franzen is born in 1959, and he is an acclaimed American novelist and essayist. The essay is based on the commencement speech he delivered at Kenyon College in Ohio, USA. “Our technology has become extremely adept in creating products that correspond to our fantasy ideal of an erotic relationship, in which the beloved object asks for nothing and gives everything, instantly. (…)” As Franzen claims in his essay, many people can feel like they love their technological object. It gives them a satisfaction, which human interaction maybe wouldn’t. Franzen however thinks, that people in general don’t love material things: they like them. There is a major difference between loving and liking – even though it might appear small. “Liking, in general, is commercial culture’s substitute for loving.” Products are made to be likeable, but if that concept in transferred to a person, you would instantly see a narcissistic person, without integrity. Franzen says that technologic products don’t do this, because they aren’t people. They are in stead a great allied. His purpose with this claim is to make a contrast between the narcissistic tendencies of technology and the problem of actual love. When we overcome the obstacles of liking and confusing it with love, there is suddenly a real choice to...
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