This document compares the brand architectures of Apple and Samsung. It finds that while both compete in similar markets, they have very different brand personalities and target different customer segments. Apple's brand essence is "think different" and it targets the premium market, prioritizing exclusivity and high margins. Samsung's brand essence is performance and power, and it attracts customers with a wide variety of products at different price points and strong specs like camera quality. As a result, Apple has a more loyal but smaller customer base, while Samsung relies on volume sales.
This document compares the brand architectures of Apple and Samsung. It finds that while both compete in similar markets, they have very different brand personalities and target different customer segments. Apple's brand essence is "think different" and it targets the premium market, prioritizing exclusivity and high margins. Samsung's brand essence is performance and power, and it attracts customers with a wide variety of products at different price points and strong specs like camera quality. As a result, Apple has a more loyal but smaller customer base, while Samsung relies on volume sales.
This document compares the brand architectures of Apple and Samsung. It finds that while both compete in similar markets, they have very different brand personalities and target different customer segments. Apple's brand essence is "think different" and it targets the premium market, prioritizing exclusivity and high margins. Samsung's brand essence is performance and power, and it attracts customers with a wide variety of products at different price points and strong specs like camera quality. As a result, Apple has a more loyal but smaller customer base, while Samsung relies on volume sales.
This document compares the brand architectures of Apple and Samsung. It finds that while both compete in similar markets, they have very different brand personalities and target different customer segments. Apple's brand essence is "think different" and it targets the premium market, prioritizing exclusivity and high margins. Samsung's brand essence is performance and power, and it attracts customers with a wide variety of products at different price points and strong specs like camera quality. As a result, Apple has a more loyal but smaller customer base, while Samsung relies on volume sales.
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Building Brand Architecture Sample Report: Apple vs Samsung
INTRODUCTION
This report builds and examines the brand architecture of two brands – Apple and Samsung – in the market, i.e. smartphones and tablets. The two brands are chosen as they compete in very similar markets and yet have very different brand personalities. Apple and Samsung are the most premium brands in the smartphones and tablet market, this report is to bring out the differences in the brand architecture of these two brands. The goal is to observe how consumers can have vastly different perceptions of and relationships with very similar products owing to the differences in brand architectures.
Product Benefits - strong, expandable memory, best
HD camera quality
Product Attributes - android OS, TouchWiz UI,
futuristic design
BRAND COMPARISON
As we can see both brands compete in similar markets. Both the have high performance product quality and high durability. However, the differences in the brand personalities and features appeal to very different target audiences in the same market. Apple prides itself on exclusivity that brings it on premium pricing by only launching flagship models. And on the other hand, Samsung attracts its audiences with a wide variety of smartphone with different price range. Apple targets the top end of the market, and its customers are not usually price sensitive.There are few options to choose from but brand loyalty is very high. Samsung has huge variety and has many things for every section of the market. Customers who want fast and ios as it is user friendly buy Apple iphones.On the other hand those customers best HD quality camera and more memory buys Samsung smartphones.
Due to differences in pricing, Apple’s products are high margin products. On the other hand, Samsung relies more the sales volume. Thus, both brands serve the company’s goal of revenue share through two different drivers.
BRAND VALUE
Interbrand ranked Apple as the most valuable brand in its 2019 brand rankings with the brand value of $206Billion.
Apple tops the Forbes annual look at the world's most valuable brand for the ninth straight time. The brand of the tech giant is worth $206Billion, up 12% over last year it is the first time a brand crossed $200Billion threshold.
Interbrand ranked Samsung as the 6th most valuable brand in its 2019 brand rankings with the brand value of $61.1Billion.
Samsung’s mobile business has kept up with successful launches in the Galaxy series. Samsung launched its first 5G smartphone. Its 5G technology also assumes a significant role in making AI and IoT more tangible and realizable. Samsung is one of the largest mobile manufacturers in the world.
