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Building Brand Architecture Report

Samsung and OnePlus have different brand architectures for their mobile devices. Samsung targets older, more conservative customers with a wide range of reliable, durable devices. It focuses on overall quality and has a large market share. OnePlus targets younger, more active customers with premium, high-performance devices at competitive prices. It focuses on speed and has a smaller market share primarily in developing markets. The brands have similarities in offering quality mobile devices but differ in their target customers, pricing strategies, and priorities.

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Rahul Sen
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281 views3 pages

Building Brand Architecture Report

Samsung and OnePlus have different brand architectures for their mobile devices. Samsung targets older, more conservative customers with a wide range of reliable, durable devices. It focuses on overall quality and has a large market share. OnePlus targets younger, more active customers with premium, high-performance devices at competitive prices. It focuses on speed and has a smaller market share primarily in developing markets. The brands have similarities in offering quality mobile devices but differ in their target customers, pricing strategies, and priorities.

Uploaded by

Rahul Sen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Building Brand Architecture Report: Samsung vs OnePlus

Introduction:
The brand architecture of Samsung and OnePlus is explained in this report, for
the mobile manufacturing segment. These two brands were chosen as the
products and their attributes are very similar, but the personalities of the
brands are different. From this report we can learn how the different brands
are perceived by different kinds of people
Brand Architecture:
First, we will draw the brand pyramids for both the brands
Samsung

Brand Core/Essence: Steady long lasting


performer

Brand Personality: Tough, 27-45 years old

Emotional Benefits: Reliable, trustworthy, Value for


money

Product Benefits: Wide product range, trustable


customer service, durable

Product Attributes: Hardest screen, hardy design,


Android OS, Low-to-High pricing
OnePlus

Brand Core/Essence: Performance, gearing to go,


Active

Brand Personality: Athelete, 20-25 years old, flexible

Emotional Benefits: Freedom, Handy

Product Benefits: Smooth operation, clear


captures, sleek design

Product Attributes: High end camera, processor,


competitive pricing, fast charge

Brand Comparison:
Similarities:
• Both the brands offer the same kinds of products.
• Both the brands do not compromise on performance and quality
• They have global recognition and presence
Differences:
• Samsung has mobile phones to offer at various price ranges for people
of all price groups. Whereas OnePlus mainly deals with premium
products at a competitive pricing.
• OnePlus focuses on speed the most and Samsung focuses on overall
aspects.
• OnePlus is mainly preferred by buyers of mid-age whereas Samsung is
used by people of a higher age.
• Samsung is more trustworthy with respect to data privacy than OnePlus
• OnePlus mainly relies on sales volume for revenue whereas Samsung
products are offered at a higher margin
Brand Value
Samsung smartphone has an overall global market share of 24%. Samsung is
mainly prevailing in developed markets like US and UK. Samsung is mainly
preferred by businessmen, white collar workers pertaining to the data security
and privacy which the company has to offer
On the other hand, OnePlus has a market share of 2% globally and is
extensively used in developing markets like India, China, Bangladesh, etc.
OnePlus is used mainly by students and employees in 25-35 age group in these
countries who want better products at a cheaper rate and they don’t care
about data privacy that much
Sources Consulted
https://www.business-standard.com/article/technology/apple-leads-global-
premium-phone-market-oneplus-enters-top-5-counterpoint-
118092000120_1.html

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