Samsung: Brand positioning of the master brand


A name, symbol, color or design or all of these put together makes a brand. Brand has always been considered to have higher value than benefits of a product by marketers. Samsung  is not just a well-known name, it’s that when it is being said it immediately invokes certain images such as galaxy phones, electronics, television, blue and white color, South Korea, tablets, refrigerator which are brand association networks. It is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses, most of them united under the Samsung brand. According to revenue it is an industry leading technology company.


Samsung has provided its customers with tangible as well as intangible products. Its wide range of product has strengthened Samsung electronics. Galaxy series, note series, smartphones, mobile phones, tablets, smartwatch, television, home theatre, refrigerators, laundry appliances, monitor, cameras, memory and storage devices are some of them. It is also famous for its customer service, it has one of the fastest product services. It is one of the biggest electronics manufacturer in the world.

Samsung’s marketing strategy is one of the most effective strategies because it has helped a cost-driven company to change its structure and become an authority manufacturer. All of the products come under the name ‘Samsung electronics’ which is an umbrella approach in its branding, Such that the subsequent products could be easily understood and accepted by the consumers. Brands name meaning is built over time through firm’s communication to consumers. Its slogan “The next big thing is here” has taken the company to top of the smartphone market. Samsung’s smartphones have become their brand image driver. Customers trust has a positive relationship with the brand reputation. However, Samsung doesn’t have any particular tagline/slogan for the company as a whole; they prefer to use unique taglines for each and every product.

They have been constantly redesigning and introducing new series of products, e.g. – Galaxy Series. Through constant innovation and introduction of new technologies, Samsung has been trying to establish their point of parity. The features of their mobile phone are the crucial part of their parity, for e.g. – introduction of galaxy phone. Talking about the point of differentiation, recently we have seen Samsung’s Galaxy S6 with a curved screen, which is a very new concept in this mobile sector and none of the other companies have so far been able to introduce such a new concept. Samsung seems to be the pioneer in this criterion and have done something off the hook.

Recently at Rio Olympics 2016, Samsung was a major sponsor. They specifically pushed Samsung’s Galaxy S7 and S7 Edge smartphones.
There are five spots in total for the campaign, which extends across media, retail, digital and social. The films are directed by Gabe Turner, and produced by Rattling Stick. Samsung will also be filming live virtual reality interviews with Team GB athletes in Rio. The brand’s chief marketing officer, Russell Taylor, said it wanted to bring fans closer to the games in a “credible” way. “A central brand belief for Samsung is that meaningful progress comes from daring to defy barriers and this is evident in the initiatives that are running across the globe to support Samsung’s official partnership with the Olympic and Paralympic Games – we are shining a light on athletes around the world who push the limits of what is possible,” he said. “We are delighted to have some of the world’s best athletes helping Jack during the campaign.” Samsung is both an Olympics and Team GB sponsor. The brand also last week launched its global campaign, “The anthem”, starring six athletes of different nationalities, including Team GB diver Tom Daley.

Samsung uses multiple forms of promotions. Samsung as a company believes in pulling the customer to themselves through advertising but at the same time uses strong tactics to push the product to the customer through sales promotions. Brand Image can be considered as one of the major criteria for customers when choosing products or services. Samsung has reached great heights with its smartphones, which helped the brand to become a symbol of quality and reliability for its consumers. Samsung’s marketing mix has shown that multiple products could contribute to a business’s growth and they could also become revenue drivers for the company.


Gayathri Subramanian

Student ID: 215232279


Dawn Facobucci, D. (1996). Networks in marketing. London: Sage Publications.

Wikipedia. (2016). Samsung Electronics. [online] Available at:

Samsung. (2016). SAMSUNG. [online] Available at:

International Olympic Committee. (2016). SAMSUNG. [online] Available at:

The Official Samsung Galaxy Site. (2016). The Worldwide Olympic Sponsor of 2016 Rio Olympics. [online] Available at:

YouTube. (2016). Unpacking Samsung. [online] Available at:









Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s