By the forward-looking
Strategy
Bring clear vision
Brand
Samsung brand positioning is an important reason for success
Just six years, Samsung created a legend. In 1998, just after the Asian
Financial
Samsung debt crisis more than 170 billion U.S. dollars, at the edge of bankruptcy. In 2004, Samsung achieved 552 million
Sell
Amount of profit was 103 million, and has become
Semiconductor
And digital electronics global
Leadership
Brand.
This is a legend of the brands. In 1997, when Lee proposed to Samsung Electronics to build strong brands around the world, and not many people talk about him. Samsung gives the impression that time is but imitation
Sony
Second-rate products, brands, and Sony was far from flourishing, its brand reputation in China, and not
Haier
And
Association
.
Published in today’s U.S. “Business Week” list published on the brand value of Samsung’s brand value to 14.9 billion U.S. dollars among the “2005 Global 100 most valuable brands,” No. 20, over its many years of old enemies Sony (108 billion U.S. dollars, 28-bit). Samsung’s brand value increased over the past 5 years, 186%, creating a record of the fastest growing.
Samsung brand legend is a symbol of the rise of South Korean companies, this modern and
LG
The first brand to enter the list also illustrates this point. Chinese companies and Korean companies in the background has the somewhat similar, Samsung led to a number of legendary brands
Chinese entrepreneurs
Thinking and learning. In addition to Choice brand, Chinese entrepreneurs also need to be patient.
Samsung Revelation
“Samsung’s success is that it has a very clear brand positioning line.” “Business Week” brand chart
Make
Square In-terbrand China president Frank Chen commented on Samsung brand legendary drivers.
Clear brand positioning line from the forward-looking strategic vision. As early as the early 90s, Samsung realized that digital communications technology innovation will change the future
Competition
Pattern, and in digital electronic technology investments offered to establish a leading position of digital electronic technology to transform the brand positioning to lay a solid foundation.
The same strain with the technological innovation is a new brand strategy. In 1997, Samsung announced that create global super-brand, a brand to give “a leader in digital technology, high value and fashion,” and other new elements, change the brand image in the eyes of consumers. From brand strategy to reposition into Samsung Commercial
Operate
The “central idea.”
The next thing is how this “central idea” to carry out business
Operation
Every detail, forming strategic worthy. To do this, Samsung has increased the number of technical R & D investment, introduction of stylish, functional and advanced products into more high-end sales channels, sponsorship
Olympics
Will enhance the brand.
Addition, Samsung’s products and brand strategy and bond is very tight, adjust the Samsung product line strengthens Samsung brand connotation. While Samsung’s product line is still very wide, but the dominant image of the distinctive product content, Samsung’s brands in many consumers are also quietly changed the map, and commercial operations to form a powerful driving force.
“Chinese entrepreneurs can at least learn from the success of Samsung’s two experiences: first, brand operations and business not the same thing, followed by a successful brand building should be guided by objective laws.” Frank Chen talking about and Samsung’s brand legend said.
For Samsung, the branding strategy is not part of the business, but every detail of business operations throughout the main line. He first determine the brand content, and then said the strategic allocation, to achieve brand meaning and the close integration between business by
Mobile
And other “image product” to reflect the product and brand content links.
Another revelation is the Samsung brand requires patience and long-term investment. When Samsung introduced in 1997 to create the world’s super brands, not many people optimistic about it. The Asian financial crisis almost make it near bankruptcy, and the Samsung 2000, investment in brand effect has not yet revealed. But still adhere to the original Samsung brand strategy, finally, after several years of cultivation immortal.
New hope for China
Samsung brand legend relish the reason for Chinese entrepreneurs is that they saw from the Samsung brand growth in China’s hope for the global super-brand. If the legend of Sony’s brand is a bit distant in time, then Samsung will make them feel closer to a more intimate, they watched three weeks almost step by step transformed itself from a second-tier brand grow into a super brand.
Just a decade ago, Samsung was still unsatisfactory to rely on product quality and low prices and compete with international brands such as Sony. While Samsung’s internationalization process earlier, but its main competitive advantage lies in its cost advantage, rather than technical superiority, and brands.
Brand was Haier has taken an a solid pace, with the quality and excellence, “sincere forever” service concept, in the domestic market, Haier has achieved great success. Haier launched a diversification in the country, it is also China’s first batch of companies to start international operations.
And compared to domestic brands, Haier has so far remained one of the most successful branding. Frank Chen Zhang is also that the brand awareness of domestic entrepreneurs in the most intense one, “he able to observe the internal needs of consumers, hold high the banner of service, and brand strategy as a systematic project to implement in commercial operations in every detail” .
However, compared to Samsung, Haier brand was somewhat less effort. On the one hand, Haier cell phones and
Computer
Not really respect the diversity of successful implementation of its white goods very thoroughly “honest services” of the brand integration in other areas, meaning not very close, and Haier’s internationalization process also encountered some difficulties.
Frank Chen Haier should not be considered too great, but suggested Haier need to diversify business and the close integration of the brand content to Samsung learning and continuing to increase brand
Investment
, And in the internationalization process requires patience. In addition, Haier
>
I am a professional editor from China Manufacturers, and my work is to promote a free online trade platform. contain a great deal of information about armored fiber optic cable , arc fusion splicer welcome to visit!