三星品牌重塑之道Samsung brand remodeling Road.docx

三星品牌重塑之道Samsung brand remodeling Road.docx

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三星品牌重塑之道SamsungbrandremodelingRoad

三星品牌重塑之道（SamsungbrandremodelingRoad）

HeisanassociateprofessorattheBusinessSchoolofEastChinaNormalUniversityanddeputysecretary-generaloftheChinamarketingresearchcenter.

YangQingyun:

thecase.Contributingauthor

SamsungbrandremodelingRoad

[casehints]

Inthedevelopmentoftheelectronicindustry,mentionedinrecentyears,thefastestrisingbrandvalueofthecompany,nodoubtpeoplethinkofSouthKoreasamsung!

Thecompanywasfoundedin1969,theearlybusinessmainlyintheproductionoflow-costproducts,intheeyesofWesterners,Samsunghasrepresented"lowprice,lowqualityandimitation"ofthetwoorthreecompanies.In1990s,theimplementationofbrandstrategytoreshapetheSamsung,Samsungtobuildfirst-classbrand,nowSamsungRepresentatives"fashion,high-grade,leadingtechnology,e"ofthegloballeadershipoftheBrandCompany'stransformation,only36years!

Today,asthemainbrandofSamsung,itsmainbusinessscopeincludingsemiconductor,digitalmedia,communicationnetworkanddigitalbusinessapplication,andinvariousfieldsontheSamsungbrandhasitsdistinctivepersonality,basedonthehigh-endmarket,leadingthefashiontrend.From1990storeshapetheimageofthebrandtolaunchSamsungbrandfromafirst-classproducts,theexperienceoftheAsianfinancialcrisis,thedebtof$about17000000000,onthevergeofbankruptcy,by2000,thebrandvalueof$5billion200million,ranking43intheworld;untiltheOctober27,2005editionoftheAmerican"Newsweek"publishedthebrandvalueranking,Samsungthebrandvaluein2005of100oftheworld'smostvaluablebrand"twentiethto$14billion900million,andforthefirsttimeexceededitsyearsofenemies--SONY（$10billion800million,twenty-eighth）.Samsunghassteppedoutofabrandnewwaytorevivethebrandintheelectronicmarketandhasbeenamongtheworld'sleadingenterprises.Samsung'sbrandvaluehasincreasedby186%inthepast6years（asshownbelow）,creatingthefastestgrowthrecord.

HowdidSamsunggetoutofitspredicamentandrapidlyincreaseitsbrandvalue?

Whereisthesecretofsuccess?

Whatlessonscanwegetfromit?

Inviewoftheseproblems,thispaperthroughthedetailedstudyofSamsung,forthefirsttimefromtheperspectiveofbrandvalue,revealsitsbrandvalueoftherapidascensionprocess.

Strategy1:

determinethestrategicplanforrebranding

Background:

Samsung'sstatusasastrongbrand

Inthelastcenturyattheendof80stoearly90s,Samsungmicrowaveovenmanufacturingpiledupandhavetodiscounttreatmentresultsreducedtheirbrandreputation,leavingthesecondrateortheflowofthethreebrandimpressionintheUnitedStatesinthemindsofconsumers.SothatSamsungrepresents"lowprice,lowquality,imitation."".

Atthesametime,SamsungCorp'sconfusionofbrandpublicityhasalsoledtolowpopularityandweakcompetitivenessofproducts.Inearly1990s,theSamsungCorpinthebrandpromotionhasselected55advertisingagencies,adirectconsequenceofthisapproachiscausedbythelackofaunified,SamsungCorpdistinctandpositivebrandimage,enhancethevisibilityoftheSamsungCorpisdifficult,lackofcorecompetitiveness,itisdifficulttoattracttheattentionofconsumers,thusresultinginalargenumberofunmarketableproducts,theSamsungCorpinordertoselltheproductandsaletotaketreatment,sothattheSamsungCorpintotoahardtogetridoftheviciousspiral.Atthispoint,reshapingtheSamsungbrandhasbecomeapriority.

Inordertochangetheimage,enhancetheirbrandvalue,establishahigh-endbrandimage,inMay1996,SamsungGroupChairmanLiJianxiputforwardthreeSamsungproductstoenhancetheimagetoclass,hopingtocreateafamousbrand.Atthattime,whentheAsianfinancialcrisiswasencountered,thecompanywasincrisisbecauseitcouldnotbeeffectivelyoperated.Painfullesson,makeSamSunggrouprealizes,withoutstrongbrand,itisthefatalweaknessofSamsungdevelopment.Thus,thedecisiontoreshapetheSamsungbrand,theimplementationofbrandvalue-addedstrategy.Samsungreshapingbrandroadsailinginthetwistsandturns.

Samsungbrandremodelingprocess

1,repositioningSamsungbrand

Intheelectronicmarket,thefiercecompetitioninthestrongconflict,howtoreshapethebrandSamsung,Samsungtobecomeafirst-classbrand,increasetheSamsungbrandvalue?

KevinKeller,thefamousbrandassetmanagementfirm,believesthatmanyfundamentalchangesareneededtoreshapethebrand.Methodcanchangethebrandelements,brandpositioning,buildmoredifference:

createacompellingbrandrecognitionpoint,makethebrandmoreinlinewiththemoderntrend,moreinlinewiththemodernuserpsychology,ormoremodernbrandpersonality.Enterthenewmarket,winnewcustomers,andaddnewmarketingsolutionstoimprovethestrength,praiseanduniquenessofbrandassociation.In1997,Samsungannouncedtobuildtheworld'sfirstsuperbrand,decidedtoimplementasinglebrandportfoliostrategy,selectedbrandname"Samsung"dismountdecisivehotsalesoflow-endproducts,asubbrandofthepast,suchasPlano,Tantus,Yepp,Wiseviewandsoon,theimplementationofsinglebrandstrategy.Third,Samsunggivesthebrand"digitaltechnologyleader,high-valueandfashion"connotation,positioninginthehighpriced,lucrativenichemarket,theimplementationofdifferentiatedpricingstrategy.Targetgroupsarepositionedtofollowtrends,fashionconsciousprofessionalsandyoungergenerations.SoSamsungbasicallyabandonedthelow-endmarket,Samsung'svariousproductsseries:

suchasmobilephone,consumerelectronicdevicesandmemorychipsarepositionedinthehigh-endmarket,themarketpositioningisSamsungtoestablishthebrandimageofthenoblefoundation.Thiscanbeseenfrom2003,Chinamobilephonemarket:

SamsungmobilephoneinChinainthehigh-endmobilephonemarketoccupyanabsoluteadvantage,thattherelevantauthoritystatistics,asof2003October,SamsungElectronicsinChineseshare3000yuanmorethantheGSMandCDMAmobilephonemarketisrespectivelyupto43.96%and34.07%.AndSamsungalsoidentifiedinthedigitalfieldwithleading-edgetechnology,rapidproductinnovationandunique,stylishdesignasadifference.ThisisbecauseSamsungrealizedafterthesameproducttechnologyera,consumersthroughproductstomeettheneedsofaestheticsandpsychologywillbeincreased,thedesignwillbecomeahotspotandtrendofglobalconsumption.Thefactthatthisisright,Samsungisdifferenceinthisuniquepoint,seizethedigitalfieldofhigh-endproductstoconsumers,takerootandgrowinthehigh-endmarket,andbecauseofSamsung'shigh-endproductsofpremiumincome,makingSamsungproductsareprofitable,soSamsunghassufficientfundsintoR&Ddepartment,Samsungcontinuousinnovation,leadingthefashiontrendinthefieldofdigital.Itisthisclearbrandpositioning,makingSamsung'sbrandremodelingprocessinasteadyandtakenthefirststep.

2,adjusttheorganizationtomeettheneedsofbrandremodeling

Samsungisdeeplyawarethattheenemywearefightingagainstisourselves."FamousbrandmanagementguruDavidA.Aakerbelievesincreatingastrongbrandshouldfollowtherulesoftheorganization,thefirstorganizationshouldbeclearwhoisresponsibleforthebrand,brand,brandmanager,assetmanagerseriesbrandmanager,globalbrandmanager,CEO,pioneerbrand,productcategory,brandmanagercommitteeorwithpartnerstocommunicate?

Thirdly,theorganizationshouldbeappropriatelyadjustedtomeettheneedsofrebranding.Tothisend,Samsunginorganizationsandsystemsatthesametimereformandadjustmenttoadapttotheneedsofrebranding.IntheestablishmentofasinglebrandstrategyimplementationofSamsung,SamsungGrouphassetupa"brandcommittee",responsibleforthemanagementoftheSamsungbrand,inadditiontotheprovisionsofSamsung,theoverseasbranchgroupnotallowedunauthorizeduseof"Samsung"brand,iftherearespecialcircumstances,youmustgetgroup"brandcommitteeagreedtouse.Samsung"brandselectioncommittee"andnottheotherpersontomanagetheSamsungbrand,becausethebrandcommitteecanmakeidentificationforSamsung,andensurethatthepositioningofeffectivecommunication,andcansolvethecooperationproblembetweendifferentbusinesssamsung,

Sothatcooperationandcoordinationcanbemoreeffectiveinrebrandingactivities.ThisisveryimportantintheprocessofreinventingSamsungbrand,becauseastrongbrandmustfirsthaveabrandidentity,Samsungused"brandcommittee"thisorganizationtoguarantee.Inordertoorganizemorecomplete,betterimplementationofnewbrandmarketingplan,in1999,Samsungsetupasthebrandmanagementofthe"globalmarketingroom",forthefullsetofSamsungbrandmarketingplan,andhiredgraduatedfromHarvardUniversityChinaexpertJinBing（DeputyPrimeMinister）asaresponsibleperson.

Raiderstwo:

supportingmarketingprograms,theimplementationofremodelingprogram

KevinKeller,afamousbrandassetmanagementcompany,believesthatanewmarketingplanisessentialtoimprovethestrength,praiseanduniquenessofbrandassociation.Tothisend,inSeptember1997,Samsungestablishedthebrandstrategythreemonthslater,cameupwithapackageofimplementation.Samsungbrandstrategyis:

resolutelyimplementTOP-DOWN（top-down）way,takethehigh-endroute.InordertoimplementthebrandstrategyofSamsung,Samsungfromtheestablishmenttothecustomerasthetheoreticalframeworkofbrandequity,aroundthemarketingplancombination4P:

product,pricing,marketingchannels,communication