三星品牌重塑之道Samsung brand remodeling RoadWord文档格式.docx
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三星品牌重塑之道Samsung brand remodeling RoadWord文档格式.docx
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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"
brand,iftherearespecialcircumstances,youmustgetgroup"
brandcommitteeagreedtouse.Samsung"
brandselectioncommittee"
andnottheotherpersontomanagetheSamsungbrand,becausethebrandcommitteecanmakeidentificationforSamsung,andensurethatthepositioningofeffectivecommunication,andcansolvethecooperationproblembetweendifferentbusinesssamsung,
Sothatcooperationandcoordinationcanbemoreeffectiveinrebrandingactivities.ThisisveryimportantintheprocessofreinventingSamsungbrand,becauseastrongbrandmustfirsthaveabrandidentity,Samsungused"
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
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