When one thinks of Samsung, does one think of a brand that manufactures electronics and offers quality and innovation? Well, that’s what Samsung wants to deliver. Samsung follows a simple business philosophy: to devote its talent and technology to create superior products and services that contribute to a better global society. To achieve this, Samsung sets a high value on its people and technologies as the brand always searches for treating their customers as the most important thing. Their vision statement is global inspiration, innovation, improvement of lives, and future social prosperity. They focus on growing in technological aspects to give the most advanced electronic products and with the lowest price. This way, customers earn good technology and the best treatment, as they are treated as family, not just customers. Samsung says that they are a familiar company. They treat the public with the utmost respect and try to give them every possibility of an opportunity to succeed with the company as in life. Samsung has many strategies to influence their public, such as sponsorship of people and events, clear brand identity (logo, slogan, motto, font, colors), unique packaging and buying experience.
Regarding the brand sponsorships, the public feels more at home than ever, mainly through the app called Tiktok, which is a well-disposed brand that through their jingles and influencers calls the public’s attention to be part of this community. Maisa, Vanessa Lopes, Millie Bobby Brown and other influencers are part of the community and are very respected by the public. They use their enormous quantity of fans to show the product that they like so much. Samsung makes use of these young influencers to influence the young public, a generation that is quite technological. Pedro Sampaio, one famous Brazilian singer created the jingle “Absurdamente galaxy…” which was a partnership with Samsung for a tik tok challenge that went viral. Influencers and Samsung fans showed their galaxy and the video that Samsung evaluated as good. They repost glowing the winner’s account, creating a log of engagement. The brand also uses youtube, which is an influential platform to promote their new products. We can conclude that Samsung’s advertisements are very active and the network makes the brand unique, creating this family of customers that are very well received.
The second strategy that Samsung uses is brand identity that is transmitted through the logo, slogan, motto and colors. The Samsung story begins in 1969 when Samsung was created with the ambition to help people achieve the impossible. The slogan “Do what you can’t” literally means what Samsung wants to make their consumers achieve: their own impossible, tackling whatever difficulty and always running after innovation. After more than 50 years, they are still innovating, and creating technologies that break old and new barriers. What makes this company innovative is the fact that they are always moving forward, crossing generations and raising standards, as they continually find new ways to improve people’s lives by creating innovative products and services, and for sure always following their motto that is to do everything with excellence because they are driven by an unwavering passion for excellence and an unwavering commitment to developing the best products and services on the market. That is also seen through Samsung’s logo, which was traditionally a blue eclipse with the brand name in white, but they recently changed the logo to a simpler and cleaner one that is black and white. However, the blue color never left Samsung because it is very important for the brand’s identity, since it represents innovation and technology, that is what Samsung has always done and run after, for decades.
Samsung’s main goal is being unique and innovative, but are they as unique as they claim to be? There are critics made for Samsung that argue that the brand’s success is mostly due to copying and then tweaking the innovation of others. And there is a good deal of truth in this, especially around the early Galaxy designs. Yes, we need to agree that Samsung is a big leader in screen technology with their TVs, batteries, and chip designs. And with this, we can affirm that the brand is very innovative but we know a little bit about how they are innovative. The brand works with marketing strategies to manufacture as much as possible mainly with “unique products”. The marketers set prices and introduce features according to what original-equipment manufacturers wanted, doing that they provide a good buying experience as they do everything to make the customers satisfied. The company engineers make products to convey the impression of the prescribed price, but also to look nice.
In conclusion, Samsung’s strategies impact the public in different forms. Through the brand message, they promise to achieve the best technology with the lowest price possible. This way they manage to reach all types of social classes with their accessible prices, all the public ages, but mainly the public that contains more contact with technology, which is the youngest public. Then, they try to make strategies to catch the public’s attention through the young and famous influencers, trends, and music commercials. However, they are not an unique brand as they present themselves to be, as the designs of the products are not 100% created by the engineer’s architecture, mostly copying of existing designs. Overall, Samsung is the most important focus of the future as a brand, bringing the message that innovation is the main focus to succeed their public to invest in technology creating a technological world. And knowing that Samsung is growing to achieve their goals shows us that the company has done well to come this far.
Word cited: https://www.samsung.com/br/
Design do logotipo Samsung – história e evolução
