• Author / Uploaded
• Muhammad Irfan Anwar Alfarizi

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Building Brand Architecture Sample Report: Samsung Vs Apple Inroduction: This report builds and examines the brand architecture of two brands – Samsung and Apple in the electronic market in the forms of Mobile Phones,Tabs,Earphones and many more. The two brands are chosen as they compete in very similar markets and yet have very different brand personalities. Samsung and Apple are among the most valuable brands in the personal electronic specially mobile market, and this report will bring out the stark differences in the brand architectures of these two famous and brands most used brands. The goal is to observe how consumers can have vastly different perceptions of and relationships with very similar products owing to the differences in brand architectures. Brand Architecture: The first step is to develop brand pyramids for both brands. 

Brand Architecture for Samsung

Brand Core/Essence -Master Brand and Aligning Design Brand Personality -Sophestication,Agility,Competence

Emotional Benefits -For all age groups and classes,Low prices,Data retreving is easy

Product Benefits -Easy to use,Better size display,Good payment system,Handy Product Attributes -Android,Available for all age groups,New Designs and colors,Good front camera

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Brand Architecture for Apple:

Brand Core/Essence -Learn new and Think Different

Brand Personality -Innovative,Artistic,Designer

Emotional Benefits -Premium status,sense of belonging,Exclusivity

Product Benefits -Easy to use,Elegance,Portability,Low risks to viruses Product Attributes -Sleek Designs,Fast Processors,ios,Expensive,Good Sercuity

Brand comparison: As we can see both brands compete in very similar markets. Also both brands put a high value on performance and product quality. However, the differences in the brand personalities appeal to very different target audiences in the same market. Apple prides itself on the exclusivity that it brings through its sleek designs and premium pricing. On the other hand, Samsung attracts its audience with the high level of customization that it offers with its products. While Apple creates a sense of belonging for its customers, Samsung provides its customers the value for money. Apple targets the top end of the market, and its customers are not usually price sensitive. There are few options to choose from, but brand loyalty is very high. Samsung offers a huge variety, and has something for every section of the market. It lets its customers control the pricing through the customization model. Samsung’s customers are generally more likely to be tech-savvy to control the specifications they require. Due to differences in pricing, Apple’s products are high margin products. On the other hand, Samsung has more sales and relies more the sales volume. Thus both brands serve the company’s goal of revenue share through two different drivers and for the different sections of the market. Brand Value: Interbrand has released its “Best Global Brands 2018” list today and Samsung has made it on that list. It has ranked 6th on the list with an estimated brand value of $60 billion. This represents a 6.5 percent increase in its brand value. Interbrand had estimated Samsung’s brand value as $56.2 billion last year.The company has continued its efforts to change customers’ perception of Samsung as a more human-centric brand. It has done that through various marketing activities and its Galaxy Unpacked events where it has highlighted its brand purpose.

Apple’s brand value has seen some tumultuous changes throughout the last decade, but in 2019 it stood at an impressive 309.53 billion U.S. dollars. In fact, that year Apple managed to secure the second spot in a ranking of the most valuable brands worldwide, second to Amazon, and ahead of Google and Microsoft. The phenomenon of the company’s lasting success is grounded in customer loyalty. Apple managed to create an air of exclusivity and luxury around their products , and customers keep coming back for more. New users are also enticed by the promise of joining an elite club of iPhone, iPad and Mac owners. Sources Consulted: Wikipedia www.eiiff.com/brand/value/.html