November 2012 The Nokia and Samsung Brand Personality in China* Wendian Shi1**‚ Yanhong Luo2 and Liheng Yang2 Educational School‚Shanghai Normal University‚ shanghai‚ China 1 Educational School‚ Ningxia University‚ Yinchuan‚ China 2 Email: swd_nx@shnu.edu.cn Abstract The purpose of this paper is to study and compare the brand personality of Nokia and Samsung in Chinese situation for brand building reference. This paper investigated Nokia and Samsung brand personality. Results demonstrated
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a slow and steady growth trend and demonstrated signs of future growth around the excitement of ultra-thin platforms. But‚ the real growth drivers continued to be smartphone platforms. In the smartphone market‚ Nokia lost the leadership crown to Samsung. The total global mobile phone and smartphone market is expected to be worth $341.4 billion in 2015 while smartphone revenue will account for 75.8% of the total mobile handset revenue at $258.9 billion in 2015. Smartphones are currently witnessing
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genius of a rocket scientist to recognize that branding is the lifeblood of any corporation. This was well recognized by Samsung Electronics Corporation (Samsung)‚ way back in 1998‚ when the South Korea’s leading consumer electronics giant entered into an agreement with the International Olympic Association (IOA) to sponsor the 1998 Seoul Olympics. The message was clear. Samsung wanted to sponsor Olympics to establish itself as a global brand. And it became successful to a great extent too. Samsung’s
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MARKETING PLAN SAMSUNG GALAXY TAB Summer CHANG Yiwen CHEN Guotong HUANG Lin 04/24/2014 Contents Chapter I Executive summary Product description Chapter II Marketing objectives Bayesian application Chapter III Segmentation & Target Market & Positioning Strategy Statement Chapter IV Marketing Mix Strategy Product Strategy Price Strategy Distribution Strategy Promotion Strategy Chapter V Market Budget Proposal
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purchasing decisions. Samsung requirements of their own to create a world-class brand which attaches great importance to the quality of the product‚ which is mainly reflected in the following four areas: 1.High-quality products to establish a brand image‚ enhance brand value Need high-quality first-class brand quality assurance‚ Samsung’s leaders have long recognized that it put forward the idea of new operators in 1992‚ long Lee Kun-hee of Samsung Group firefly things Samsung started depending on
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Title: Compare‚ Contrast and Evaluate Apple and Samsung Companies. Word Count: 918 The purpose of this essay is to compare‚ contrast and evaluate the two major competitor companies: Apple and Samsung. This essay begins by discussing the market value of the both companies. It will then turn to discussing the product portfolios of Apple and Samsung‚ and then examines the service and it concludes by evaluation. Firstly‚ Apple is very similar to Samsung with respect to the size of the companies. Steve
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SAMSUNG CHINA TV MARKET Samsung China: The Introduction of Color TV Background Samsung as a company was founded in 1938 in Korea. 46‚500 employees are working at six Samsung Electronics facilities in Korea. Although they are at different locations‚ all share the same goal and that goal is satisfying global customers by producing a quality product. Here in the U.S. Samsung is a very recognized brand‚ sitting along side Sony‚ Panasonic‚ Phillips‚ Toshiba‚ Matsushita and other
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Samsung was founded by Byung-Chull Lee in 1938 when Byung-Chull Lee came to the nearby Daegu city. It was a small trading company with 40 employees. The word of Samsung means ‘three stars’ in Korea which represents big‚ numerous and powerful. Byung-Chull Lee established a sugar factory in South Korea in 1953. In his opinion‚ this act is important because this is the first manufacturer factory built after the Korean War. In 1960s‚ Samsung moved into various service businesses. Examples of the service
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Course: NZDB 530 Organisation and Management Trimester 2 2010 Assessment 2: Essay on Organizational Culture SAMSUNG ELECTRONICS Submitted by: Chung Daewan(Steve) ID# 20904451 Submitted on: 5th July 2010 Submitted to: Jene Parilla TABLE OF CONTENTS Ⅰ. Essay on Organizational Culture ……..................................................3 Ⅱ. Metaphor……….......................................................................................6 Ⅲ. Appendices………...................
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Samsung case 1. How was Samsung able to go from copycat brand to product leader? In 1993‚ Lee unveiled “new management” which is a top-to-bottom strategy for Samsung to make Samsung become a bigger and more powerful company that would also eliminate Sony as the biggest consumer electronics firm in the world. To achieve this Samsung hired a new group of young designers who unleashed new products. Samsung abandoned low-end distributers‚ and build strong relationships with specialty retailers
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