IMAGINE

I M A G I N E

Samsung Brand Personality

Samsung’s brand positioning usually can be located in the innovative category, their slogan “Imagine” simply implies the endless possibilities with the tech giant. This sends a strong and powerful message from a brand that already creates household appliances (Refrigerators, Washing machines, etc…) to entertainment devices (TV’s, Tablets, Phones, etc…), after all imagine is much more of a motivating verb than think isn’t it? (apples “think different” slogan).

This can be associated with Samsung’s ability to disrupt the market with new product releases that innovate the market and create a new demand out of the tech industry for consumers such as the edge design, foldable phone and waterproof smart phone. This exciting and sophisticated company uses a developmental approach by using personal and cultural experiences as a marketing instrument to win trust and relationship with it’s users/consumers, this over time becomes a developed trait by condition of the brand through nurture.

Samsung tends to butt heads with Apple when it comes to winner over consumers through self image and perception, marketers theorize that we are what we consume, the possessions owned by an individual define and determine their personality which results in associating ourselves in a product that we consume. These go down to the theory of self image which are, actual self image, ideal self image, social self image, and ideal social self image and are the 5 categories that revolve around and define the self image theory.

Figure 1, a conceptual model of smartphone brand personality illustrates that consumers seek congruence in self-personality in reflection of the brand personality (find a way to relate to it) of their smartphone. It is also proposed that the brand personality of smartphones will influence the building of brand community by users.

If all these theories are applied to a company over time eventually a culture will be revolved around its brand in which this scenario is the case for Samsung and has enabled the company to reach lengths and achieve milestones beyond measure from its humble beginnings as a grocery store in Korea.

REFERENCES

• Solomon, M 2018, Consumer Behaviour: Buying, Having, Being, 4th edn, P.Ed, Australia.
• Kolade Ajilore & Margaret Solo-Anaeto Global Journal of Management and Business Research: E Marketing (2016) Volume 16 Issue 1 Version 1.0 ‘ Smartphone Brand Personality as a Predictor of Brand Value among Undergraduates’ https://globaljournals.org/GJMBR_Volume16/4-Smartphone-Brand-Personality.pdf