The Making of a Global Brand Essay Example | Topics and Well Written Essays - 1500 words - 1

The Making of a Global Brand - Essay Example Chernatony and Riley (1998), in their research paper, demonstrate the different tangible and intangible elements that makeup brands. For example, some tangible qualities this research paper lists down are â€Å"symbols, slogans, name, logo, colors, brand mark, advertising slogan, trademark, functional capabilities, legal protection, presence and performance, physique, physical design and graphics†, ultimately anything that helps the product differentiate itself from the competition. In listing down intangible components of brands, this research paper states â€Å"identity, corporate brand, integrated communications, customer relationships, positioning, user identification, relevance, advantage, bond, personality, relationship, culture, self-image, social and personal values, esteem, familiarity†. In effect the, a brand becomes the product’s differentiating identity. When Samsung was known as only an OEM producer, there were a set of tangible and intangible elements associated with its brand. Expected product quality was low, with high defect rate. Consumers thought of Samsung products as low quality, low price. Firms would only choose to buy from Samsung if they could not afford better quality or more expensive products from the more renowned OEM companies. The non-OEM, globalized Samsung brand stands for a completely new set of tangible and intangible components. It embodies high quality, modern technology, an integrated communication strategy, a bond with its customer base; it creates relevance by making its products usable and relevant to the lifestyles of its target audience. Meanwhile, Samsung’s new logo conveys stability and warmth through the use of the colors white and blue and advancement and evolution by using the elliptical shape.