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  • Samsung to Use Apple's Method to Gain Brand Loyalty and Win Consumers


    A recently published report outlines a recent interview with Samsung’s marketing chief who explains the thought process behind the South Korean competitor’s anti-Apple campaign. It also details the company’s plans to win over the minds of consumers worldwide. During the Consumer’s Electronics Show in January, AllThingsD sat down and spoke with Younghee Lee, Samsung’s head of marketing, and found out that the company is seeking to create a brand status similar to Apple’s in order to boost their sales.

    Lee, who is a former employee of the cosmetics brand L’Oreal and Lancome, discussed that customers should be obsessed not only with Samsung’s products, which include the Galaxy line of Android smartphone sand tablets, but with the company itself. Samsung was to build a base of repeat customers who make purchases not only based on features alone but also on brand loyalty, much like Apple. The company seems to be striving to gain Apple’s level of success, which isn’t surprising given the Cupertino, California company’s record-setting performance last quarter.

    The recent Samsung TV ads are crafted to try and create that image as they make overtly aggressive statements as the company showcases features the Galaxy S II has that the iPhone 4S does not. The commercials also take many jabs at Apple customers, portraying them as hipsters who enjoy waiting on large lines for hardware that is “old school.” Lee however, didn’t make any mention of a direct attack against Apple and instead seemed to be focused on how she saw a large potential to invoke emotion from her company’s device by interpreting “difficult technology” into “consumer languages,” or non-technical terminology. Her way of thinking seemed to be accepted and now Samsung is focusing on the relationship customers have with their mobile products instead of running adds that just spout out tech specs and a laundry list of features.

    If you haven’t seen the advertisements, you can do so by clicking the following links: (1) (2) (3) (4) (5) (6)

    After seeing all the commercials, it was interesting to read more about Samsung’s point of view. Share any thoughts and opinions below!

    Source: AllThingsD
    This article was originally published in forum thread: Samsung to Use Apple's Method to Gain Brand Loyalty and Win Consumers started by Akshay Masand View original post
    Comments 51 Comments
    1. Zokunei's Avatar
      Zokunei -
      Isn't Panasonic supposed to be better at making plasma TV's?
    1. tekwiz's Avatar
      tekwiz -
      Quote Originally Posted by feidhlim1986 View Post
      I find all the Samsung hate amusing and believe its nothing more than jealousy as they are finally a true competitor to the iPhone.
      (I own and love my iPhone btw)

      LMAO, if they were a true competitor they would be able to advertise without having to mention Apple. They can't stand on their products so they attack the consumers that buy Apple...genius move there. They will never be like Apple simply because they make too many products and as such, cannot exert the same level of control that Apple does...or maybe they just don't want to as it would eat into profits.
    1. Zokunei's Avatar
      Zokunei -
      Quote Originally Posted by tekwiz View Post
      LMAO, if they were a true competitor they would be able to advertise without having to mention Apple. They can't stand on their products so they attack the consumers that buy Apple...genius move there. They will never be like Apple simply because they make too many products and as such, cannot exert the same level of control that Apple does...or maybe they just don't want to as it would eat into profits.
      Windows commercials never mention Macs, but Mac commercials used to mention PC's a lot before they stopped airing them. I take no position as to which is better because I've never used Windows 7 or Mac OS X.

      I'm pretty sure Samsung still has commercials that don't mention Apple. I don't get why they think these commercials are a good idea though.
    1. PM5K's Avatar
      PM5K -
      I guess the question is, can you build that kind of brand loyalty by ******** on other brands?

      Seems it would be a better idea to find a way to get people that already like Apple to simply like your product better, if you **** on the product these people own, you'd be the last manufacturer they'd want to buy from.
    1. TheDirtyDiddler's Avatar
      TheDirtyDiddler -
      Samsung has no operating system. They haven't created any new product categories, and don't seem to be planning on it. They've had little genuine innovation and their knack for design is well below that of Apple. Putting a very slight spin on other people's ideas is not how Apple got where they are. Samsung making fun of the people who they want to purchase their products is not the best way to go either. This will never happen.
    1. darkcrave's Avatar
      darkcrave -
      Wrong thread.
    1. Venom1234's Avatar
      Venom1234 -
      Quote Originally Posted by chicolonga View Post
      not for long. Apple is coming up with there own line of TV's. i hope it pushes through.
      And it won't be as high tech as what's out now. Every year they'll release a new feature that's been on other televisions for years and call it their own.

      Quote Originally Posted by TheDirtyDiddler View Post
      Samsung has no operating system. They haven't created any new product categories, and don't seem to be planning on it. They've had little genuine innovation and their knack for design is well below that of Apple. Putting a very slight spin on other people's ideas is not how Apple got where they are. Samsung making fun of the people who they want to purchase their products is not the best way to go either. This will never happen.
      They still make good products. What have you made lately? I thought so.
    1. bigliquid530's Avatar
      bigliquid530 -
      Quote Originally Posted by Zokunei View Post
      Isn't Panasonic supposed to be better at making plasma TV's?
      Plasma Tvs are old school lol
    1. Zokunei's Avatar
      Zokunei -
      Quote Originally Posted by bigliquid530 View Post
      Plasma Tvs are old school lol
      What's so much better about LED?
    1. TheDirtyDiddler's Avatar
      TheDirtyDiddler -
      Quote Originally Posted by Venom1234 View Post
      They still make good products. What have you made lately? I thought so.
      Hahahaha. Are you for real?! This thread is not about what I've made. I wasn't aware you had to be an accomplished tech company to have an opinion on a message board. This thread is not even necessarily about what Samsung has made. It's about Samsung trying to replicate Apple's business model and earn brand loyalty, which isn't going to work because Samsung functions nothing like Apple does as a company. Tons of companies make good products. That doesn't make them similar to Apple. Why that got you so worked up and pissy, I can't understand.
    1. Venom1234's Avatar
      Venom1234 -
      Quote Originally Posted by TheDirtyDiddler View Post
      Hahahaha. Are you for real?! This thread is not about what I've made. I wasn't aware you had to be an accomplished tech company to have an opinion on a message board. This thread is not even necessarily about what Samsung has made. It's about Samsung trying to replicate Apple's business model and earn brand loyalty, which isn't going to work because Samsung functions nothing like Apple does as a company. Tons of companies make good products. That doesn't make them similar to Apple. Why that got you so worked up and pissy, I can't understand.
      Clearly a Apple fantard.