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Building Brand Architature report on Apple and samsung

Introduction:-
This report help to know both the brand which is samsung and Apple in
the smart phone. Both the brand caters to the simmiler targrt audience
with the different brand perception in customer mind. They have
different brand architauture among them. 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 for Apple

best products in the market and focus on a few

selected products so that they can develop and
innovate

imagination; liberty regained; innovation; passion;

hopes, dreams and aspirations; and power-to-the-
people through technology.

ECOSYSTEM OF PRODUCTS,OPTIMIZE ALL

TOUCHPOINTS AND FUNCTIONS,OPPORTUNITY in
terms of all eco product

lag free,easy to use, comfertable UI

Fast processer, good Camera, inovation in

display,esim ,expensive
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Brand Architecture for samsung

belives in right product at right price

exciting, rugged and sophisticated

feels comfertable, feelsgood, easyly notices

BRAND RELIABILITY,EXTENDED WARRANTY, OFFERS

&LOYALTY POINTS. ...
24 HRS GUARANTEED D

Phone Weight, android os, snapdigon procersor

Apple vs samsung brand comparison

Samsung vs. Apple's Business Model: An Overview
It is fair to say there is no love lost between Apple, Inc. (NASDAQ: AAPL)
and Samsung Electronics Co. Ltd. (NASDAQ: SSNLF). They are in a
worldwide corporate battle that started in 2010 when Samsung, then
an Apple supplier, released a very iPhone-like product through its
Galaxy lineup. Steve Jobs, Apple's late CEO, was furious and went on
the offensive; Samsung, in turn, dug in its heels.

It made sense that Samsung would try to incorporate elements of the

Apple business model, especially after the American technology giant
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passed Exxon Mobil Corporation as the world's most valuable company

in 2011. Ask either company, however, and you are likely to hear there
is too much emulation going on.

Consider the almost unprecedented legal wars taking place between

Samsung and Apple, which span four continents and billions of dollars
in awarded damages. Or the aggressive, political election-style
marketing campaigns that are reminiscent of the Ford versus Chevy
attack ads.

From a business model perspective, the two companies are constantly

converging and modifying, although stark contrasts remain. Samsung
has been a global force longer and has its hands in more industries.
Apple's rise has been comparatively meteoric and focused.

In March 2014, someone leaked a Samsung strategy document from

2012 in which the Korean-based tech company blankly stated, "Beating
Apple is #1 Priority (everything must be context of beating Apple)." It is
a telling example of the animosity between two of the world's
largest smartphone producers, who are clearly modifying their
respective business strategies with each other in mind.

KEY TAKEAWAYS

 Samsung and Apple are two consumer electronics giants with

global reach and loyal customer bases.
 Samsung's business model has focused on vertically integrating
supply chains and ramping up production volume.
 Apple has made a business strategy of focusing on design and
user experience while outsourcing elements such as
manufacturing.
Samsung: Vertical Integration and Product Volume
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Samsung operates like many other Asian producers, such as NEC

Corporation or Sony Corporation, with an emphasis on vertical
integration and a flood of products. Samsung is present in dozens of
markets, including flat panels, sensors, LED lights, batteries, gaming
systems, cameras, TVs, appliances, cellphone carriers, tablets,
smartphones, and even medical electronics.

Before turning its sights to Apple, Samsung competed with, and in

many cases bested, Japanese technology companies in the 1980s and
1990s. The company spends a fortune on research and
development (R&D) and capital expenditures (CapEx). This pays off in
the mid- and low-end markets, but the high-end products keep running
into the juggernaut that is Apple.

Samsung relies on vertical integration as a chief competitive advantage.

While Apple still imports billions of dollars' worth of components from
its rival every year, Samsung is beholden to nobody. It is not a magical
formula, Nokia was almost as integrated before being steamrolled by
Apple and Samsung, but Samsung controls some logistical certainty in a
way that Apple does not.

Declining profit margins in 2014 and 2015, however, forced some

introspective analysis within Samsung's executive team. Chairman Lee
Kun-hee saw his company's global share of smartphone sales drop from
35% in 2013 to 24% by early 2015, and his son, Lee Jae-yong, reportedly
wants to respond through mergers and acquisitions (M&As) and
partnerships. This would be a historic shift in focus, likely signaling a
departure from self-funded R&D and into outsourced innovation, not
unlike Apple.

Apple: Design, Integration, and Outsourcing

From its target marketing, research and product design, Apple is a
much more focused company than Samsung. It is also a much more
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profitable company. Apple succeeds in design and integration, and no

small degree of risk. All of Apple's products include programs that work
very well with each other, but not with any of its competitors' products,
which makes it easy for customers to keep buying Apple and difficult to
switch to someone else. Nearly three-quarters of
Apple's revenue comes from the iPhone lineup, making the firm single
product-dependent.

Able to suppress R&D costs by outsourcing hardware component

production and assembly, Apple's CapEx looks radically different from
Samsung's. This inflates margins and boosts AAPL stock, and is one of
the chief reasons Apple can grow at astounding clips.

Apple does not race to be first; it lets other companies spend time on
R&D and early market development before swooping in and improving
everything. Consider the iPod, the first breakthrough product during
Jobs' second stint as CEO, which came out years after the Sony
Walkman. Not content to just throw out an imitator product, Apple
worked diligently with record labels and created a small, sleek-looking
replacement. There are similar stories with the smartphone and tablet
markets, each considered pillars of Apple innovation but neither of
which the company invented.

Brand value :-

01st
Apple
234,241 $m
Apple revolutionized personal technology with the introduction of the
Macintosh in 1984. Today, Apple leads the world in innovation with
iPhone, iPad, Mac, Apple Watch and Apple TV. apple.com
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06th rank
Samsung
61,098 $m
Samsung’s vision is to inspire the world and create the future. Inspire
the world with innovative technologies, products and design that enrich
people’s lives and contribute to social prosperity by creating a new
future. samsung.com

Reference :- 1. https://ayruz.com/apple-an-emotionally-connected-brand-than-high-satisfaction/

2. http://www.marketingminds.com.au/apple_branding_strategy.html

3. https://www.expandgh.com/7-core-values-which-made-apple-most-valuable-brand-in-
the-world/

4. https://www.gsmarena.com/glossary.php3?term=phone-physical-attributes

5. https://abmgroup.in/blogs/news/5-benefits-of-buying-samsung-products-from-abm-
samsung-smart-plaza-samsung-brand-shop-in-bangalore

6. journal of brand.co.in