Samsung and Apple

| |APPLE |SAMSUNG | | |Successful brands focus on customer needs and meet these needs in a way that causes customer delight | | |Apple's customer focus is legendary. |[pic] | | |Approach customers with a personalized warm | | | |welcome | | | |Probe politely to understand all the customer’s needs | | | |Present a solution for the customer to take home today | | | |Listen for and resolve any issues or concerns | | | |

End with a fond farewell and an invitation to return | | |Logo history |1976 – Newton sitting under a tree |1938 - 1950 - Samsung Byeolpyo noodles | | |1977 – designed by Rob Janoff, a rainbow-striped apple with a |1969 - 1979 – Samsung Group logo | | |bite missing |1980 - 1992 – Samsung logo with “three Stars” | | |1997 – monochrome look |1980 – 1992 – Samsung Electronics logo | | |

2001-2003 – Aqua-themed version of the monochrome logo |1993 - The cornerstone of the program was the dynamic blue | | |2003 – Glass-thened version |Samsung logo, its 55th anniversary. | | | |The blue color in the Samsung logo signifies trustworthiness, | | | |reliability, and commitment in service.

| |Brand personality |“Free-thinking” and “non-conformist” |Inventive, Smart, Cool, Sleek, Friendly | |Slogans, Traits |1970’s - “Byte into an Apple” |“Everyone’s Invited” | | |1997-2002 - “Thing Differen”, | | | |1998 – “iThink, therefore iMac”, “Say hello to iPhone” | | | |“Inteligent”, “Get a Mac”, “Hello”, “hello (again)” | | |Brand mission |Tim Cook: “ We believe that we are on the face of the earth to | | | |make great products … in markets where we can make a significant | | | |contribution.” | | | |Steve Jobs: “We put ourselves in the customer’s shoes and ask: | | | |

‘What do we want?’” | | |Brand strategy |Focuses on the emotions | | |Brand personality |Is about lifestyle; imagination; liberty regained; innovation; | | | |passion; hopes, dreams and aspirations; and power-to-the-people | | | |through technology. | | | |Simplicity and the removal of complexity from people's lives; | | | |people-driven product design; and about being a really humanistic| | | |company with a heartfelt connection with its | | | | | | | | | | | | | |

Emotional branding means customers stay loyal for the long haul! Every marketer knows that branding is incredibly important – it enables customers familiar with your brand to distinguish it amongst a sea of competitors. The success of all these brands is about much more than the logo; it’s about forming an emotional connection with their customers

The emotional branding concept

“Customers define themselves through brands they use. The branded clothes they wear, the cars they drive, the drinks they consume, university they attended, favourite spots to hang out, and so on.”

Nyimpini Mabunda, Smirnoff Vodka Marketing Manager:
Emotional Branding In a Changing Marketplace