Finding any brand's personality can become too easy if we try to identify the characteristic in right ways. Samsung Smartphones are one of the popular android smartphone brands competing with another industry giant Apple. Although, some of the smartphones by Samsung and Apple may have almost same price range, they vary big time in features and functionality. In this piece we will be evaluating Samsung's brand personality in 7 ways that really works.
Samsung and Apple smart phone owners have totally different segmentation in the market with distinct requirements. The brand personality that a brand possesses is visible in the 4 P’s of marketing mix and every thing related to the brand like users, partner channels, advertisements, communication, mediums, messages and others. As the brand establishes the personality in the market, it pulls customers with similar personality traits towards the brand and vice versa.
M. Rawlings (March 17, 2015) while analyzing different Smart phone users personality describes Samsung as “Samsung: Cultivating the Cool Crowd”, saying that the brand has cultivated an image that its customers are “cooler” than Apple users.
Lets use following 7 Tips to define Samsung’s brand personality.
Car Analogy
If Samsung Smartphones are to associated/ represent by a car, it would be a BMW Sedan M Series 2015 model in royal blue color. And keeping in mind Samsung’s innovation in smart phones I suggest upgrading this choice with a new BMW at every launch.
A research says, Samsung folk are moderate users of their smartphone. They are conscientious, agreeable and open to new experiences. They like working out but they also like playing video games. Samsung users are a little more willing to take risks. (news.com.au, Nov 29, 2013)
Samsung Smart phone users choose it because it’s new, smart, interactive and innovative with unique features. BMW M series stands for performance, comfort, gadgets, playful, reliability and power. So, Samsung Smart phone’s car analogy can be illustrated by BMW model fairly well.
When Samsung paired comedians Paul Rudd and Seth Rogen with basketball star LeBron James in a 2013 Super Bowl ad, Brand Keys research showed that Samsung had overtaken Apple in customer loyalty engagement. Marketing campaigns promoting Samsung products with large screens such as the Galaxy S4 have satirized the size of Apple’s products to convey the message that Apple is outdated. This also means that tech-savvy users prefer Samsung. WDS research shows this strategy has helped Samsung retain 58 percent of its own customers while attracting 34 percent of users switching brands. (Rawlings, 2015)
I choose Tom Brady because he is defines the energy, performance and competitiveness of the brand appropriately. He is one of the most favorite sports personality in U.S. and a very popular celebrity. Brady has been compared to legendary quarterbacks of all times in the NFL.
Samsung stands for a brand that is very lively, innovative and surprising, leading the android market by giving users an amazing experience. Tom Brady is known to be a leader, modest, tough, competitive, and motivated and go-getter.
February 2005, the Canadian ornithologist Louis Lefebvre announced a method of measuring avian " IQ" in terms of their innovation in feeding habits. [6] Hawks were named among the most intelligent birds based on this scale. (Wikipedia)
As Samsung smart phones also stand for innovation, intelligence and vividness in the market I think Hawk would be a perfect match to show the brand image of sharp perspective, growth and freshness.
She is a public figure with a huge fan following, people trust her as is visible in her TV show growing success and viewership. She is quick witted, smart and a independent celebrity who people look up to. When she speaks people listen up and value her suggestions, comments and analysis. She also has a great presence on Social media, advertising and media overall, which can be very helpful for Samsung as a brand. Remember the famous Ellen Oscar selfie?
Ellen would be a great spokesperson for Samsung.
They have created amazing products and improving continuously standing tall as the magicians of smartphone industry.
B. VanAuken (2014) categorized Samsung as The magician/wizard – one who practices magic or who displays amazing skill or accomplishment. Famous magicians/wizards: Merlin, Nikola Tesla, Lucent Technologies, Samsung Electronics
Samsung’s phone business is feeling pressure from Apple on three key fronts: brand identity, software simplicity, and hardware sophistication. (Ion, 2015)
If Samsung Smartphones would be a person it would be a guy in his late 20’s dressed casually or semi- casually. Wears trendy and colorful clothes that compliments the style and is latest. He will carry a new look everyday in vibrant colors, design style and patterns. He is young, enthusiastic and a challenger by nature. Plays video games, ready to take risks and willing to change.
At next management meeting he sits at the head of the table and the host of the meeting. They hold a master’s degree, smart and young businessman with progressive mind.
Rating the attributes given below has supported this choice; Boldfaces are the selected adjectives-
• Conservative or progressive?
• Urban or outdoorsy?
• Casual or professional?
• Funny and playful or serious?
• Big or small?
• Leader or underdog?
• Stylish and fashionable or plain and practical?
• Thrifty or affluent?
• Outspoken or reserved?
• Dynamic or stable?
• Predictable or surprising?
• Stable or fluid?
Rawlings, M. (Mar 17, 2013). What your smartphone says about your personality Retrieved November 8, 2015, from http://www.business2community.com/mobile-apps/smartphone-says-personality-01184982
News.com.au. (Nov 29, 2013) Personality matches smartphones choices, says study. Retrieved November 8, 2015, from http://www.news.com.au/technology/gadgets/personality-matches-smartphone-choice-says-study/story-fn6vihic-1226771710816
Wikipedia. Hawk. (Nov 7, 2015) Retrieved November 8, 2015, from https://en.wikipedia.org/wiki/Hawk
Forbes. #12 Ellen DeGeneres. Retreived November 8, 2015, from http://www.forbes.com/profile/ellen-degeneres/
Ion, F. (Jan 30, 2015) These are three smart phone strategies Samsung should borrow from Apple. Retrieved November 8, 2015 from http://www.greenbot.com/article/2877491/these-are-the-3-smartphone-strategies-samsung-should-borrow-from-apple.html
VanAuken, B. (Jan 23, 2014) Brand Archetypes Defined. Retrieved November 8, 2015, from http://www.brandingstrategyinsider.com/2014/01/brand-archetypes-defined.html#.Vj_lCYSQz8E
A research says, Samsung folk are moderate users of their smartphone. They are conscientious, agreeable and open to new experiences. They like working out but they also like playing video games. Samsung users are a little more willing to take risks. (news.com.au, Nov 29, 2013)
Samsung Smart phone users choose it because it’s new, smart, interactive and innovative with unique features. BMW M series stands for performance, comfort, gadgets, playful, reliability and power. So, Samsung Smart phone’s car analogy can be illustrated by BMW model fairly well.
Celebrity Analogy
If the brand needs to have a face it would be the NFL superstar Tom Brady! Earlier also Samsung has picked sports personality to endorse the brand or a new product launch but I feel it should have a phone as the complete brand.When Samsung paired comedians Paul Rudd and Seth Rogen with basketball star LeBron James in a 2013 Super Bowl ad, Brand Keys research showed that Samsung had overtaken Apple in customer loyalty engagement. Marketing campaigns promoting Samsung products with large screens such as the Galaxy S4 have satirized the size of Apple’s products to convey the message that Apple is outdated. This also means that tech-savvy users prefer Samsung. WDS research shows this strategy has helped Samsung retain 58 percent of its own customers while attracting 34 percent of users switching brands. (Rawlings, 2015)
I choose Tom Brady because he is defines the energy, performance and competitiveness of the brand appropriately. He is one of the most favorite sports personality in U.S. and a very popular celebrity. Brady has been compared to legendary quarterbacks of all times in the NFL.
Samsung stands for a brand that is very lively, innovative and surprising, leading the android market by giving users an amazing experience. Tom Brady is known to be a leader, modest, tough, competitive, and motivated and go-getter.
Animal Analogy
If Samsung smart phones were to be an animal it would be a HAWK. Because they are known to be one of the most intelligent birds with broad wings and sturdy builds. Their important characteristics are intelligent and exceptional eye-sight, which depicts far-sightedness and vision. They not only have the ability to perceive visible range but ultraviolet part of the spectrum. They have 4 types of color receptors in the eye.February 2005, the Canadian ornithologist Louis Lefebvre announced a method of measuring avian " IQ" in terms of their innovation in feeding habits. [6] Hawks were named among the most intelligent birds based on this scale. (Wikipedia)
As Samsung smart phones also stand for innovation, intelligence and vividness in the market I think Hawk would be a perfect match to show the brand image of sharp perspective, growth and freshness.
Ideal Spokesperson
It would be Ellen DeGeneres the famous celebrity and host of a popular TV show. Forbes (2015) ranks Ellen DeGeneres 12th amongst top 100 celebrities in the U.S. She has the character of a lively, fun loving and out going person that goes with the image of Samsung smart phones.She is a public figure with a huge fan following, people trust her as is visible in her TV show growing success and viewership. She is quick witted, smart and a independent celebrity who people look up to. When she speaks people listen up and value her suggestions, comments and analysis. She also has a great presence on Social media, advertising and media overall, which can be very helpful for Samsung as a brand. Remember the famous Ellen Oscar selfie?
Ellen would be a great spokesperson for Samsung.
Archetypes
In the 2-dimension system I would put Samsung Smart phones on the lower semicircle and in the category of “magician”. They might have been accused of copying Apple’s technology but whatever they offered as product to the consumer has challenged biggest giants in the industry.They have created amazing products and improving continuously standing tall as the magicians of smartphone industry.
B. VanAuken (2014) categorized Samsung as The magician/wizard – one who practices magic or who displays amazing skill or accomplishment. Famous magicians/wizards: Merlin, Nikola Tesla, Lucent Technologies, Samsung Electronics
Personification Exercise
We know Samsung’s brand identity is not as clear as Apple, where Apple has distinct & defined characteristics; Samsung’s communication lacks the clear brand identity.Samsung’s phone business is feeling pressure from Apple on three key fronts: brand identity, software simplicity, and hardware sophistication. (Ion, 2015)
If Samsung Smartphones would be a person it would be a guy in his late 20’s dressed casually or semi- casually. Wears trendy and colorful clothes that compliments the style and is latest. He will carry a new look everyday in vibrant colors, design style and patterns. He is young, enthusiastic and a challenger by nature. Plays video games, ready to take risks and willing to change.
At next management meeting he sits at the head of the table and the host of the meeting. They hold a master’s degree, smart and young businessman with progressive mind.
Exploring Adjectives
Keeping in mind the innovation, product line and technology Samsung Smart phone reflect or will portray in the future the list of adjectives will be Versatile, Lively, Spontaneous and innovative.Rating the attributes given below has supported this choice; Boldfaces are the selected adjectives-
• Conservative or progressive?
• Urban or outdoorsy?
• Casual or professional?
• Funny and playful or serious?
• Big or small?
• Leader or underdog?
• Stylish and fashionable or plain and practical?
• Thrifty or affluent?
• Outspoken or reserved?
• Dynamic or stable?
• Predictable or surprising?
• Stable or fluid?
References
Rawlings, M. (Mar 17, 2013). What your smartphone says about your personality Retrieved November 8, 2015, from http://www.business2community.com/mobile-apps/smartphone-says-personality-01184982
News.com.au. (Nov 29, 2013) Personality matches smartphones choices, says study. Retrieved November 8, 2015, from http://www.news.com.au/technology/gadgets/personality-matches-smartphone-choice-says-study/story-fn6vihic-1226771710816
Wikipedia. Hawk. (Nov 7, 2015) Retrieved November 8, 2015, from https://en.wikipedia.org/wiki/Hawk
Forbes. #12 Ellen DeGeneres. Retreived November 8, 2015, from http://www.forbes.com/profile/ellen-degeneres/
Ion, F. (Jan 30, 2015) These are three smart phone strategies Samsung should borrow from Apple. Retrieved November 8, 2015 from http://www.greenbot.com/article/2877491/these-are-the-3-smartphone-strategies-samsung-should-borrow-from-apple.html
VanAuken, B. (Jan 23, 2014) Brand Archetypes Defined. Retrieved November 8, 2015, from http://www.brandingstrategyinsider.com/2014/01/brand-archetypes-defined.html#.Vj_lCYSQz8E
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