Discuss the case study with answers of following questions. Brand Building through Customer Service Post liberalization in 1991, with the entry of multinational companies like LG, Samsung and Whirlpool, the Indian consumer durables industry has witnessed intense competition. In order to lure the customers, companies flooded the market with latest models, new features and latest technology. To position their brands in the minds of the consumers, these players adopted several brand-building strategies apart from investing heavily on R&Dand marketing. This case delves into the critical success factors of the industry and the factors that gave a few players market leadership in this industry. To create a competitive edge, Samsung, the No. player, is emphasizing on customer service. It is believed that customer service is a key influencing factor in the consumer durables industry. However, with other companies also catching up, can Samsung create an edge? The case delves into what Samsung needs to do to create a competitive advantage in the highly competitive consumer durables industry. Questions: 1. Being an Indian consumer, discuss various brand elements of Samsung in brief. 2. According to you can Samsung get a competitive advantage via focusing on customer care over their rivals? Discuss.
[2 marks]Discuss the case study with answers of following questions. Strengthening A Global Brand Philips is a hi – tech global company with a traditionally low profile. Until recently, if you asked anyone if he knew the Philips brand name, the likelihood was that he would say yes, however he might not have know what Philips provides in the way of its total product range, and might have associated the brand name and company with traditional technology. The “Let’s Make Things Better” global brand campaign has raised the Philips profile, and provided it with a more focused and distinctive personality. Royal Philips Electronics – its proper name – is a giant company. Established in 1891 is a lamp factory, it now has over 100 different businesses. Its portfolio covers semiconductor, TV, Video, Audio, PC Peripherals, Digital networks, lighting, medical system, mobile phones, and personal care product. The “Let’s Make Things Better” campaign is still part of a global corporate branding initiative aimed at motivating both consumers and employees. It was, to use Intel’s own words, a brand resistance. The company’s slogans is all about emphasizing what technology, Philips product in particular, can do for people – it is essentially about the benefits they can bring to people and the world in general. Akeystone of the campaign was the premise that, if you can convince people that Page 2 of you can help improve the world. The campaign thus had to appear credible, real and experimental. It had to be human as opposed to philosophical and philanthropic and not just another typical corporate over claim. Questions: 1. Do you find any relation between branding, brand personality and corporate image? explain 2. Read the above case, how does brand building help a company to build its image? Page 3 of
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