Samsung: Building brand equity through brand community
Samsung has created a strong brand around innovation, cutting edge technology and world class design. True to its brand image, Samsung resorted to a design competition to excite customers and involve the brand's community about its upcoming MP3 range of electronic gadgets. To boost the Samsung brand's hip image amongst the younger crowd, Samsung asked students to offer their concepts for a MP3 design. The idea resonated strongly among the student community to such an extent that Samsung received a whopping 2000 designs for this contest.
Samsung, by resorting to such activities achieves two main benefits. Firstly, it reinforces Samsung's strong connection to the brand community by hooking up youngsters early on to the brand to create brand excitement. Secondly, Samsung reinforces its brand image of always being on the forefront of innovation and design.
In a cut-throat market of branded consumer electronics, these innovative marketing methods to involve the brand community offer great leverage to sustain long-term brand equity. The Samsung design contest drives home the point that a strong brand always involves the community in its brand building efforts to strengthen brand equity beyond traditional brand communication and media channels. http://www.venturerepublic.com/resources/Samsung_Building_brand_equity_through_brand_community.asp ( Brand Equity The sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, that results in personal commitment to and demand for the brand; these differentiating thoughts and feelings make the brand valued and valuable.
A brand community is a community formed on the basis of attachment to a product or brand.
To enhance its reputation, its brand image, customer loyalty and even to acquiring a new clients, Samsung chose to involve its consomateusr in its innovations. It is a strategies can increasingly common and seems to